Photo courtesy of @bagnivolpinoemi via IG

The Euro Sham Is What Your Bed Needs Now

Your sleeping quarters, complete. At least in terms of bedding.
Roxanne Robinson Feb 03, 2021
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If one ever needs to question the odd quirks of the English language, consider the word sham. On the one hand, sham as a noun means ‘a trick or hoax that deludes’ or as an adjective ‘not genuine’ according to Merriman Webster dictionary. On the other hand, it can refer to a decorative pillowcase that is part of a well-heeled bed. Here at NestCasa, we definitely prefer the latter and these are the chicest new Euro sham options to shop now for an instant upgrade to your bedding setup.

What is a Euro Sham?

Specifically, the Euro Sham, is a square version of the American rectangle pillow sham. Of course, anyone who has traveled to Europe has undoubtedly come across these square pillow cousins. Currently, they are having a resurgence in the U.S. as a way to bolster – no pun intended – your bedding experience. Undoubtedly, people found more ways to enjoy their bed beyond sleeping during the last year. As work-from-home can now also mean work-from-bed if the mood strikes. Additionally, these pillows also doubles as a desk accessory when utilized as a place to prop one’s computer. Fundamentally, however, a Euro sham imparts a dimensional finishing touch to any bed, especially when paired with traditional North American rectangle pillows.

Shop Euro Shams

Frette

Twill Euro Sham
$245.00 BUY NOW

Parachute Home

Linen Loft Euro Sham
$69.00 BUY NOW

Sferra

Giotto Sham
$134.00 BUY NOW

Importance of a Euro Sham According to Bedding Designer: Magniberg

Thanks to design duo, and real-life couple, Bengt Thornefors and Nina Norgren, a florist and graphic designer, your bed can be dressed as cool as you are. The pair is behind Magniberg, a Swedish bedding company founded in Stockholm in 2016. With Thornefors’ background working for brands such as Saint Laurent, Acne, and Kostas Murkudis, the brand infuses a fashion sensibility to styling bed linens. A lifestyle brand with a strong focus on quality and longevity, Magniberg’s products tell a story and provide a versatile wardrobe for the bedroom.

At Magniberg, the philosophy is simple. ‘Dress your bed as you dress yourself.’ The products are designed to be mixed and matched. They encourage people to mix fabrics and colors to create depth, tactility, and personality to the bed, according to personal preference. For example, mixing washed pink jersey pillowcases with a striped blue Oxford cotton duvet cover. As Thornefors puts it, “ the emphasis throughout our range is that each person dresses their bed to give it an individual expression.”

The way they see it, a Euro Sham is an essential complement to the overall bed ensemble. “In our house, the Euro Sham is traveling between the sofa and the bed,” noted Thornefors, adding: “They are comfortable. In bed, you do more than just sleep, rest, read, work, and have sex. The pillow  works for every occasion.”

Magniberg Euro Shams

Magniberg

Mother Pillowcase
Price upon request BUY NOW

Magniberg

Wall Street Pillowcase
Price upon request BUY NOW

Styling a Euro Sham

Magniberg offers some sound advice for styling these oversized pillows.”These shams work well tilting towards the wall or headboard, and the different proportions of pillows add tactility and  a sense of playfulness to the bed” explains Thornefors. He also suggests separating fabrics and colors from other cushions, explaining that, “it creates tactility and depth to the bed.” Furthermore, he said they prefer to pile the pillows two on two on top of each other rather than back ‘standing’ towards the headboard when making the bed.

Sizing and Where to Buy Euro Shams in the U.S.

It’s also important to note the dimensions of a Euro sham versus a standard pillow sham are very different. In general, Euro shams come in two sizes. Generally, you will find the square pillow shams in either 32 X 32 inches or 26 X 26 inches, respectively. You can find Euro shams and pillows at several U.S.-based retailers such as Parachute Home, Ralph Lauren Home, Serena and Lily, as well as major retailers Bed Bath and Beyond and Macy’s.

Editors’ Picks Euro Shams

Ralph Lauren

Greenwich Sham
$49.49 BUY NOW

Ralph Lauren

Argyle Quilted Sateen Sham
$185.00 BUY NOW

Serena & Lily

Beach Club Border Shams
$98.00 BUY NOW

Serena & Lily

Border Frame Shams
$88.00 BUY NOW

Parachute Home

Linen Euro Sham
$59.00 BUY NOW

Parachute Home

Quilted Euro Sham
$69.00 BUY NOW
Roxanne Robinson
Roxanne Robinson is an award-winning Paris-based American journalist covering luxury and fashion industries with over 25 years of experience. I spent over 18 years at WWD, covering sportswear, accessories and fine jewelry. My career witnessed the shift from print media to the digital age. I gained expert knowledge of the design world, wholesale and retail markets as well as the marketing that supports them. I met endless creatives and business people who create luxury from inception to POS with the consumer. My work has appeared in Forbes.com, BoF, The Hollywood Reporter, CRFashionbook.com, The Jewelry Journal as well in-house publications and websites at Bally, Pomellato, Au Depart and Editorialist.com among others.
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