Home(ware) is Where the Heart is

And as she clicked her sparkling ruby-red heels together three times, Dorothy recited blissfully “There’s no place like home”; a heartwarming sentiment applicable to those of us in and outside of Oz. It is equally regarded as a prophetic statement in terms of the newfound interest of luxury fashion brands investing heavily into the highly profitable homeware opportunity. Of course the bond between fashion and homeware is nothing novel, with brands such as Ralph Lauren Home (1983), Fendi Casa (1989), and Versace Home (1992) having already established a foothold - however there is renewed interest in the diversification of fashion, especially with the consumer’s holistic focus on “lifestyle”. Last month, luxury e-tailer Matches Fashion introduced a homeware selection, offering a broad range of furnishings and decor from established traditional fashion brands including Peter Piloto, Preen by Thornton Bregazzi, Calvin Klein, Loewe, Maison Margiela and La Double J amongst others. Matches also offers a series of enamel Espresso cups and saucers born from an exclusive collaboration with artist Luke Edward Hall. The collaboration is a successful tried and tested strategy by other e-tailers who are also actively expanding into homeware. Most notably, Italian e-tailor Luisa Via Roma has collaborated with Matteo Cibic and Marcantonio Raimondi Malerba, while Moda Operandi has introduced a highly popular tabletop homeware collection produced with Cabana Magazine editor-in-chief Martina Mondadori Sartogo.Looking specifically at brands, Gucci continues to make headlines, in this particular case by having recently launched its Décor collection which includes candles, folding metal tables, armchairs, a vanity set and even wallpaper. The “must have” items are surely the Gucci- motif embroidered pillows, similar to the cushions we were first introduced to at the Cruise 2017 show at Westminster Abbey. The designs showcase extraordinary prints of fantastical flora, tigers, snakes and other mystical references deeply ingrained in the prominent Gucci vocabulary. The move by Gucci to tap into the homeware space makes perfect sense, as creative director Alessandro Michele has not only delivered a high caliber of seasonal clothing collections, but he has conjured an entire magical world, seducing us all to want to take part in this velvety, extravagant lifestyle. Another extremely influential creative director tapping into homeware projects is none other than Virgil Abloh - creative director of Louis Vuitton menswear and Off-White- who has recently produced a much hyped collection with Swedish furnishing powerhouse IKEA. The collection, which will be available for purchase in 2020, includes a series of self-referential rugs in Abloh’s established aesthetic and defining “AIRQUOTES”, as well as more complex pieces such as a Markerad chair with red wedges supporting the legs (although industry watchdog Diet Prada has called out the piece for being a copy of the iconic mid-century Paul McCobb design). Here, “high fashion” is made available to the mass market; a welcome gesture democratising zeitgeist design. The decision for fashion brands to expand into new categories is all but groundbreaking, however the rate in doing so does appear to be escalating in hopes to woo potential customers and drive sales. Although fragrance and cosmetics remain the biggest revenue drivers, the homewares segment is growing quickly with Euromonitor International expecting sales to grow 2.3 percent per year between 2017 and 2022, while Allied Market Research forecasts homeware to reach $27 billion by 2020, reinforcing a very attractive opportunity for growth.Style seeps into all areas of one’s life and chosen environment- clothing is only one singular piece of the puzzle and (the leading) fashion brands appreciate this- especially due to our preference for “experience” over goods. I say (or hope…) that the notion of style (something of longevity) has overshadowed “fashion” (something rapidly changing) and it is a 360* experience based on aesthetics, touch, smell, and sound, equaling a total sum of personal taste; thus interiors are of course the natural extension of personal style. The savvy luxury consumer buys into the dream - a dream which aligns with her own aspirations, desires, and taste and offers suggestions for the life which she pursues. Especially through a platform like Instagram which has skyrocketed our consciousness of actively building up our “ideal” lifestyle, there is no question that more luxury houses will continue to move into interiors, especially decor and home accessories. Living, breathing, feeling - as well as wearing- style are key to future growth and for the sake of fashion - make home where your heart (and your Gucci pillow) is!