Long gone are the days when luxury fashion was limited to your wardrobe. Over the course of history, many glamourous designer houses have crossed paths with gaming, technology, automotive and of course, home decor industries.
With brands like Missoni and Ralph Lauren leading the train of designers who have entered the homes category, it begs a closer look into the question: why? We’ve rounded up 5 likely reasons for the shift – along with a list of luxury fashion brands that have jumped on the bandwagon.
Expanding market reach
As more and more new brands enter the fashion industry, the competition is picking up in an already saturated market. The obvious solution: reach out to new consumers from a different market segment. With design and fabric being a few common denominators between the two trades, it’s a rather natural transition.
Following consumer trends
It’s evident that social media is a key authority in today’s generation. One result of this is a fresh appreciation for #art, #design and #aesthetic, in line with the #gramworthy mentality. Plus, fashion influencers have become both a reflection of and driving force for more consumers looking into home decor, as one report suggests. Today, the idea of anything visually appealing or fashionable sells – whether in the form of a cult bag or a table lamp – so long as it matches the perception of a desirable Instagram or Pinterest feed.
Interior design is in
A byproduct of social media influence and other factors such as better accessibility and spending power is an overall boom in the interior design industry. In 2017, the global home decor market was worth US$582 billion. Those numbers are expected to exceed US$741 billion by 2023 as the rich get richer and the new generation of millennials and Gen Zs become new homeowners. Luxury brands will only lose out if they don’t capitalise on this market.
Selling an image, not just a product
The idea of luxury is no longer just about owning a wardrobe full of bag icons or the latest pieces off the runways. Fashion itself has had to evolve time and again in order to stay relevant. It has to market an image; a lifestyle. It’s one where the modern luxury consumer shops with her Birkin in the day and returns to practice on her Hermes yoga mat in the evening, with Loewe home candles setting the mood in her patio.
Home is where everything is now
While the coronavirus has caused no small amount of loss and destruction, one positive outcome is getting to spend more time with loved ones at home. After all, home is where the heart is everything is right now.
It’s an office, a daycare, a nursery (congratulations to all you new plant parents!), perhaps even a restaurant or bakery (who else discovered a love for baking this year?). With the amount of time we’re spending indoors – and who knows how much longer this will go on – some of us may have already started redecorating to accommodate new lifestyles and hobbies. It’s only a matter of time before more designers want a slice of the pie.
Here are 8 luxury brands that have gotten a headstart.
Established in 2000 by Giorgio Armani himself, Armani Casa celebrates 20 years of bringing sleek, minimalist luxury to private homes. Its interior design arm was founded four years later, lending the bespoke Armani touch to hotels, residences, private yachts and planes around the globe. W armani.com
Christian Dior introduced its homes category in 2016, but only launched its official Instagram account in March this year. Reflecting its couture heritage, the brand’s home collections often feature floral, tarot or archival motifs, spanning tableware, cushions and selected home accessories. W dior.com
From a yoga mat to a mahjong set, Hermes has quite the unpredictable home collection. The French house debuted its first furniture line in 2011, followed by home fragrances in 2014. Today, its modern, abstract and geometrical house style is reinterpreted into a diverse selection of home textiles, desk accessories, sports sets and lifestyle objects. W hermes.com
Launched in 2017, Gucci Décor is all about maximalism. True to its House style, you’ll find creatures from Gucci Garden alongside elaborate prints and logomania across its interior offerings. The collection currently encompasses home scents, tableware, furniture, wallpaper and more. W gucci.com
The Fendi Casa home catalogue is designed with both residential and commercial settings in mind. That’s why you’ll find its contemporary furnishings – including sofas, dining and kitchen sets, lighting fixtures and even garden furniture – in some of the world’s prestigious residences, hotels and yachts. W fendi.com
If you spot the iconic Medusa emblem on a cushion, mug or tableware, chances are they are from the Versace Home collection. The brand has dipped its toes into homeware since 1992, so it has quite a comprehensive range of Baroque-inspired home and interior items – right down to pillow cases and bath mats. W versace.com
Ralph Lauren Home
American designer Ralph Lauren ventured into home furnishings as early as 1983. Since then, its collection has expanded to include a range of cabinetry, bath and bedding, lighting, floorcovering and fabric – each highlighting attention to craftsmanship and subtle equestrian influences. W ralphlaurenhome.com
Louis Vuitton Art of Living
Despite its longstanding history in fashion, Louis Vuitton only launched its Art of Living home division in 2012. Also dubbed Objets Nomades, the collection involves collaborations with famed designers such as Marcel Wanders and Andre Fu – resulting in innovative, one-of-a-kind furniture pieces that are a work of art in their own right. The brand also features its own range of monogram and Damier print décor, candles and home accessories. W louisvuitton.com
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Photos courtesy of respective brands