Fashion has always flirted with homeware, but COVID-19 has pushed the category to new heights.
LONDON — Fashion has always flirted with homeware, but COVID-19, an accelerator for many industry trends, has pushed the category to new heights.
The difference was that, in the past, home collections were constrained by the physical limits of traditional retail stores — where they were usually treated as secondary and kept at the back. Now, they’re getting a bigger share of the spotlight. “We have always approached our homeware offer as an extension of our customer’s style. A customer with a purist style who wears The Row and Jil Sander might be enticed by an Anissa Kermiche vase or some Nathalee Paolinelli ceramic plates. We try and cater to that women’s full aesthetic and lifestyle,” said Chelsea Power, senior buyer at Matchesfashion.com.
“It’s liberating, to be honest. When you slow down a bit, you can really think about what concept directly relates to the partnership you’re working on. Interiors can create the environment or the context in which you want your brand to exist in the future,” she added.J.J.
Expanding into home “would also allow many designers to diversify their production and supply chains. The engagement is there from the consumer and the interest for decorating has been further piqued during lockdown, so it feels like a natural next step for so many of the brands which have a strong identity in terms of a print, logo or design,” said Ida Petersson, men’s and women’s buying director at Browns.
New businesses are also emerging out of this newfound appreciation for dressing the home, namely tablescape rentals. “It’s a nice way to encourage people to come together more, be present and create memories around something that’s beautiful, as lockdown eases,” said Elliott. “People won’t have the same amount of money to spend and they’ll be investing more in experiences. It’s a different feeling when you buy something for the home, it feels less indulgent and it’s more likely to increase in value.”
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