In the past it was unusual to hear of luxury fashion brands' entry into the design and manufacture of premium Homewares. However it’s logical because fashion and home décor share two critical core competencies in textiles and design, and therefore in terms of category extension for fashion brands pose relatively low levels of risk. ‘Luxury lifestyle’ is becoming a much called-upon catch phrase to theorize extensions by luxury brands, outside their known expertise.
Here are the key fashion brands that have extended into luxury Homewares.
Armani/Casa was founded in the year 2000 providing a platform for Giorgio Armani to set out his vision of the living space: intimate, special, comfortable and sophisticated. The collection includes furniture, accessories, fabrics, ornaments and lighting, as well as a modular bathroom arrangement and a complete kitchen system.
In the spring of 2001, launched Donna Karan Home and DKNY – two distinctive bedding and bath collections for the home. More recently, PureDKNY was launched: an eco-friendly home collection made from 100% organic cotton.
In 2011 Diane Von Furstenberg launched her first venture into the home decor industry, debuting a home collection encompassing tablewares, bedding and rugs.
Fendi was one of the first Italian luxury fashion brands to enter the Homewares space, launching the Fendi Casa Home Collection back in 1989. The collection was launched in collaboration with Club House Italia, an Italian firm established in the 1970’s, specializing in the production of upholstered furniture and related raw materials.
Hermès launched its La Maison collection at Milan’s Salone del Mobile in 2011. Hermès’ first complete Homewares collection, designed by Enzo Mari, which included textiles, wallpapers, ceramics and furniture. Enzo Mari also designed a desk, a chair and a small storage coffer, combining high quality materials such as Canaletto walnut and Hermès’ signature leather.
The Missoni Home collection debuted in 1983, reflecting an interest in a new style of functional home-living, developed with the highest quality material. Leading Italian home-textiles producer T&J Vestor was enlisted by Missoni to produce the high-end furnishing and accessories collection.
Ralph Lauren is widely credited with introducing the ‘lifestyle’ approach to luxury fashion retail and advertising. Therefore it is of little surprise that his brand was the first American brand to enter the realm of Homewares. Today, Ralph Lauren Home manufactures and retails furniture, lighting, fabric, wall covering, floor covering, bedding, tableware and even paints.
Vera Wang opened doors on her first ‘lifestyle’ retail destination back in 2006, for the first time combining her ready-to-wear, accessories, fine jewelry and fragrances, with tableware and textiles. Today the brand focuses on bedding, fine papers and table top categories within its Homeware products.
Versace launched its home collection in 1992, initially as a collection of textiles for the home, in the form of sheets, duvets, pillows and cushions. A range of porcelain dinner services and sets soon followed, echoing the neo-classical sentiments of its fashion textiles, produced in collaboration with Germany’s Rosenthal porcelain specialist.