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Fashion brands have leaned in to the sentiment: Emilia Wickstead makes tablecloths and napery, Loewe offers sculptural vases. Ralph Lauren Home allows your bedsheets to be as WASPy as you are; Gucci Decor is as wonderfully bamboozling to the eye as you might imagine.
And although these ranges are not new, they’re more relevant now than ever, as brands’ appetites to sell us not just products, but entire lifestyles, grow.
Hot on their heels are emerging brands such as Shrimps and Sezane selling homewares to their Cool Girl customers. Next year, resortwear label Venroy will debut a collection of furniture.
Alyce Tran knows the trend better than most – she founded fashion accessories label The Daily Edited, but now owns homewares brand In The Roundhouse. She says brands see interior design as another access point for customers.
“The way online content is created now, it’s not just about selling a flat image of a dress,” says Tran. “You need to tell the story of that dress. Whose dress is it? Where does she live? How does she live? And so as that content has changed, we’ve seen brands emerge in the homewares space because it helps to tell the whole story.” And, naturally, to sell the whole story.
Just as fashion influences our homes, the reverse can be true, too (British luxury paint company Farrow & Ball often finds colour inspiration on the catwalk). “The funny thing is,” says Tran, “that when we did a pop-up store for Christmas, I was stuck when it came to dressing the sales assistants. We eventually decided on a fun singlet-style shirt, and they all really loved it.
And it did get me thinking . . . maybe we need to get into the fashion game.”
The Summer issue of AFR Magazine is out on Friday, December 9 inside The Australian Financial Review. Follow AFR Mag on Twitter and Instagram.
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