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Fashion Brands Make The Big Pivot Into Homeware Design

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Fashion Brands Make The Big Pivot Into Homeware Design

Fashion brands branching out into homeware and lifestyle design is just part of the new normal.

by Rebecca Rachel Wong  /   February 1, 2021
fashion brand homeware

Shrimps and furniture retailer Habitat take on '70s Palm Springs chic with their home decor line. Credit: Habitat

Thanks to the quarantine life and vast hordes of consumers spending more time indoors, a renewed interest in the home and living space has been ignited. And fashion brands are sitting up and taking notice – or otherwise ramping up their focus if they’ve already dipped their toes into the market.

READ MORE: Saint Laurent Brings Merch From Its Rive Droite Store To Singapore

In fact, even before the pandemic hit, both luxury and mass-market labels like Gucci, Hermes, Dior, H&M and Zara had either launched home decor collections or opened interiors-centric concept stores.

fashion brand homeware
Credit:Ivan Tan

Ong Shunmugam has expanded its Survanabumi homeware range with a line of beautifully crafted rattan furniture.

Fashion retailers are pivoting on this moment too. In November last year, Net-a-Porter expanded its lifestyle range to include decorative objects and throws from a variety of brands, as well as producing exclusive lifestyle lines with brands like fine jewellery label Jia Jia and fashion house Erdem.

READ MORE: The New National Sport: Building A Jungle Home

“We are definitely seeing more of our brands expand into homeware or increasing their homeware offerings,” notes Libby Page, senior fashion market editor at Net-a-Porter, to FEMALE.

“Fashion brands recognise that customers who love beautiful fashion items also want beautiful items for their homes.”

Libby Page, senior fashion market editor at Net-a-Porter

“Customers are wanting their homes to be aesthetically-pleasing spaces now that they spend so much time in them. And fashion brands recognise that customers who love beautiful fashion items also want beautiful items for their homes.”

fashion brand homeware
Credit:Net-a-Porter

New York fine jewellery label Jia Jia launched an exclusive lifestyle line of celestite geodes and crystal quartzes with Net-A-Porter last December.

Closer to home, homegrown store The Editor’s Market launched a Life section with the expansion of its 313@somerset flagship store in August last year. New products include fragrances, kitchenware, textiles and even stationery.

READ MORE: Singapore Fashion Label Ong Shunmugam Launches An Exquisite Rattan Furniture Collection

Vivian Low, co-founder of The Editor’s Market, adds that the retailer did see an increase in demand for homeware and lifestyle products during last year’s circuit breaker.

fashion brand homeware
Credit:The Editor’s Market

One of the homeware brands stocked at The Editor’s Market is Scandi label Ferm Living.

“It was truly a period in which we saw our homes as sanctuaries more than ever before, and desired them to be well-furnished,” she says. “We’ve always thought that the appreciation of aesthetics can be translated across different verticals, not just fashion.”

READ MORE: Inside The Eclectic Home Of A ‘Frenchaporean Auntie’

With more brands recognising the opportunity to put their style stamp onto lifestyle objects, get ready for more updates on the, erm, home front. Meanwhile, here are eight brands that have expanded into the territory in recent times.


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https://www.femalemag.com.sg/gallery/fashion/fashion-brands-homeware-lifestyle-decor-pivot/
Fashion Brands Make The Big Pivot Into Homeware Design
ERDEM
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British luxury brand Erdem has always been known for its whimsical and feminine ready-to-wear collections. In November last year, the label entered the wonderful world of interiors as well. Collaborating exclusively with Net-a-Porter, founder/designer Erdem Moralioglu has designed two floral-knit blankets in saturated greens and bold navy. Made from merino wool and cashmere yarns, patterns include the brand’s moniker and reflect the designer’s personal taste in art and interiors.

Net-a-Porter
SHRIMPS X HABITAT
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Founded by London-based designer Hannah Weiland, Shrimps entered the British fashion scene in 2013 specialising in chic, faux fur outerwear. It has since expanded to include other clothing and accessories, as well as two popular homeware collaborations with UK furniture retailer Habitat (available at www.habitat.co.uk). The first was released in 2018, and the second in October last year. Titled Shrimps X Habitat, this round’s capsule collection is playful and uplifting. Inspired by the glamour of Palm Springs in the ’70s, we’re talking rattan armchairs, cushions, table lamps and rugs in bright colours and funky prints.

Habitat
LOEWE
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The Spanish brand saw its first foray into the lifestyle market in 2018, with the launch of a series of blankets, tapestries, leather frames and decorative boxes inspired by indigenous cultures from around the world. Since then, the label’s home section continues to include a small selection of stylish stripe blankets in wool and cashmere, along with its very first home scent collection. Launched in August last year, the range comprises candles, scented wax candleholders, room sprays and room diffusers with unusual notes like tomato, beetroot and oregano.

Loewe
JIA JIA
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New York-based fine jewellery brand Jia Jia is regarded for its hand-selected crystal jewellery so it is only natural that its exclusive foray into lifestyle retail with Net-A-Porter in December 2020 features decorative objects such as celestite geodes and crystal quartzes. Uncut and untreated, these alluring pieces feature stunning colour contrasts, with each one boasting a unique shape. Needless to say, they’re bound to turn heads when visitors step into your home.

Net-A-Porter
MEHRY MU
image

Founded by Turkish designer Gunes Mutlu, Istanbul-based Mehry Mu is all about locally crafted handbags, with a focus on plush textures like rattan and velvet. Its structured Fey bag even garnered the attention of celebrities like Amy Adams and Rocky Barnes. Last year, the brand also introduced the Fey trays (available from www.mehrymu.com), featuring its signature hand-stitching detail. Besides being a classy serving tray, the leather and rattan design makes for the perfect storage for your accessories and other trinkets.

Mehry Mu
ONG SHUNMUGAM
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The label, which celebrated its 10th anniversary recently, launched its first homeware collection titled Survanabumi in December 2019 with an 11-piece tableware line. Undeniably intricate and Instagram-ready, pieces were designed with Southeast Asian cuisine and culinary rituals in mind. For instance, the inclusion of chopsticks, sauce dishes and rice bowls in the collection. Every plate and bowl is made in Japan from Arita porcelain, with illustrations hand-painted in the label’s Singapore studio. The brand followed that act with a series of exquisite rattan furniture last September. Crafted in Malaysia, the designs also feature pretty lovely fabrics and materials, such as batik from Indonesia, jacquard from China and indigenous Iban weave patterns.

Ong Shunmugam
ANNISA KERMICHE
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Although French designer Anissa Kermiche – available on Net-A-Porter – first made her name in jewellery, her quirky homeware collection is what her eponymous brand is best known for now. Launched in 2019, the cheekily named Love Handles and Jugs Jug ceramic vases were instant favourites amongst fashion influencers and the general public − selling thousands of units on Matches Fashion in only eight months. We also love the brand’s Earthenware jewellery box in white, gold and black – a perfect combination of both form and function.

Net-A-Porter
SEZANE
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Created in 2013, French clothing label Sezane has gained a huge following in Europe for its vintage-inspired clothing, along with a wide selection of leather goods, jewellery and accessories. It also rolled out its debut home selection in May 2020 (available on www.sezane.com). Our top pick is its quaint table lamps, which come in either vintage floral printed fabric or raffia wood. Its selection of velvety round cushions in rich tones will also lend a touch of boudoir glam to your abode.

Sezane
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  • homeware
  • stylish homes
  • tableware
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