Why are Luxury Brands Banking on Interior Design?
photo: Gucci via: L’Officiel
Luxury brands have been beginning to join the interior design market within recent years. These decor collections allow their loyal consumers to not only wear their garments and accessories but also have their products in their home. These collections can include everything from pillowcases to teapot sets. They can also be collaborations with already established homeware brands. These collections have seemed to work well for these brands and have sold out multiple times bridging the gap between luxury fashion and homeware.
Photo: Arjé via: Architectural Digest
The want for fashiong brands to go into interior design is not surprising. Many factors of fashion also tie into interior design. Many times interior designs trends are directly linked or inspired by fashion trends. For instance, patterns and furs that are seen on multiple runways can be apart of an interior design trend later on that year. In addition to this, interior design and fashion use similar fabrics and materials to make product. These two industries thrive on various textures, colors and patterns to create a garment or enhance a space. Sustainability is beginning to be at the forefront of both industries.
Photo: Thomas Loof via: Architectural Digest
Many people are shopping second hand for both furniture and clothing as brands are beginning to create more sustainable choices for both. Creating an aesthetic that matches the individuality of any person is at the forefront of any design medium. Both mediums call for the increase of self expression within different mediums. Interior design allows people to embrace their own styles and trends within their homes. Fashion allows people to express themselves through their clothing and accessories. Both can enhance anyones individual style. These are why many fashion designers and brands turn to the interior design market and industry.
Photo: Scott Frances via: Business of Fashion
Co - founder of Invisible Collection Isabelle Dubern-Mallevays told the Business of Fashion, “Today, it is the fashion luxury companies like LVMH, Kering or Moncler that are the new patrons of the arts and design. Step by step, fashion brands have entered the art space, and now, the fashion and design worlds are completely colliding. It starts on the runways, if you think about the colourful Gaetano Pesce chairs created for Bottega Veneta’s show, or the setting by Joana Vasconcelos at Dior’s latest show in Paris. I think luxury businesses working with interior designers is a new but lasting trend — and I see the eye of the architects inside all these companies and their projects for their stores and headquarters…And competition is high between these companies for the best, most exclusive furniture and objects.”
Photo: Moda Operandi via: Appear Here
Interior design is a new category and market for luxury brands to be in and allows them to expand their business and in turn, their consumer base. The worlds of interior design and fashion design intertwine in so many ways, making them a smart and vital investment for any brand to do. The market of interior design allows brands to create more long term loyalty with customers. It also creates a luxury lifestyle that goes beyond fashion and allows brands to be in customers' homes.
