The new frontier for luxury fashion brands? Home. The Great Lockdowns have accelerated a trend that has been growing for years: fashion designers and luxury apparel and accessories brands like Gucci, Dior and Saint Laurent are increasingly adding home décor to their repertoires. It’s one of the top trends in luxury for 2021, so we decided to investigate. Our correspondent Angelika Pokovba has the story on 11 global fashion brands now bringing the luxury home with chic new décor collections, lots of them with a maximalist spin.
fashion brands pivot to home décor collections
A hallmark of 2021 is that luxury brands are evolving with the demand for interior design, as more home owners invest in their sanctuaries after a year spent in isolation.
New top fashion brands with home décor collections. Dior Maison in London. Photo Credit: Dandelion Chandelier.
And luckily for them, when it comes to home décor these days, more is more with the maximalist trend taking off in a big way. Meaning: to stay on trend, we all need more stuff!
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Luxury Ecommerce sites launch home sections
Cool luxury e-commerce site Ssense launched a section called “Everything Else” to showcase non-apparel and accessories offerings from leading global luxury brands.
Luxury apparel retailer Net-a-Porter established its lifestyle category in November 2020, following Farfetch and Matchesfashion, both of which were already in the home décor category.
What’s on offer? Think Margiela wallpaper, a Versace paddle-ball set, Louis Vuitton seating options, Dior table settings, and so much more. Gone are the days of a casual Hermès throw blankets being the main and almost only attribute of logomania. Luxury brands now want to make themselves comfortable within your home and they’re out to brand everything you own.
Leading fashion brands with home décor collections: Margiela. Courtesy Photo.
the maximalism trend fuels luxury consumer demand
“The past decade or so, minimalism was on the rise after the excesses and correction of the housing crash in 2008,” explains Interior Designer Penny Francis. “We saw the shift to less is more and those feeling guilty about showing too much excess in décor. We see a shift from that in design and clients wanting spaces to feel more like who they really are and how they live; spaces that are layered, cohesive, dynamic and luxurious.”
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And some consumers seem to have a bit of buyer’s remorse from minimalism-inspired design trends. Studies show that 61% of those who had previously renovated their homes to an industrial look now regret it. And the more time we spend at home, the more we are willing to invest in its design.
Maximalism being en vogue is not necessarily a new concept, the trend has been building for quite a few years.
“It’s not that minimalism is dead at all—there are very cool minimalist projects coming up all the time—it’s more that there’s an expanded view where maximalist ideas and ‘more is more’ designing has equal footing,” explains interiors writer Tim Latterner.
Instead of a Dior saddle bag, 2021 is the year to buy Dior plates
“With a globally 23% decline in the luxury goods market, luxury brands have gotten an opportunity to tap into consumers’ increased interest in home décor (and lack of entertainment), but also an opportunity to sell branded goods that would help with their online marketing,” explains the design aficionado known as The Storm. Known for his clean palettes and monochromatic design, he’s witnessing logo-driven sales used to create better brand value.
Simply put, the luxury market was desperate and tapped into what seemed like a natural extension. And they pulled it off. In 2020, Off-White launched its homeware exclusively on Farfetch, and Matchesfashion and saw a 43 percent growth in its home goods.
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Not all of us however want an egg-shaped chair from Louis Vuitton or Versace wallpaper, and this is where tchotchkes have become a focal category for many designers. Francis notes that many of her clients are asking for a piece de resistance — and they are willing to invest.
For some, it might be a Great Jones Dutch Oven for the stove top, a Smeg fridge or decor pieces from Arteriors, Made Goods, Jonathan Adler, Michael Aram, and Assouline Books. How about a gaming machine from Saint Laurent or a board game from Brunello Cucinelli?
15 luxury fashion brands with chic home décor collections
Objects have become a novel way to invest in luxury pieces. Here are some of the items that caught our eye in this new world of luxury home décor.
1. Saint Laurent Rive Droite
Collaborations have always been an easy way to test the market. For example, Saint Laurent introduced its Rive Droite retail and online store of home and lifestyle objects via partnerships with other luxury brands like Baccarat. For example, this hand-carved marble turntable was developed as part of a Bang & Olufsen collaboration.
BUY NOW: $44,000.
2. Dolce & Gabbana x Smeg
Dolce & Gabbana also entered the luxury home décor market with a collaboration, this time with the Italian home appliance brand Smeg. The “Sicily is My Love” collection includes this Fab 28 refrigerator, as well as stoves, hoods, and small kitchen appliances.
BUY NOW: $10,000.
3. Louis Vuitton Objets Nomades
Smaller design houses also got the chance to collaborate with larger brands. For a brand like Louis Vuitton, which is a master at leather-making, furniture is not exactly its forte. Designers like Fernando and Humberto Campana (designers of the iconic Cocoon, below), Andre Fu, Raw Edges, Zanellato/Bortotto and more are featured in the brand’s furniture collection called “Objets Nomades” — quite literally objects for nomads, digital at-home nomads that is (all of us, really!)
BUY NOW: $96,000.
4. Gucci Home
Creative director Alessandro Michele launched a whimsical and memorable line of home décor items in 2017. One of the newest offerings is this satin cushion. Made in Italy, it features the house’s Night Forest pattern as the backdrop to the antique-style needlepoint appliqué.
BUY NOW: $950.
5. Dior Maison
In its latest collection, Dior Maison and Maria Grazia Chiuri create a set of four earthenware dinner plates depicting tarot cards, a tribute to Christian Dior’s superstitions. The set includes le Soleil, la Papesse, la Force and la Justice.
BUY NOW: $950 for the set of 4.
6. Moda Domus
Co-founder of Moda Operandi Lauren Santo Domingo has designed and developed a new in-house homeware label called Moda Domus. From the line’s “Farm-to-Table” collection comes this Italian-made ceramic plate in the shape of an autumn leaf.
BUY NOW: $375 for a set of 4.
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7. La DoubleJ
Crafted from Ancap porcelain, La Double J’s multi-colored Libellula six-piece dessert plate set archive-sourced prints from Italy’s silk specialists Mantero, based in Lake Como.
BUY NOW: $353 for the set of 6.
8. Emilia Wickstead
This green and white tablecloth is from Emilia Wickstead’s new homeware collection. It channels the exuberant 1940’s aesthetic of interior decorator Dorothy Draper, as outlined in her book Entertaining is Fun! How to be a Popular Hostess. It’s produced in Italy from flax linen, printed with a floral pattern and juxtaposed with a fine ajour trim.
BUY NOW: $610.
9. Brunello Cucinelli
Brunello Cucinelli’s grey backgammon set has been elevated with hues of grey and forest green. It’s made in Italy from a KRION case – a hybrid material made from resin and natural minerals, with a finish similar to stone – and opens to reveal an exquisite interior crafted with walnut wood and stainless steel coordinating with the pieces.
BUY NOW: $8,125.
10. Missoni Home
Missoni Home is known for sunny home décor elements, like this orange Yanai Daydream cushion. It is crafted in Italy from cotton-blend jacquard, with a signature black and orange logo-woven tab.
BUY NOW: $561.
11. Hermes
12. Maison Margiela
Maison Margiela offers a number of conversation-starters and objects. We kind of love this ostrich egg the best. We didn’t know we needed one until we realized we did.
BUY NOW: $315.
13. Versace
Nothing says “living the dream” like a Versace pool float, right? This gold “Crete de Fleur” inflatable pool toy is part of Ssense’s new “Everything Else” selection. As is a Versace gold cheetah sculpture that is the very definition of the word “bling.”
BUY NOW: $250.
14. Loewe
Spanish brand Loewe is famous for its craft in leather, but this striped cashmere and wool blanket is equally luxurious, and it sports an embossed anagram on a leather patch.
BUY NOW: $1,950.
15. Off-White
This beige beechwood cut-out door stopper from Off-White is exclusive to Farfetch. You’ll also find an umbrella stand , a deck chair, bath towels and more.
BUY NOW: $240.
15 fashion brands now bring luxury home with décor collections
Those are the global luxury fashion names to know in the home décor world right now. Can Chanel and Valentino be far behind? We hope so! We would happily welcome them into our homes.
join our community
For access to insider ideas and information on the world of luxury, sign up for our Dandelion Chandelier Newsletter here. And see luxury in a new light.
This article contains affiliate links to products independently selected by our editors. As an Amazon Associate, Dandelion Chandelier receives a commission for qualifying purchases made through these links.
Angelika Pokovba is a culture writer from New York City currently living in Mexico. She is deeply passionate about sustainability, loves fashion and its history, and hopes to become a nose (perfumer) one day, too.
