Brand development new direction: fashion brands have produced fashionable furniture

Today's fashion brands like Luo Yiwei, Dolce & Gabbana, Hermes and Butterfly are entering the home furnishing industry, producing home products such as cabinets, lamps, chairs and even refrigerators, expanding the brand map to cater to consumer demand.

Fashion companies expand brand map

“Fashion must be integrated into the real world.” Jonathan Anderson, creative director of luxury brand Loewe, explained this when introducing his first furniture collection. The most representative of the collection is an antique chair designed by Bailey Scott and a wardrobe with vivid leather patterns. This collection of fifteen pieces of furniture debuted at the annual Milan International Furniture Fair. Anderson continued: "It's like showing your character through your connection with different things. It's these things that make you your own. Brands also need to do this, and they will do more and more. Key The point is to try to reintegrate into the right context and discover new things."

Loewe is not the only fashion company to expand its brand territory by developing a range of home products. For the first time at the furniture fair, there is also the art refrigerator of the fashion brand Du Jiabanna. These 100 hand-decorated refrigerators cost as much as 30,000 euros each.

For Anderson, focusing on furniture is an instinct; since he joined Loewe in 2013, the designer's obsession with crafts and ancient primitive art has been reflected in his creative vision of this luxury brand. He decorated the furniture with furniture designed by William Morris and Charles Rennie Mackintosh, and the artwork of Juan Miro, the photography of George Pratt Lanes and the furniture of the mid-20th century. Brought to the show floor of the Luo Yiwei 2016 autumn and winter fashion show. “Furniture is always fascinating to me,” Anderson said. "My grandfather is a furniture collector. I have inherited this - my home is full of chairs and cans."

Fall in love with exquisite workmanship

In Anderson's view, craft is the shackles that bind the fashion world and the furniture industry. He pointed out that the products favored by consumers today are not only beautifully crafted, but also harmonious in shape, function and texture, whether it is a sideboard or a skirt. "In this era of surrealistic digitalization, we naturally fall back to the home, and the things that exquisite workmanship. This is actually a pursuit of honesty." Anderson is embarking on a craft revolution. Not long ago, he launched the first craft awards of the Luo Yiwei Foundation, and the winners of the award will be announced next spring.

TheRow, the fashion brand of Ashley and Mary Kate Olsen, is also brewing their own interior design style. The brand exhibited its fall/winter 2016 collection in its warm and stylish showroom, and the furniture in the showroom was provided by Wyeth, a home furnishing specialist in the mid-20th century. The designer sisters have been working with Wyeth for more than a decade—this may help to understand the interior design style of their second independent store, which opened in New York this month.

A wonderful fusion of clothing and home

Milan's Dimore Gallery is a must-have for fashion magazine editors during the fashion week. Now, the magnificent interior is said to have become a source of inspiration for a new brand called Attico, which is shot by Italian street. The Red Man Gilda Ambrosio and Georgia Tordini were founded. Attico—the “attic” in Italian—is a collection of velvety soft robes, tassel dressing gowns, and embroidered fabric dresses. The retro style of the collection draws on the design of antique rugs and wallpapers, such as the luxurious interiors of the Dimore Gallery. Tordini said: "The Dimore Gallery is an extraordinary place. What we admire is that they seem to effortlessly create a unique interior that will make you feel right away. It’s like going back home. We don’t want to limit Attico to just telling the story of clothes – we want to make customers feel the wonderful imaginary interior space where our women live.

Editor in charge: Hao Yanchun

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