EXTREME MAKEOVER: HOME EDITION
Fashion labels create co-branded collections for the home
Luxury fashion brands are increasingly making their foray into the $649 billion homewares market via co-branded collections with established home retailers. These collaborations offer consumers a greater chance to invest in a brand’s expanded lifestyle as they spend their dollars on items that will contribute to the sanctuary that is their living space.
IKEA X OFF-WHITE
IKEA recently released an official preview of Markerad, the long-teased home goods collaboration between the Swedish retail giant and Off-White’s creative wunderkind Virgil Abloh. The line, which still does not have a confirmed release date but is projected to drop sometime in 2020, blends Abloh’s savviness around street culture with IKEA’s iconic minimalist design and will retail at traditional IKEA price points in order to specifically target Millennials as they furnish their first homes. IKEA has recently been releasing multiple collaborations that are tailor-made for this core consumer’s particular range of needs, with initiatives around health and wellness, among others.
DOLCE & GABBANA X SMEG
Luxury fashion brand Dolce & Gabbana teamed up with Smeg, an upmarket domestic appliances manufacturer, to release Sicily is my love, a line of stylish kitchen appliances. The aesthetics of the line, which feature resplendently colored and patterned reinterpretations of folkloric Sicilian iconography, are an homage to both brands’ deeply-rooted Italian heritage and the country’s strong cultural emphasis on food. The toasters, juicers, kettles, blenders, and mixers in the collection are priced in the hundreds of dollars and sold through luxury e-tailers. The collection will delight global consumers who gravitate toward undiluted expressions of culture via their products and services.
SHRIMPS X HABITAT
The notably eccentric and whimsical UK-based fashion label Shrimps is teaming up with home goods retailer Habitat for the fashion brand’s first ever home collection, which will be released this upcoming September. The limited edition capsule is directly inspired by Shrimps’s most popular fashion designs and will feature soft goods such as bedding, throw blankets, and rugs alongside decorative wall art, all of which will feature archival Shrimps artwork. Shrimps, which is known for its maximalist aesthetic, is one of a few fashion brands that have recently eschewed the minimalism that Millennials have embraced in favor of bolder and highly maximalist aesthetic offerings.