Major projects drive dialogue between fashion and furniture
Major groups grow thanks to supplies for branded buildings, but investments in retail do not stop. Middle East, Asia and the United States the most promising markets
4' min read
4' min read
It seems to be an inexhaustible vein, the one that links the world of fashion to that of furniture. Born a few decades ago with some pioneers of this dialogue between two symbolic sectors of Made in Italy - such as Missoni Home in 1983, Fendi Casa in 1987, Armani/Casa in 2000 and Diesel Living in 2008 - the phenomenon has been consolidated in recent years.
Among the big fashion and luxury brands that have set up true in-house design divisions (entrusting the production of their collections to furniture-design companies) are, for example, Versace Home and Dolce&Gabbana Casa, both of which have joined the ranks of Luxury Living Group, the Forlì-based company founded in the 1980s by Alberto Vignatelli and taken over by Haworth Lifestyle Design in 2020, from which Fendi Casa exited in 2021, taken over by Flos B&B Italia Group.
Even this small risky transfer of ownership demonstrates the interest of the major design groups in fuelling this line of business, which is functional not only to consolidate their positioning in the luxury segment, but also to respond to the demand of the high-end market, which is increasingly asking companies for 'total lifestyle' solutions, i.e. capable of enriching the various aspects of lifestyle, from the way of dressing to that of furnishing the home. This also explains the many (mostly occasional) co-branding initiatives between design and fashion brands, which are announced and presented every year during Milan Design Week, in conjunction with the Salone del Mobile.
Long-Term Partnership
.However, more structured operations at industrial and commercial level, such as those based on long-term agreements between companies in the two sectors, are more likely to be successful than the establishment of separate divisions and the training of dedicated professionals. Because, despite the similarities, substantial differences remain between the two sectors, starting with production processes and distribution. It is no coincidence that, while the design and styling part remains firmly in the hands of the fashion 'parent companies', production and sales are entrusted to furniture partners or joint ventures between the two.
"I see great ferment in this market," says Andrea Gentilini, CEO of Luxury Living Group, which, in addition to Versace Home and Dolce&Gabbana Casa, also produces the home lines of Trussardi, Bentley and Bugatti under licence. "All the major fashion brands are considering launching collections dedicated to the home, even if only through small or temporary projects. And in fact we have never before had opportunities to launch new collaborations'. A sign that, despite the difficult economic moment, the fashion-furniture binomial still has a strong potential to express.
