3X LUXURY BRANDS OPENING THEIR DOORS TO HOMEWARE
Hype culture is growing up. Gone are the days of spending eye-watering amounts on cool clothing and shoes – instead, people are coveting high-end items for around the home. In the words of cultural guru Daniel Arsham, people are actually selling their trainers to make room for art and design.
And luxury brands are catching on. Recently, we’ve seen limited editions in the form of trending rugs, hype cutlery sets, viral chairs, and even a tableware collection from none other than Louis Vuitton.
With cosy season now well and truly upon us, let’s take a look at which brands have jumped on the trend and branched out to the homewares department.
1. PALACE X WEDGWOOD’S PIPING HOT COLLAB
Palace are no stranger to a kooky collab. Having previously paired with the likes of Harrods, Stella Artois and Arc’teryx, their latest effort sees a hook-up with heritage homeware icon Wedgwood.
In October, Palace launched their partnership with a full tea set, including cups, plates and a teapot – putting a twist on tradition with a checkerboard-strawberry pattern paired with the iconic Wedgwood logo. Staying true to their skater roots, the collection also included two decks in white and Wedgwood blue.
A clear sign that Gen Z is getting older, this collection appeals to a market of young renters and homeowners keen to kit out their new abodes. Tapping into Zoomers’ newfound appreciation for all things tradition, the collection offers a cool and contemporary take, perfect for younger audiences. In proper Palace style, the brand even appeared on a tongue-in-cheek version of the BBC’s Sunday-night staple, Antiques Roadshow.
2. THE MACALLAN X THE MCCARTNEY SISTERS
Scotch whisky distiller The Macallan recently joined forces with fashion’s favourite sisters to launch a collection of high-end lifestyle and bar accessories – made to enhance and stylise the at-home drinking experience for whisky-lovers.
Inspired by the brands’ love for both the Scottish countryside and sustainability, the 11 piece set (titled Together) landed with a limited run of 300 pieces, available to buy at a huge £10,000 each. The drop also launched in line with a new Harmony Collection whisky by The Macallan.
An emerging trend among ateliers, the collaboration crosses categories to promote craftsmanship and high-end artisanal products outside of clothing – something that more high-end homeowners are increasingly seeking out. Speaking about the collab, Stella McCartney said: ‘We wanted to create a collection that celebrated the highest quality of materials and incredible craftsmanship that would be fitting of the shared values between us all... The idea was to have it live in your home, stand out, and of course be of the highest quality.’
3. ANYA HINDMARCH LAUNCHES ‘ANYA LIFE’
Already a staple in the hype category, Anya Hindmarch has been busy racking up the likes over the past few years. Fresh off the success of her viral ice cream collection (which saw her team up with brands such as Heinz and Birdseye), Anya has settled on her latest venture: homeware.
Launching Anya Life, a collection of quirky handcrafted pieces, Anya’s new line creates an extension of the traits her brand has become renowned for. The collection sees humour, wit and craft combine to create a series of striking and playful pieces that “will inject joy into your home”.
Speaking about the extension of her label, Anya said: “For me, craftsmanship and humour can co-exist to bring joy. From the irreverence of a funny charm that is a perfect replica of a Carmex lip balm but handcrafted in leather hanging from a beautifully made bag to the handpainted cup you drink your tea from in the morning, this is about bringing joy to the daily, familiar moments.”
Words by Emma Cocker, Copywriter.
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