Words by: Sophie Tweedale
Fashion-inspired furnishings have never been hotter. Dreaming of an armchair and footstool to match that floral Erdem wrap? Look no further, because the fashion set has arrived in our front rooms and it is setting up home.
The lines between interiors and apparel are blurring, with designers putting their stamp on homewares in a big way.
Take Osbourne & Little’s flamingo-print wallpapers made by Matthew Williamson, or House of Holland’s sell-out Paradise sofa for Habitat, or the Hermes coffee table, now available at the click of a mouse.
Banish any preconceptions of dodgy diffusion lines more akin to the ‘90s, in 2017 these new fashion credentials mean our homes are seriously in danger of being better dressed than us.
From Armani to Von Furstenburg, everybody seems to be at it. So what is driving the trend of catwalk-chic in our modern homes?
Deborah Brett, is a Fashion Editor and Instagram influencer who has built a massive Instagram following from refurbishing her own homes in Holland Park and then Ibiza, with fashion-inspired style.
She says: “We fall in love with a designer’s aesthetic when we buy their clothes, so why wouldn’t we want that look in our own homes too? It’s a very natural transition for designers to put their imprint on interiors.
“I had a green floral Clements Ribiero dress I loved so much, that when I was decorating our dining room in London four years ago, I asked if they wouldn’t mind printing me an extra eight metres just for my armchair, and they did!
“I think as a generation we are looking to buy things that are less fast fashion and much more of an investment, our homes have become an extension of that, and of who we are, so why not dress our homes too.”
Missoni Home are another big crossover brand, along with Clements Ribiero, arguably now more famous for their interiors than their catwalk creations. And smaller labels and high street fashion favourites are all following suit too.
Just this month Zara launches its AW17 Home Kids campaign ‘Little Adventures’, giving mini fans of the brand a chance to live in it too.Brett says: “Lots of brands, from the big global fashion houses to the small independents are becoming fully immersed in interiors, they can see it has hit a real nerve with people, it’s almost a movement in itself.”
She highlights Tracey Boyd as an example of a previously up-and-coming fashion designer who now focuses on interiors, creating furniture for hip homeware store Anthropologie.
Brett says: “H&M is another great example of high street brands just doing great things in our homes, it doesn’t have to be just haute couture, you an easily pepper your home with amazing, affordable finds. “People are curating their homes just like they curate their wardrobes. The idea that we can beautify every aspect of our lives is a very Instagram generation vibe. The advent of social media can only increase the trend.
“People are investing more in their interiors than ever, and what they would once have spent on their wardrobes, they are now quite happily spending on a designer sofa or lamp instead.
“You are allowed nowadays to be more than one person these days, we’re not just mums, or businesswomen, or partners, and the same rule goes for fashion designers and why not?”
According to a recent survey homeowners spend an average of £15,215 a year on furnishings and interior design. And it seems no room is off bounds either, D&G teamed up with SMEG to create a fridge, blender and coffee machine all splashed with the Italian brand’s iconic red Sicilian pattern.
More than 30 global fashion houses took part in Milan’s famous furniture fair in 2015, with names ranging from Armani to Versace.
Certainly, the home-haute love-in adds an element of fun to furnishing our homes, seen in items such as the Jean Paul Gaultier ‘chariot’ armchairs, and Mahjong-shaped bed. Or the crazy ‘Chair of 1000 Eyes’ (£50,000!) by Fendi, made up of 100 bags, and Rick Owen’s sofas, made of bones, antlers, concrete and cashmere. (£14,700).
Our love affair with interiors isn’t going anywhere. And whilst cat-walking around your living room is optional it’s never been easier, or more fun, to add a bit of house couture to your home.