How fashion designers like Armani and Louis Vuitton are jumping on furniture as a savvy investment.

Giorgio Armani presents his Asian-influenced ‘Armani/Casa’ range in Milan


Alexander Fury, April 2015, The independent.

Milling around this year’s Salone del Mobile, which closed just over a week ago in Milan, you recognised quite a few names. At least, I did. Fendi, Armani, Louis Vuitton, Loewe, Versace. Rather than the monikers of furniture designers, esoteric and obscure (at least, to me), the participants were just as likely to come from the fashion sphere.

It’s a growing trend. Tony Chambers – who, as the editor-in-chief of the fashion and lifestyle magazine Wallpaper*, is as likely to look at a grey Prada suit as an Eileen Gray table – dubs the increase in fashion labels offering homeware “exponential” over his 12 years at the magazine. He highlights the collections of Bottega Veneta and Hermès – as well as the porcelain produced under the Richard Ginori label, which was acquired by Gucci in 2013 – as expressive of fashion houses’ “investment in quality” when it comes to their new homeware ranges. “This is the silver lining of the financial crisis – now every brand thinks very, very seriously and long term about how they use their name and their logo,” Chambers says. “Pre-2008, there was quite a bit of abuse of that.”


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