If you're partial to Gucci cushions, have a penchant for Calvin Klein blankets or are hankering for some home accessories by Maison Margiela, you'll be happy to hear that MatchesFashion.com has launched a dedicated homeware category on its e-tail site.
The premise behind the launch is that style is no longer just about what you wear – it permeates all other aspects of your life, particularly the things you surround yourself with in your home. In response, MatchesFashion.com has curated a collection of cushions, throws, items for the tabletop, home fragrances and other decorative accessories by emerging and established brands. These will be unveiled in monthly drops throughout the year.
"We've always approached our ready-to-wear buy with a strong fashion point of view, but closely considering our different types of customers and all elements of their lifestyle – where they travel, what they wear while they relax at home, what they need for the gym, what they wear for the office, or when dressing for a cocktail event," explains Natalie Kingham, fashion and buying director at MatchesFashion.com, which is celebrating its 30th anniversary this year. "Homeware was a natural addition as we recognised that interiors are an extension of their personal style. I think a lot of the brands we work with have started to branch out into these areas, too, so it made sense to cultivate this.
"Style isn't just about what you wear, and it's inevitable that if you are interested in fashion, then you probably have a keen interest in interiors – which is also a way to experiment with bolder design." Kingham continues.
Building on the synergies between the worlds of fashion and interiors, MatchesFashion.com's home offering includes pieces by designers that are already present on the site, such as Gucci, which launched its much-coveted homeware collection last year; the prints-tastic clothing label La Double J, which has reworked its vintage aesthetic into a collection of crockery; and French brand Kilometre, which creates aprons embroidered by artisans. Also on offer is crockery by Scandinavian brand Raawi, glassware by Campbell Rey and modernist objects by Carl Aubock. Luke Edward Hall has created a bespoke collection for the launch, and other designers will include Bella Freud, Once Milano, Perfumer H and L'Objet.
"Our customers love to discover and learn about new designers, about the provenance of the clothes they buy and to understand the story behind the brand. We wanted to offer the same sense of discovery with homeware and offer an edit that showcases beautiful craftsmanship, which also has a longevity that resonates, as it's not seasonal or trend-driven. These are pieces that the customer can love and keep forever," explains Kingham.
The launch of the homeware category will be followed by the unveiling of a new “retail and broadcasting” destination in London, at 5 Carlos Place in Mayfair. “The concept of our new townhouse was really a result of this idea of our customers wanting everything in their life to feel considered and wanting to be inspired in all aspects of their lives. We want to bring a sense of enjoyment back to physical retail and to collaborate with partners, and have conversations that create a sense of community and inspire our customers. We really understand our customers’ lifestyle and interests – whether it’s art, photography, wellness, floristry or food, and will have a rolling calendar of events to reflect this,” says Kingham.
“The broadcasting extends this relationship with our customer, too – we will be launching a podcast series as well as filming and live-streaming all our events to connect with our global audience. In a world where the ‘stories’ format is fast becoming the most popular way to consume content, broadcasting live and nearly live content feels like the freshest way to deliver an authentic brand experience and something we see enormous potential in.”
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Read more:
A man's guide: how to brighten up your wardrobe with a splash of colour
Adaptive and inclusive design: fashion for people with disabilities
In the future will we all be wearing lab-grown leather and mushroom skin?
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