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LONDON — Fashion has always flirted with homeware, but COVID-19, an accelerator for many industry trends, has pushed the category to new heights.
Lockdown has forced some fashion diehards to swap their outfit-of-the-day photos for interior-of-the-day ones, filling their homes with fantastical tablescapes, Gucci pillows and Anissa Kermiche’s tongue-in-cheek Body Language vases.
“People used to only think about how to dress to impress, but they now need to dress their homes, which became accessible to many more virtual eyes. That has undeniably helped [build] our brand awareness on Instagram: Everyone was posting their favorite item and a community was born, without the need to run a marketing campaign,” said Anissa Kermiche, whose ceramics, shaped to resemble women’s body parts. have become one of Instagram’s latest sensations.
According to Isabelle Dubern-Mallevays, the former creative director of Dior Maison and cofounder of luxury design platform