It is now known: in these long months of pandemic, the opportunities to show off clothes and jewels have decreased, if not eliminated, while the time spent at home has multiplied and we have all realized how much our homes can be improved. Thus, those who have the possibility, prefer to spend their money to buy furniture and furnishing items rather than clothes, with evident effects on the performance of the respective production sectors: the home sector has held up quite well, while the fashion industry he suffered much more.
Direct witnesses of this differentiated trend are the fashion companies that for years have also developed collections or internal divisions dedicated to furniture, including Fendi, Armani, Missoni, Versace and Diesel, which confirm the resilience of the home segment also in 2020, with a recovery in the second half, and a good start to the year for 2021. Not surprisingly, these brands continue to invest to strengthen their home divisions and their creativity has not been stopped even by the absence of the Salone del Mobile in Milan last year, nor from the postponement of the 2021 edition from April to September. The new collections have arrived on the market, strengthened by the rediscovery of the house that has affected markets all over the world, and will also be proposed again during the days of the event, from 5 on 10 September, in the showrooms of the brands and perhaps also at the fair (companies are waiting to know the details on the new format of the Salone).
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«The collections Missoni Home are doing well – confirms Rosita Missoni, founder of the brand and art director of the division, founded in 1983 -. People spend a lot more time in their homes and in this difficult time they want something that carries a festive note. We focus on individual pieces that are easy to buy, even online: cushions, with the new Zodiac series, without forgetting table sets, curtains and products for the outdoors ».
Also Versace Home in April he presented his new collection, designed by Ludovica and Roberto Palomba following the creative input of Donatella Versace: a “bold, sensual and kaleidoscopic” collection, as the designers themselves define it, a “hymn to freedom” that dares in colors and materials. Born in 1992 as a collection of home textiles, Versace Home now includes a complete catalog of products, partly made in-house (textiles and accessories), partly under license from specialized partners: Rosenthal for ceramics, As Creation for paper wallpaper, Gardenia for ceiling and floor tiles. From this year, the furniture is made by Luxury Living Group, a company specializing in luxury furnishings that is part of Lifestyle Design, the Italian division of the US group Haworth. In fact, last September, Versace signed a partnership with Lifestyle Design for the development, production and distribution of Versace Home furniture. The creations resulting from this partnership are now set up in the new flagship store in Milan, the first entirely dedicated to furniture, which Versace Home inaugurated on April 15th.
New licenses also for Fendi, which in 1987 was one of the first companies to open a division dedicated to design. Last Monday it announced an agreement with Design Holding (a group in the furniture sector, which includes the companies B&B Italia, Flos and Louis Poulsen) for the establishment of Fashion Furniture Design, a joint venture that will develop the collections Fendi Casa. The new products will be presented at the 2022 Salone, while the current license, entrusted to Luxury Living Group, will cease in December (see Il Sole 24 Ore of 4 May). The world of fashion-design, therefore, proves to be in great turmoil: Diesel Living, which in the first three months of the year recorded a 20% increase in orders and turnover compared to the same period of 2020, is studying the format for the opening of single-brand showrooms in some strategic markets and will announce a new license in September, which it will be added to the many already existing with partners such as Moroso, Scavolini, Seletti, Berti, Iris Ceramica, Home Linen and Lodes. The brand is investing in the presentation of a 360-degree living concept, also through projects related to the development of residential buildings such as the Diesel Wynwood in Miami and other projects in the US and Europe that the group will announce this year.