The collaborations in Britain

In Britain, homeware and fashion are especially noticeable. Instead of brick-and-mortal stores, many fashion brands gradually change their appearance with well-known interior decorations. Alongside this, the rise in homeware collections launched by British fashion brands is also significant.

Burberry also has its own label on home decor

What are the reasons?

There are a number of reasons leading to this corporation. The first reason for this fashion-homeware collections lies on influencers. They use products from inside their labels to make their brand identity successful. Another rationale is that some fashion brands have to stop financial losses from the two slow retail years in 2017 and 2018. This means that they have to expand themselves to a completely new market.

New collections

River Island has brought in Dayna Sofair with three interior trends, Babydoll Rock and Roll, Electric Opulence and Nordic Nomad. They are launched in selected stores and online.

River Island is a British brand that opened a homeware collection this year / Ph: courtesy of River Island

Another famous collection belongs to British luxury e-tailer Matchesfashion.com. Last month, they launched their first Homeware Studio, which attracted a lot of people. And next year, they tend to open a private-shopping location in Matches to spread their brand.

In conclusion, fashion and homeware now have an unique connection to each other. Any fashion brands which want to be survival and expand their well-known need to consider about launching homeware stores along with clothes. And all of their effort need to be good enough to receive the acception of the public.