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Aug 25 2018

A model for success: furniture and fashion

More and more well-known fashion brands are turning to furniture design. They either design their own living collections or stock their global stores and showrooms with renowned furniture brands. Familiar labels like Joop, Tom Tailor, Closed or Birkenstock link their brand philosophy with new living and design ideas. 

The cosy side of fashion 

At first glance, furniture and fashion design don't appear to have much to do with one another. However, the boundaries blur when both industries work together, and this is happening increasingly often. Those who prefer an elegant style not only in their choice of clothes, will in the meantime also find products for their own homes from well-known fashion labels. Thus, for example, fashion producers like Armani, Fendi, Versace or Joop have long since stopped being only providers of an elegant wardrobe, but instead now also stand for a cosy lifestyle. The collections of the brands extend from furniture for all living areas to accessories and textiles. 

Fashionable lifestyle for at home 

Providers of young fashion like Tom Tailor are also turning their attention to interiors. In a license partnership with the Austrian furniture manufacturer ADA, collections are offered that bring the lifestyle of the brand home. Sofas, beds and textiles suit the fashion philosophy in colour and detail. One of the latest examples for the linking of furniture design and fashion is the bed collection of the Birkenstock shoe brand. Germany's largest shoe manufacturer offers premium-quality sleep systems for the specialised trade in Europe, Asia and the USA. The development from footbeds to beds seems obvious – indeed, the beds are anatomically shaped so that they promote healthy and restful sleep. 

Tailor-made fashion stores 

However, furniture design is also attractive to large fashion brands in another respect: with a view to the increase in online commerce, the demands with regard to the interior design of real salesrooms also increases. Shoppers now expect the shopping experience to be as individual as possible, even in the large shops of the fashion chains. Furniture manufacturers therefore provide tailor-made solutions for the distinctive outfitting of fashion outlets – as seen recently at the concept store for the jeans brand Closed in Amsterdam. As head designer of the furniture brand e15, Philipp Mainzer designed the interior design of the shop in the style of the clothing. Custom-made furniture characterises the purist space impression and emphasises the clarity of the interior design. 

Furniture inspired by fashion style 

The design of furniture brands can also be directly inspired by fashion. In the Düsseldorf concept store of the Replay label, seating by Walter Knoll wears a jeans suit. As if they were part of the pants fashion shown, the armchairs of the manufacturer designed patchwork or raw denim style merge with the interior. The most authentic impression possible is thereby an element of the concept. The cooperation between Walter Knoll and Replay is thus exemplary for the successful linking of two industries that at first glance have little in common, and yet influence one another again and again. 

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