When you think of Sathya Paul, images of brazen prints, stripes and patterns on sarees, dresses and accessories come to mind. From Disney to She SH She Raza, you don't need to recall the stories of their collaborations with iconic designers of the 1980s, carrying on the tradition of her brand, from her cushion covers to her table linens, wallpaper and more. Now you can recreate your home. A new brand called Satya Paul Her Home.
“While our customer base has always sought something traditional, our new collection brings a contemporary feel to fashion and home interiors,” said designer Rajesh Pratap Singh, Creative Director, Satya Paul. says. 2022.
When Singh joined the brand as creative director in 2020, Satya Paul was reimagined. His distinctive, traditional and minimalist style has now settled in Satya Paul's home. “The idea of creating an outstanding brand centered around textiles was a natural progression and we have perfected the brand vocabulary of Satya Paul,” adds Singh.
A few years ago, Ritu Kumar, the veteran fashion designer known for rediscovering and restoring Indian textiles for over 50 years through her eponymous brand, also launched a home decor project called Ritu Kumar Home. Diversified into A modern take on traditional Indian textiles, architecture and motifs, her Ritu Kumar Home offers a wide range of bed linens, wallpapers, tableware and home decor. The collection is based on the spring/summer and fall/winter seasons and comprises a wide range of pieces deeply rooted in Indian craftsmanship. “Ritu Kumar Home defines comfortable luxury for homes that like to tell their own stories. With vintage lenses, we evoke the nostalgia of long summer days and decadent winter nights . Each collection is a tribute to an indigenous art form,” said CEO and Creative Directors Amrish Kumar and Ritu Kumar.
Similarly, MyTrident, the flagship brand of Trident Group, known for its luxurious and premium home decor collections, recently partnered with fashion designer duo Shivan & Narresh to launch a capsule collection of luxury bedding and bath towel essentials.
Fashion designers and brands are known for creating clothing such as sarees, dresses, suits, pants, and skirts, as well as accessories such as shoes and handbags, for consumers. But they now go beyond the ramp to the living room, with countless collections existing in homes and lifestyle spaces. The idea is to allow fashion lovers to not only wear their clothes, but also enjoy their heritage in the form of home decor and furniture.
This trend has been further accelerated by more people staying at home during the pandemic. In mid-2021, Fabindia launched its first home and lifestyle concept store in Delhi. His 1,900 square foot store in Kern Market is stocked with a variety of products, from living and dining spaces to baths, lounges and home office setups.
global trends
Fashion influences home interiors and vice versa. Nowadays, fashion brands are considered a “lifestyle” concept, so fashion functions interchangeably. As more brands move into the home space, more and more are understanding how their all-season collections work best with interiors. It is durable, requires some investment, and adds comfort to your living space. “We're playing with major luxury brands such as Fendi, Missoni, Hermès, Loewe and Gucci within the home's interior space to take advantage of building a complete lifestyle aesthetic that our customers will thrive in.” However, as consumer values have changed during the pandemic, with consumers valuing home goods more than apparel, more fashion brands are now tapping into the interiors market. “We're slowly entering the market,” said Jay-Anna Mize, Fashion Snoop's vice president of creative home and lifestyle. New York-based trend forecasting and consumer insights agency. “From 2020 onwards, consumers' lives will revolve more around the home, coupled with the fact that the largest demographic, Millennials, are currently in the 'stay at home' stage of getting married, having children, and buying a home. , household goods continue to increase. It’s a natural progression,” Mize added.
Global high-end designers such as Jason Wu, Rachel Zoe, and Christopher Kane are launching home lines or collaborating with established home brands on capsule collections. Nicole Miller, Calvin Klein, and Ralph Lauren have also been in the lifestyle space for quite some time.
Calvin Klein Home embraces a minimalist aesthetic in its furniture, decorative accents, and bedding. Kate Spade Saturday, a more casual lifestyle brand launched by Kate Spade New York, offers an affordable home he collection, from tableware to portable he speakers. Her Belgian-based fashion label, Maison Her Martin Her Margiela, has appeared in home spaces using wallpaper with distinctive motifs such as trompe l'oeil and shades of white.
Similarly, British menswear designer Paul Smith also collaborates with other brands to offer interior pieces. Donna Karan's runway collection also serves as inspiration for her bed and bath collections, which are infused with elegant simplicity. Fashion designer Ralph Lauren experimented with home décor products such as furniture, bedding, curtains, towels, rugs, china, silverware, and potpourri. His brand has become an aspirational lifestyle innovator, influencing the way people dress and live around the world. In fact, Esquire magazine editor Woody Hochswender once said: “Ralph is a great interpreter of American traditions and continues to shape these traditions.”
a whole new story
Fashion brands may also branch out into home and lifestyle. Swedish multinational fast fashion brand H&M has a home and lifestyle category, H&M Home, with a collection of fashion-forward decor and accessories that blend modern design and quality at affordable prices. I am. The collection includes items for the living room, dining room, kitchen, bed and bathroom. “We have seen consumer interest in interior design and design. Customers often ask for interior products that align with H&M's business concept of providing fashion and quality at the best price.” , said Yanira Ramirez, Country Sales Manager, H&M India. Most people are now conscious of how environmentally friendly or “green” their purchases are, shopping locally and purchasing responsibly sourced products. Ta. “Homeowners are focusing their energies on enlivening nature and their sanctuaries, leading to a surge in interest and investment in homewares and interiors. Home is an important concept for H&M, and India offers many possibilities. “It's an interesting and promising market,” Ramirez added.
Decorative spaces also have a longer investment life. Just as the fast fashion industry has spurred a movement in the opposite direction towards sustainable and ethical clothing production, the home industry is also making high-quality products more accessible to conscious consumers. I am. “Consumers are making smarter choices and shopping with less impact on the environment. The home has become the new headquarters, making everything from working from home to intimate gatherings easier. is bringing the concept of luxury into the post-pandemic home and upgrading home spaces with sophisticated home décor elements,” adds designer Ritu Kumar.
“We cater to a loyal customer base, but those who are building a home for the first time and investing in an upgraded aesthetic are looking for more evolved products, something that breathes life into the mundane. ” said Sathya Paul's Singh, adding, Artwork is not limited to clothing, but may extend throughout the brand's universe. So we used the brand's design and vocabulary, which is essentially color and bold prints, to blend beautifully into the design of the home. Home and fashion are very closely connected. ”
