If you’re reading this, you’re probably at home. At least we’re spending more time at home than ever before.
In these difficult times, our homes play an important role as a versatile environment and safety blanket that protects us from the outside world. That is why, under the influence of the coronavirus, our lifestyle has overshadowed the sales of clothing as a new element of fashion, serving as the background for most of our waking hours, and adding to interior design the everyday It’s in the spotlight.
Home has become an unexpected new dimension of fashion. If he sleeps, eats, sulks, and socializes (that is, virtually) all in one space, it may be tantamount to aesthetic satisfaction. According to NPD Group, housing spending is soaring as clothing and accessory sales decline, increasing more than 30% from March to October compared to the same period a year ago. In contrast, apparel spending during the same period fell by 25%.
With few places to wear high-status fashion items and fewer special events to shop for, people are siloing their budgets toward the home, where they find stagnant DIY projects and outdated items. Furniture, messed up dishes, etc. are starting to get on my nerves.
The home improvement industry is vast and people can buy at virtually any price point. Are you considering a complete kitchen renovation? Perhaps it’s time for a new sofa or dining room. Even if the furniture is out of reach, there are still small items such as towels, bedding, dishes, knick-knacks to organize everyday tasks. From high-end luxury design to strong sales at IKEA and even his DIY megastores like Home Depot and Lowe’s, the category is booming. And eco-conscious and budget-minded people are using eBay, Facebook Marketplace, and antique stores to create fashionable spaces that combine antiques from different eras.
Just before the pandemic, interest in furniture and home goods was already on the rise. Rental properties, especially in New York City, are notorious for being dirty and poorly maintained, and lavish spending on clothing and socializing has always taken a backseat, but something is starting to change. The influential chair, an archival design from celebrities such as Herman Miller, Knoll, Marcel Breuer, Hans Wegner, Mario Bellini, and Josef Hoffmann, has suddenly become the new ‘it’ bag of 2020. Owning one was buying a new kind of social bag. Media bragging – a display of knowledge sophistication. Oddly enough, during the lockdown and winter months with few indoor destinations outside the house, they are now the backdrop for selfies.
“The American dream of owning a home feels increasingly unattainable. Maybe that’s why people are spending more money on furniture.” Most people own their own apartments. Since you don’t own it, at least you can have some cool furniture to put in your crappy rental,” said furniture designer Katie Stout. “Instagram has definitely helped with the whole thing. I’m like, ‘Oh, I’m wearing these cool clothes and I need somewhere to sit.’ It’s just about creating the perfect environment. ”
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“Younger people and a broader audience are looking to collect… “I realized that there are certain standards and standards for a home,” he said. This is an unusual method. Previously, it was reserved for a few people who were passionate about this. ”
He added that in some ways, the appeal of household goods lies in their niche status. “It’s a little more secretive and less publicized, so I think the formation of one’s tastes is a little more personal and less dictated and guided by social media and magazines. It’s certainly a trend. There is, but people go their own way,” he said.
The interaction between fashion and home design was already active and waiting for a catalyst to establish itself within the larger fashion industry mindset. At Design Miami last December, luxury brands such as Balenciaga and Miu Miu unveiled their furniture designs for the first time. Emerging American brand Bode collaborated with Green River Projects, a trendy furniture design firm popular for its Donald Judd revival style, on the collection and overall aesthetic direction of the retail space. And in early March, New York Magazine outlined the growing trend of people DIYing minimalist Donald Judd furniture out of plywood, dubbing them “Juddheads.”
Nine months after COVID-19 social distancing measures began, the link between fashion and interior design has only grown stronger as people spend vast amounts of time at home.
This winter, Coming Soon, a small home design store on the Lower East Side, recognized its online fan base and moved into a larger storefront next to the venerable Dimes downtown cafe. It offers a more noble place for post-brunch window shopping than, say, a clothing boutique. , near SoHo.
In October, Hayato Arai, co-founder of cult streetwear brand Miles, launched Hayato, a line of work pants with stitched details inspired by classic mid-century furniture. There are knee patches criss-crossed with the Thonet Chair’s whiplash pattern and curved seams reminiscent of Verner Panton’s 1969 Vitra Living Tower. Hayato’s first pair of Thonet-inspired carpenter pants sold out on his website in three minutes.
“Furniture is designed according to human proportions. The height of the chair, the edge of the table, everything is made according to the human lifestyle. Clothes also have to be adapted to the body and lifestyle. I thought that if we could combine these two things, it would work,” Arai said.
In early fall, Zoe Cohen, an Internet native and head of brand marketing for the anti-Victoria’s Secret underwear company Parade, created a series of pastel-colored amoeba-shaped tables called the Wiggle Room with her boyfriend Levi Shaw-Faber. Co-founded. , a master’s candidate at Yale School of Architecture. The company quickly joined the ranks of social media giants, selling tables to some of the biggest names in fashion, including accessories designer Susan Alexandra Cohn and influencer Alyssa Coscarelli.
“I think interiors and fashion have a lot of overlap. It’s about mixing and matching colors, shapes, periods, and how certain pieces interact. But furniture is more about fashion than anything else. I feel like it’s more sustainable and permanent than a trend…I feel like it’s going to be slow and last a long time,” Cohen said of the fashion-to-interior direction.
For influencers under lockdown during the COVID-19 pandemic, home life has become a fundamental replacement for the far-flung vacations and glamorous parties that provided followers with a sense of escapism. It became the background. This left its mark and not only created a new desire for furniture and lamps, but also contributed to the revival of what was once considered obsolete. Floral hand towels, decorative candlesticks, and hand-painted porcelain from small businesses like potter Dominik Ostuni and candlemaker A Chardo, who sells on Etsy under the name Taper Freak, are hitting the streets. Just like clothing, when a product is released in a “drop” format, it often sells out. .
“It’s fun to talk about it. [furnishings’ growing popularity] Everyone is stuck at home right now. Apparently, what’s around you is very important. Home should be comfortable. You don’t have to hate being there,” says Courtney Wagner, co-founder of Brooklyn’s Dovincent His Co-op, a popular network of stores that sell vintage furniture and homewares.
When Dobbin St. posts its plush velvet sofas and midcentury light fixtures on Instagram, they often sell out within minutes. Some of his more than 67,000 followers at the store have set up notifications to send them when the store posts items, making them more competitive when shopping.
The company is one of the all-star vintage furniture dealers that are popular on social media. Home Union, Bi-Rite Studio, Dream Fishing Tackle and Art School Cowboy are among hundreds of Instagram accounts representing a new generation of antique dealers whose tastes and sales methods are tailored to a younger collecting audience. Masu. Smart shoppers use his page as inspiration, combing Craigslist and his Facebook Marketplace to find Murano mushroom lamps, Kartell side tables, milk glass table sets, and more from home. I’m trying to get it down quickly.
“One of the reasons people are drawn to second-hand clothing is because it’s not ready-made and not something everyone owns. The same goes for homewares, where the items are so unique that they create a sense of personalization. We’re going to be even more selective about our style and aesthetic,” Wagner said.
Now joining the new legion of online antique dealers is Aude Chomet, former studio manager for Olympia Le Temps and Marc Jacobs. After losing her job during the COVID-19 crisis, she decided to pivot her focus to the world of interior design rather than looking for another job in the fashion industry. Last month, she launched her Instagram account and her Objects Inanimate e-commerce site to sell novel glassware and ceramics.
“As I spend more time at home, I realize how much people enjoy seeing nice things. I saw that they were concerned about what they were showing.I thought, “Maybe some people want to have nice things in their homes.” It just happened naturally,” she said.
Chomette admits that interior design is not necessarily entertainment for young people, but says, “There’s a cultural shift happening. I think young people are getting into it because there’s an approachable way to do it.” If it’s vintage, you can get it at a better price, so a wider range of people can buy it. At some point, you feel like an older version of yourself.”