Launches Dedicated Homeware Section

BY Rebecca Anne Proctor / Jul 8 2018 / 19:55 PM

The fashion retail site is jumping on the trend of bringing fashion into the home with a curated series of well-known design brands and one-off collaborations Launches Dedicated Homeware Section launches new homeware section

It’s inevitable that what we see on the runway will inspire our at-home living choices. The colour palette, texture, lighting and ambiance that we endow to our personal space is a reflection of who we are just as much as the clothes we don. Anna Wintour, editor of US Vogue, put it perfectly when she famously wrote in 2007: “I’ve long believed that the eye runs naturally from the catwalk to the kitchen.” Designers have been putting their names to high street homeware since the 1980s, but it’s only recently that their designs have become more accessible – think Armani, Jean-Paul Gaultier, Gucci, and Missoni, among others. Some designers have even added homeware to their runway collections, incorporating couture techniques into wallpaper and upholstery.

Matchesfashion launches new section for homeware. Courtesy of Thomas Cooksey for MATCHESFASHION.COM

Now, revered fashion retail site is picking up on the trend. This month the site has extended its renowned fashion point of view to include homeware. Think brass objects by Maison Margiela, cushions by House of Hackney, crockery by Gucci, JJ Martin’s La Double J with Pendleton blankets by Calvin Klein, and Luke Edward Hall’s bespoke collection of tableware. All of this and more is part of the wonderful mix of homeware items in’s new section, showcasing an edit of the best new and established brands across across tabletop accessories, cushions and throws, home fragrance and decorative accessories delivered in monthly drops throughout the year.

The decision to launch the new section is a direct response to analysis by the site’s  buying team who spotted how demographic and lifestyle changes have impacted customers’ buying habits and preferences. “Our customers love to discover and learn about new designers, about the provenance of the clothes they buy and to understand the story behind the brand,” said MATCHESFASHION.COM’s Fashion & Buying Director Natalie Kingham. “We wanted to offer the same sense of discovery with homeware and offer an edit that showcases beautiful craftsmanship which also has a longevity that resonates, as it’s not seasonal or trend driven. These are pieces that the customer can love and keep forever. By approaching homeware in the same way we look at fashion it becomes a broader lifestyle concept, with a focus on creativity and artisanal designs, allowing many of the brilliant designers we work with to show their passion for interior design.”

Matchesfashion launches new section for homeware. Courtesy of Thomas Cooksey for MATCHESFASHION.COM

The buying team approached the homeware edit in the same way they buy fashion. And it all begins with a consideration of a customer’s lifestyle. The team in turn works by to select products that speak to each of MATCHESFASHION.COM’s customers.  “At MATCHESFASHION.COM there is a sense of discovery in menswear. We know that guys come to us to find new and emerging names alongside established talent,” said the site’s Head of Menswear Damien Paul. “And this goes across all areas of his life, not just clothing. Men don’t just want to look good, they want to feel healthy and they take pride in their surrounding. Homewares is a natural extension of what we do and we’ve kept our distinct fashion point of view to allow the product to work across our global channels.”

The homeware category will continue to expand with the launch of 5 Carlos Place, MATCHESFASHION.COM’s pioneering retail and broadcasting destination in London's Mayfair this September 2018 and will feature a different collaboration each month.