Design is increasingly in fashion. And vice versa. A synergy between designer labels and furniture has broken out that knows no bounds. As demonstrated by what was admired from 6 to 12 June 2022 during Milan Design Week. A crowded bath that brings back (thankfully) a pre-pandemic atmosphere and gives meaning to permanently close and stimulating collaborations. An event in which Lineapelle also participated
Passion has broken out between fashion and design. We are not only referring to the home lines of fashion labels but also to the brands (historical and established as well as young and emerging) that are increasingly not resisting the allure of Milan Design Week. A reciprocal exchange of synergies is capable of broadening individual targets, increasing brand popularity, and, consequently, developing new potential but exciting sales horizons. The latest, umpteenth confirmation came from 6 to 12 June on the occasion of the complete return of the Salone del Mobile in Milan.
A few numbers never hurt
At the Salone del Mobile, there were 2,175 brands, 27% of which were foreign, and 600 young designers. There were 262,608 registered visitors over six days: 61% were foreign. In 2019 we were at 386,000 when there were also more than 42,000 visitors, including Chinese and Russians, absent this year. Overall, however, 400,000 people attended the Milan Design Week, which once again flooded the metropolis with suggestions and events.
A volume of visitors that fashion brands prefer not to overlook. This has, to a certain extent, always been the case. There were the licensed brand extensions in vogue in the 1980s. There were the Home Collections on the wave of the one launched by Giorgio Armani in 2000. But, today, the relationship between design and fashion is very complex and varied. Reciprocal explorations that do not dilute the brand’s reputation but, on the contrary, strengthen it, with items potentially more durable than ready-to-wear. Conversely, to design brands, designers offer a new language to reach a broader and often younger clientele. Many have realised this, and fashion’s forays into the design are increasingly frequent and massive.
Determination and interest
‘Fashion has entered the world of design with determination,’ furniture designer Marta Sala explained to Vogue. Some of her chairs use Loro Piana fabrics and are part of the furnishings in Hermès boutiques. This is just one example of a melting pot that was incredibly well received at the last Milan Design Week. In fact, among the collections that attracted the most interest were those of design brands that collaborated with fashion designers or those of fashion brands designed with designers.
Milan Design Week 2022
Among the luxury brands participating in Milan Design Week were Loewe and Louis Vuitton, with the tenth edition of Les Objets Nomades. Then: Hermès, Brunello Cucinelli and Prada. Also: Dior with Philippe Starck, Ralph Lauren, Elie Saab. Not forgetting the ‘younger’ looks of Arthur Arbesser, Sunnei, and Colville. On the other hand, design brands have collaborated with designers and fashion brands. For example, Cassina with Virgil Abloh, Lodes with Diesel Living, and Ginori 1735 with Off-White. It passes by Timberland’s Floating Forest installation and the temporary Fendi Bar, via Montenapoleone. Projects and initiatives that not only wrapped design in that glossy paper typical of luxury fashion brands but also qualified Design Week. Design is in fashion. And how fashionable it is.
There was also Lineapelle
Not to be forgotten and confirming the reciprocal transversality of Milan Design Week: there was also Lineapelle, which, in its Spazio at Palazzo Gorani, hosted the Shift to Regenerative Mobility project that Hyundai Transys developed with the Milan show. All this, by virtue of a partnership involving the Dani tanning group, Manifattura di Domodossola, ATKO Planning, Dual, and D-House by Dyloan. To discover it in all its details, including visuals, click here. (mv)
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