Your home style fashion
How Home Fashion Eclipsed Clothing as an Element of Style – WWD
If you are reading this, it’s more likely than not you may be at home. Or at least spending more time at home than ever before.
Our homes play a vital role in these fraught times — an all-purpose environment and security blanket in which to recoil from the outside world. That’s why, during the coronavirus, the style in which we live has eclipsed clothing sales as a new element of fashion — serving as the background for most of our waking hours and throwing interior design into an everyday spotlight.
The home has become an unexpected new dimension of fashion. If you are going to sleep, eat, sulk and socialize (virtually, that is) all in one space — it might as well please the aesthetic senses. With clothing and accessories sales sliding, home spending has shot up — growing more than 30 percent between March and October, compared with the same period last year, according to The NPD Group. By contrast, apparel spending in the same period has declined by 25 percent.
With few places to wear status items and even fewer special events to shop for, people are siloing their budgets toward the home, where stalled DIY projects, outdated furniture and mucked-up plates have begun striking a nerve.
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The home improvement industry is vast — allowing people to buy in at virtually any price point. Not in the market for a full kitchen renovation? Perhaps it’s time for a new couch or dining room set-up. And if furniture is out of reach, there are still towels, bedding, plates and knick-knacks to spruce up everyday tasks. From high-end haute design to Ikea, and even strong sales at DIY megaliths like Home Depot and Lowe’s, the category is booming. And those more eco- or budget-minded are using eBay, Facebook marketplace and antique stores to create fashionable spaces with a mix of curios from different eras.
Just before the pandemic, furniture and housewares were already seeing a boost in interest. While interiors, particularly in New York City rentals — notoriously dingy and under-maintenanced — had always taken a backseat to lavish spending on clothing and socializing, something began to change. Suddenly, the clout chair — archival designs from names like Herman Miller, Knoll, Marcel Breuer, Hans Wegner, Mario Bellini, and Josef Hoffmann — was the new “It” bag of 2020. To own one was to buy a new kind of social media bragging rights — a sign of in-the-know sophistication. In an odd turn of events, they have now become the background for selfies under lockdown and a winter with few indoor destinations outside the home.
“The American dream of having a home feels more unattainable — maybe that’s why people are spending more money on furniture. Most people don’t own their apartments so at least you can own some cool s–t to put in your crappy rental,” said furniture designer Katie Stout.
“Instagram is definitely helping the whole thing along. It’s like, ‘Oh, you have a cool outfit and now you need somewhere to sit.’ It’s just about making the full environment.”
The 4 horsemen of the apocalypse pic.twitter.com/GpTz35cHw8
— ⛓⛓ (@marksnotnice) December 18, 2020
Adam Charlap Hyman, an interior designer whose company Charlap Hyman & Herrero was just inducted into Architectural Digest’s AD100 list of influential firms, said that he’s “noticed that younger people or a broader audience are assuming the eye and set of standards of the collector in a way that is unusual. It used to be reserved for a small group of people that were passionate about this.”
He added that, in some ways, homeware’s appeal lies in its niche status. “It’s a little bit more secret, a lot less publicized, so I think the formation of your own taste is a little more personal and less directed or guided by social media and magazines.
There are certainly trends but people go their own way,” he said.
Interplay between fashion and home design had already been stirring — waiting for an accelerant to cement its place within the larger fashion industry’s mind-set. At Design Miami last December, luxury brands including Balenciaga and Miu Miu introduced furniture designs for the first time. Rising American brand Bode collaborated with Green River Project, a trendy furniture design firm popular for its Donald Judd revival-style, on the overall aesthetic direction of its collections and retail spaces. And in early March New York Magazine even outlined a growing trend of people DIY’ing their own minimalist Donald Judd furniture from plywood, labeling them “Judd-heads.”
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Fast-forward nine months into COVID-19 social distancing measures, and the link between fashion and interior design has only strengthened as people spend an inordinate amount of time at home.
This winter, the tiny Lower East Side home design store Coming Soon recognized its online fan base and moved into a larger storefront beside perennial downtown café Dimes — offering a more high-minded place for post-brunch window shopping than the clothing boutiques of, say, nearby SoHo.
In October Hayato Arai, cofounder of the cult streetwear brand Miles, launched Hayato — a brand of work pants with stitching details inspired by classic midcentury furniture. There are knee patches crisscrossed with the caning pattern of Thonet chairs and curved seams meant to recall Vitra’s living tower, designed by Verner Panton in 1969. Hayato’s initial run of Thonet-inspired carpenter pants sold out on his web site in three minutes.
“Furniture is designed to match human proportions. The height of chairs, the edge of tables — everything is made for the human lifestyle. Clothes also have to fit the body and lifestyle. I thought these two should work well together if I merged them together,” said Arai.
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Earlier in the fall, Zoe Cohen, the head of brand marketing for Parade, an Internet-native, anti-Victoria’s Secret underwear company, cofounded a line of pastel-colored, amoeba-shaped tables called Wiggle Room with her boyfriend Levi Shaw-Faber, a master’s candidate at the Yale School of Architecture. The company has quickly become social media catnip, selling tables to fashion names including accessories designer Susan Alexandra Korn and influencer Alyssa Coscarelli.
“I think there’s a lot of overlap with interiors and fashion. It’s about mixing and matching colors, shapes, time periods and how certain pieces interact with one another. But furniture feels more sustainable and permanent than fashion trends…it moves slowly and feels long-lasting,” Cohen said of toeing the line from fashion towards interiors.
During COVID-19, home life has become the fundamental background for influencers under lockdown — replacing the far-flung vacations and glitzy parties that offered their followers a sense of escapism. This has left a mark, creating new appetite for furniture and lamps but also helping revive what was once considered old-fashioned. Floral-printed hand towels, decorative candlesticks and hand-painted porcelain by small businesses like ceramicist Dominique Ostuni and candlemaker A Charde, who sells under the name Taper Freak on Etsy, often sell out when they are released in “drops,” similar to streetwear.
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“It’s funny talking about [furnishings’ growing popularity] now that everyone is stuck at home. Apparently what you surround yourself with is really important.
Your home can be comfortable — you don’t have to hate being there,” said Courtney Wagner, cofounder of Brooklyn’s Dobbin St. Co-op, a popular network of stores that sell vintage furniture and home goods.
When Dobbin St. posts a velvet tufted couch or midcentury light fixture to its Instagram, it often sells out within minutes. Some of the store’s 67,000-plus followers have even set alerts to ping them when the store posts products, giving them a competitive shopping advantage.
The company is one of the all-star vintage furniture dealers to find popularity on social media. Home Union, Bi-Rite Studio, Dream Fishing Tackle and Art School Cowboy are among the hundreds of Instagram accounts that represent a new generation of antique dealers — their tastes and selling methods to suit a younger collecting audience. Crafty shoppers use their pages as inspiration and then comb Craigslist and Facebook marketplace to find Murano mushroom lamps, Kartell side tables and milk glass table sets from homes looking to offload them in a hurry.
“One of the reasons people are attracted to vintage clothing is because it’s not off-the-rack, it’s not something everyone has. It’s the same case with home goods, you curate more of your own style and aesthetic because the pieces are so unique,” said Wagner.
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Now joining the new army of online antique dealers is Aude Chomette, formerly studio manager for Olympia Le-Tan and Marc Jacobs. After losing her job in the COVID-19 crisis, she decided to pivot to interiors instead of looking for another position in fashion. Last month she launched an Instagram account and e-commerce site called Objects Inanimate, selling novelty glassware and ceramics.
“Just being at home more, I’ve noticed how people enjoy looking at nice things.
I love having people over and entertaining and saw that people cared how I presented my home. I thought, ‘Maybe other people want to have nice things in their home.’ It happened pretty naturally,” she said.
While Chomette admitted that interiors has not always been a pastime for young people, she said, “There is a culture change. I think younger people seem to be into it because there are ways to do it that are approachable. With vintage you can find better prices and it makes it available to a wider audience. It feels like an older version of ourselves at some point.”
How To Style Your Home Like You’ve Hired An Interior Designer
Choosing the best designs for your interior space can be a tricky decision. From furniture and wallpaper, to paint colour and accessories, there are so many aspects to think about.
That's why for many of us, hiring an interior designer is the best way forward. But what if you could use their knowledge and expertise to do it yourself?
Leading British wallpaper brand, Graham & Brown, has teamed up with celebrity experts Kelly Hoppen, Julien Macdonald, Wayne Hemingway and Barbara Hulanicki, to unveil some insider tips about to achieve the ultimate designer look.
It's time to discover their decorating secrets…
Kelly Hoppen, interior designer
1. Always accessorise
The easiest way to create a designer look is to add personality using home accessories, or, as I like to call them, 'home jewellery'. Build a collection of staple pieces, such as standout trinkets and vases. The great thing about accessories like this is that you can change them with the seasons and there are so many affordable homeware retailers you can buy these from, including my online store kellyhoppen.com.
Graham & Brown
2. Mix it up
Mix textures and materials in your home to create depth and contrast. For example, using materials like wood against metallics can be easily done on a budget and look fantastic. Wallpaper is perfect for bringing in new textures and finishes too – elegant geometric prints, in understated neutral hues and monochromes, really help bring a space to life and add that designer touch.
3. Be careful with colour
When it comes to colour, be mindful of the shades you use if you want to achieve that high-end look. If you like magenta, add a pop of the colour here and there, don't paint the whole house with it!
Julien Macdonald, fashion and interior designer
4. Consider your choices
Whether you're completely renovating your home or just thinking about an update, it's all about being careful and considered in your choices, especially if you're going it alone.
5. Treat yourself to luxury
Adding a touch of luxury to each room is my number one tip when it comes to getting that designer look. Glitters and metallics add a little bling and work well in smaller rooms as features will reflect off them, giving the illusion of a bigger space.
6. Add some drama
Also think about creating a bit of mystery and intrigue. For example, using dark wallpapers in small areas of the house can create a dramatic, glamorous look and give it a boudoir feel like no other house on the street!
Graham & Brown
Barbara Hulanicki, fashion designer and founder of Biba
7. Personality is key
Your home should showcase your personality, so don't be afraid to put a stamp on it. Most interior designers will start by getting to know you, what you like and then help you to display this throughout your home – but no one knows you better than yourself.
8. Brainstorm like it's your job
Kick things off by making a moodboard, brainstorming the colours, patterns and textures you love. Then browse the beautiful room sets in glossy magazines, for some inspiration to pull it all together.
It's just like styling yourself for a big event - it's important to get the individual pieces right, while making sure they work as a team.
9. Be bold
I love unexpected pops of colour and print against simple backdrops – discreet yet bold choices like this will make others think a designer made that choice for you. Add an oversized, velvet teal cushion to your neutral sofa or invest in a bright, geometric rug to act as a room's central showstopper.
Graham & Brown
Wayne Hemingway, designer at Hemingway Design
10. Find your balance
Good taste comes from having a knack at finding the perfect balance between too sterile and too cluttered. For me a good room has the right balance between being clean cut and streamlined, and having the right amount of accessories so it doesn't look too busy.
11.
Add a bit of you
Give yourself a calming, neutral canvas to work with, then inject small but noticeable snippets of your personality like some art work, a family heirloom or an upcycled piece of furniture. If vinyl records are your thing then show those evocative covers off!
12. It's not a race
Lastly, remember to take your time – don't rush your decisions when it comes to your home. Let things evolve, there's no need to finish things in record time.
Graham & Brown
Kelly Hoppen, Julien Macdonald, Wayne Hemingway and Barbara Hulanicki are all celebrity ambassadors for International Wallpaper Week (2 - 8 October 2017) – an industry-wide initiative to celebrate the heritage, skill and creativity of wallpaper. For more information, visit wallpaperweek.com.
Get inspiration, ideas and advice wherever you are! Follow us on Facebook: House Beautiful UK | Pinterest: House Beautiful UK | Twitter: @HB | Instagram: @housebeautifuluk
What is home fashion and how does it affect family life? These are also things in which you live in your apartment.
From someone specially bought for home comfort, from someone already unsuitable for wear in the outside world and therefore decommissioned. But how important is your appearance to a trip to the kitchen or a peaceful chill on the couch? Does it matter at all? How does it affect family relationships? And what explains? A style consultant and family psychologist talk about the aftermath of the robes, curlers and stretched t-shirts that saw the opening of the Moscow Olympics. nine0003 “Homemade looks are a rather intimate sphere of style”
First, we came with our questions to the style consultant Natasha Lapina and found out whether it was worth bothering at all. She replied that according to the situation, and gave bathrobes and shorts a chance.
View this post on InstagramPosted by Natasha Lapina (@7odezhek)
— Is there a separate line of home fashion?
- Everything that is Googled about a knight on a horse and a princess is, to put it mildly, outdated stereotypical images of a “beautiful mistress of the hearth” and her man who does not walk around the house in shorts.
There is nothing bad in them. In addition to the fact that for all people on earth one and only correct formula for a home image has been deduced. And that's not an option today.
There is, of course, a direction for home fashion. You can go to stores like Oysho, H&M home or Zara home, where the most popular destinations are grouped directly. They, as a rule, are not tied to big fashion, but to interior trends. Today it is eco, boho, oriental and always fashionable boudoir theme. Plus seasonal trends - a New Year's theme, Easter and not very popular with us back to school (hello school). nine0003
— Do you need a beautiful home if everyone is used to it?
- Homemade bows are a rather intimate sphere of style. Because the house is about a comfort zone, a place to reset and, in principle, freedom from external pressure. Therefore, homemade bows have the right to be discussed exclusively between the main characters of a particular story - as a result, it should be comfortable for all household members.
If panties as a home outfit bring comfort to you, but take the household out of the comfort zone, then a compromise must be sought. Well, I'd be looking. Conversely, you can't make everyone at home wear silk pajama suits just because the trendy insta-image "man in silk pajamas eats a croissant in bed" makes me sick. nine0003
— Are all the instadivs who present their home outfits specially dressed up for a photo or are they really chasing around the apartment like that?
— I can't speak for all the instagrams, but I suspect that this is part of the instagram image. And Instagram is their job. It's impossible to work 24/7. Last year I ran a quest on the blog: participants posted their homemade bows on Instagram and then voted for the best one. So here are the facts: 80 percent of the images are understandable cozy home sets - a T-shirt + comfortable pants. But in the end, they voted anyway for the reference insta-image - a girl in a silk pajama suit.
nine0003
— Do you agree with the evolution of things in our region: first, is it a grand-day item, then home, then country?
- Partial. It survives. Firstly, thanks to the same insta images, it is becoming popular to pay more attention to home clothes and collect special home capsules - small sets of things that a person buys specifically to wear at home. Plus, the pricing policy of the mass market allows you to do this quite painlessly.
Well, the trends that almost reversed this evolution. Now people are increasingly going to the country to open up a vintage in the attic in the gop style 90's to bring him back to his city life. Because such a thing as marginal fashion appeared, which made fashionable what has always been “anti”.
Buying clothes specifically for the home or using a couple of favorite comfortable items from the main wardrobe for this is a personal matter for everyone. The key here is loved and comfortable. Otherwise, there will definitely be problems with the reboot.
- Question from the audience: why all this home fashion, if you can drive around the house clean in shorts? nine0006
— If shorts are your legalized dress code for everyone at home, then I don’t see any obstacles at all. With silk pajamas or sweatpants, a similar story. Even a terry bathrobe was a mortal sin exactly until it was “legalized” along with rubber flip flops as decent clothing at the level of “dolchegabbana”.
“The cast-offs of the house are a marker. It means that you don't care”
And then we went to the family psychologist Vladlen Pisarev to ask how much robes, sweatpants, curlers, vests strengthen family ties. The specialist noted that in general, not very much. nine0003
- Of course, appearance is taken into account when building relationships. The significance scale of this criterion is from the highest possible to the lowest possible. Just like that.
One day my colleague and I were walking down the street.
Girl ahead. I say: "Look at those legs." She says: "Look, what a terrible cheap skirt." I say: “Well, legs are generally cool!” She says: "But the skirt is so awful it's impossible to see." - "But the legs!" - "Can't you see that this is a cheap, tasteless skirt?" - “Listen, if she didn’t have a skirt at all, it would turn out better. When the legs are bad, no skirt can fix them" . We did not agree in general.
We have the concept of a dress code. clear requirements. A diplomat dresses like a diplomat. Strictly jacket, shirt, shoes. An office worker is like an office worker. According to the requirements of the employer. This is how it is done with us - and that's it, there's nothing you can do about it. In addition, people have the concept of a dress code for certain places, including at home. nine0003
There are home clothes. In most cases, home clothes become those that can no longer be worn on the street.
- How does this affect relationships?
- Humans, like other animals, have a mating behavior that is aimed at attracting a partner. That's when we fall in love, that's it. We want to show our best sides and cover up our worst ones. Clothing is also suitable for this.
Next.
As soon as we got a permanent partner, thoughts begin that now it is no longer necessary to win positions, we only need to consume. Bad story. Often, when I stop attracting a partner, caring for him, provoking his interest, I begin to demand. I don’t try to be attractive (I go in a dressing gown and curlers or sweatpants and a vest), but I demand to be treated as an attractive object. This is strange. nine0003
It's not strange to continue to attract the attention of a person by winning him over. Otherwise, the partner is perceived as a kind of given. Everyone got it - and here is my property.
That is, while there were mating games, there were shirts and dresses, and when consumption began, then dressing gowns and T-shirts with holes began.
Another oddity of people. Many people try very hard to preen before going to work or on the street, and at home they stop thinking about their appearance at all. Most do. Although the era of scarcity is gone. Recently, normal home clothes have appeared. Convenient and interesting. nine0003
Imagine: in my office there are women in curlers and worn slippers, so that later they can come home and be beautiful with their husband. This is fine? Unclear. But it’s normal for us that everyone sits beautiful in the office, and in rags at home.
- So it's okay to keep an eye on your home appearance?
- There are relationships built on demand. If I am your partner, you must love me and pay attention to me. Smells a bit like feudalism. As if we have overlords and vassals all around us. He swore allegiance and must comply. And if the oath is broken, then we will punish you. nine0003
And there are reasonable adult relationships when I understand: “If I want attention, I can't demand it, I have to get it” .
To do this, you have to work somehow. Deserve, to put it bluntly. At least dress appropriately, and generally look neat and interesting.
House scraps are a marker. It means you don't care. But at the same time, you demand to yourself such an attitude, as if you look good. You think you've won a man, and then you often show him: "Why don't you pay attention to me?"
— What to do?
- Probably, this is a conversation about education and consciousness. That's good for people to be educated and conscious. They also understood what was happening around. Relationships are not like buying a refrigerator. I bought and can use. I have a guarantee of its good work. These are real people, this is dynamics, this is competition. If you like someone, then someone else might very well like you. Therefore, a person always competes for a partner. It's good to understand this. nine0003
True, there are other aspects. Sometimes clothes mean too much.
I had a client. I woke up before my husband, went to make up and dress up festively. And all for a partner. If a person wants to attract attention through clothing, he will constantly participate in consumption. This is the other pole of our problem, this is quicksand. It's hard to get out.
It's good to have some middle ground.
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See also:
- Stylist vs Manicurist How to drag a man to the store, dress him fashionably and inexpensively and stay alive
- "I want to create a universe of puzzles that are fun to collect." How a generation of Belarusian designers makes new fashion
- Stylists vs L size girl.
How to get away from sports style and become feminine in Zara, Bershka and Stradivarius stores
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