14 FASHION’S HOMECOMING
WHY COUTURIERS ARE TURNING HOMEWARD
On the Cover YAMI GAUTAM; Cover Image BANDEEP SINGH; Stylist ALLI AL RUFAI; Assistant Stylist SHUBHANGINI GUPTA; Hair SAJAN THAPA; Makeup KRISANN FIGUEIREDO; Dress PANKAJ & NIDHI BACKDROP WALL PAPER OF THE YEAR by ASIAN PAINTS, ‘LOTUS AND STILTS’ from THE NILAYA NAL SAROVAR COLLECTION; WATCH RAGA by TITAN
An inclusive world
A decade or two ago fashion designers began blurring borders that had hitherto kept fashion and décor in parallel universes. As the lines got softer, creativity got sharper. Today such collusions have resulted in even bigger and better designs. Just this month, JJ Valaya unveiled his flagship store, The World of Valaya at JW Marriott, Aerocity, Delhi. This marks his second stint in launching a dedicated home line, but this time there are grander offerings on display. The two-storey store houses fashion, home and photography under one roof. “Every designer brand has to evolve. This space puts all my loves together. After all, they are not alien to one another. The client is the other brands started collaborative collections with fashion’s shiniest stars for furnishings, tableware, wallpapers and much more. The trend continues even today. Fabrics and wallpapers by Sabyasachi Mukherjee for Nilaya, carpets by Tarun Tahiliani for Obeetee and by Falguni Shane Peacock for Cocoon Fine Rugs, wallpapers by Payal Singhal for Marshalls India, tiles by Abraham & Thakore for FCML, accessories by Rocky S for Bent Chair, apartment interiors by Abu Jani Sandeep Khosla for Lodha Luxury, are cases in point.
same. So I thought that one unified world had to be created,” says the master couturier. Interestingly, he does not believe in just fusing boundaries between fashion and design. “It’s about how much a designer wants to step out of his or her comfort zone,” he adds.
This new aesthetic is apparent everywhere in the store. Take for instance the entrance: the prêt line lends itself to an Art Deco-inspired staircase, which in turn leads to walls fabricated with original antique Jamawar shawls. This opens into a central passage with fashion and home lines divided by signature Valaya wall tapestries. Maximalism reigns supreme here and creates a visual feast drenched in the Valaya sensibility.
Lounging in style
Another designer brand worth mentioning here is SHIVAN & NARRESH, who expanded their home line amidst the lockdowns in 2021. Anyone familiar with their aesthetic knows how much they revel in creating easy breezy swim and resort wear. Their home line augments their couture. “This is another step towards defining a true Shivan & Narresh lifestyle through living spaces. Our bold, statement-making prints translated across the home product categories such as Art wallpapers and Resort Rugs spark conversations in applied spaces—from the art that inspire them to their distinguished mélange of aesthetics,” says Narresh Kukreja, creative director, SHIVAN & NARRESH.
Perhaps it holds true that fashionable homes need a fashion designer’s touch. Take for instance Ritu Kumar HOME that embodies designer Ritu Kumar’s love for craft, colour and detailing. Be it embroidered cushions or the heavy on prints and pattern tableware, each piece is eye catching. “Ritu Kumars’ passion for rediscovering and restoring Indian textiles has been the brand’s signature since its inception 50 years ago. The eponymous label led to the inception of Ritu Kumar Home, in 2020 as a contemporary take on traditional Indian textiles, architecture, and motifs,” says Amrish Kumar, director and creative director at Ritu Kumar.
Bringing home the world
It’s not only high fashion labels that have branched into home, mass appeal brands such as H&M and Marks and Spencer too have brought their home collections to India in March this year. “In India there’s a high demand and interest in interiors and design, and H&M’s existing customers often asked for interior products in line with the H&M business concept,” says Evelina Kravaev-Söderberg, head of design and creative, H&M HOME. The home line is comparable to their fashion line in its easy, affordable aesthetic. As for the customers they love their minimal Scandinavian style.
While H&M brought its latest line into the country, UK-based apparel brand Marks & Spencer chose to unveil its bestselling homeware pieces. From bedding and bathroom essentials to a well-stocked wellness range and flatware, the designs are a fresh and fun extension to the clothes we have gotten used to seeing in their stores.
So, what’s next? While the house-proud crowd waits for Zara to finally launch its home line, buzz is that fashion designer Suneet Varma is already planning something exciting in this space. Given his sartorial style, we are sure it will be worth the wait. As Scarlett so memorably said: “Tomorrow is another day!”