Early Movers: From MUJI to Gucci

Although collaborations between fashion and home brands feel like a recent boom, the seeds were planted years ago. One of the earliest examples is MUJI x Yohji Yamamoto, dating back to the 2000s, which combined minimalist Japanese design with avant-garde fashion sensibility. In 2013, Gucci launched its now-iconic partnership with Ginori 1735, fusing porcelain heritage with eclectic fashion identity. By 2017, projects like Smeg x Dolce & Gabbana began to introduce sofas and stoves as fashionable canvases. These early movers created the blueprint for today’s much larger wave of collaborations, balancing heritage longevity with modern accessibility.

Furniture: Modernist Icons Meet Lifestyle Retail

Furniture remains the most symbolic category in the Furniture Ludo. In 2025, Saint Laurent’s collaboration with Charlotte Perriand reclaimed the cultural weight of modernist design, while Cassina x Bottega Veneta (2024) and Vitra x Virgil Abloh (2021) bridged luxury fashion with iconic furniture institutions. These stand apart from lifestyle-driven ventures like Liberty London x Anthropologie (2017), Ligne Roset x Maison Kitsune (2023) or CB2 x Goop (2024), which target broader audiences. Together, they reveal a dual track: high-prestige cultural anchoring versus democratic, accessible design.

Sofas, Pillows and Rugs: Comfort Becomes Couture

Fashion has embraced the sofa as a cultural object. Harry Nuriev x Balenciaga (2019) blurred art and furniture, while B&B Italia x Stella McCartney (2022) highlighted sustainable upholstery. Recent entries like Aspesi x Vetsak (2024) show a playful, modular approach. Even pillows became couture touchpoints through John Derian x Christian Lacroix (2022).

Rugs illustrate similar diversity. Missoni x Stark (2024) expanded the brand’s pattern language into floor décor, while The Rug Company’s repeat partnerships with Paul Smith (2020, 2024) demonstrated the power of long-term collaborations. Newer projects like Ruggable x Goop (2024), Rugs USA x Prabal Gurung (2024), and H&M Home x Rabanne (2024) point towards greater accessibility, while West Elm x Margo Selby (2021) brought design into mass-market distribution. Together, they reveal how fashion’s touch has turned comfort into couture.

Bedding and Textiles: Fashion in Intimate Spaces

Fashion also enters the most private areas of the home. Faye Toogood x Birkenstock (2023) repositioned bedding as a statement of wellness, while One of These Days x Woolrich (2022) reimagined blankets through Americana heritage.

The textiles category shows both continuity and reinvention. Ralph Lauren x Designers Guild (2018) and MUJI x Yohji Yamamoto (2000s) represent earlier fabric-first partnerships. More recently, LRNCE x Alemais (2025) and Zara Home x Nanushka (2024) layered younger fashion identities onto cushions and throws, aligning interiors with contemporary cultural trends.

Tableware and Ceramics: Dining as Cultural Expression

Dining tables have become another stage for fashion. Gucci x Ginori 1735 (since 2013) remains the benchmark, while Rosenthal x Versace (2024) continues to merge porcelain craft with bold iconography. Ginori 1735 x Khaite (2024) shows how younger labels are entering.

Meanwhile, Marni x Serax (2023) and Veronica Beard x Juliska (2022) introduced playful, contemporary touches, while Anthropologie has become a hub through partnerships with Clare V. (2022) and The Met (2024). Jewellery houses also joined: Tiffany & Co. with Fondation César (2024) released sculptural homeware. Even ceramics reflect this expansion: H&M Home x Diane von Furstenberg (2020) showcased early high-street experimentation, while Alemais x LRNCE (2025) positioned artisanal pottery within fashion storytelling.

Appliances and Coffee Rituals: From Kitchens to Couture

Appliances may be the most unexpected yet successful segment. Dolce & Gabbana’s multi-year collaboration with Smeg (2017-2024) transformed stoves, fridges, and moka pots into cultural icons. Officine Gullo x Aquazzura (2021) brought fashion luxury into cooking appliances.

Coffee culture is an equally fertile ground. Bialetti x Dolce & Gabbana (2018, 2021, 2023, 2024) reinforced moka pots as collectibles, while Bialetti x The North Face (2023) linked outdoor utility with kitchen ritual. La Marzocco has become a serial collaborator with Rimowa (2024), Koio (2024) and Aime Leon Dore (2025), each project reinterpreting the espresso machine as a canvas for brand identity. On the tech front, Samsung x Thom Browne (2023) brought fashion into home electronics, signalling fashion’s influence on high-tech living.

Tiles and Smaller Details: Extending the Canvas

Even tiles have been reimagined. Ceusa x SOUQ (2024) illustrates how architectural surfaces can become carriers of branded design. These projects, though smaller in scale, highlight the appetite for embedding fashion in every corner of home living.

Brand Leaders and Strategies

Looking across the Furniture Ludo, Dolce & Gabbana emerges as the most prolific fashion player, thanks to its decade-long work with Smeg and repeated projects with Bialetti. Gucci stands out for longevity with Ginori 1735, anchoring fashion in heritage porcelain. Saint Laurent and Bottega Veneta, by contrast, focus on high-prestige partnerships with cultural icons like Perriand and Cassina.

On the home side, La Marzocco leads in coffee machines with multiple high-profile partners, while The Rug Company and Anthropologie are recurring players in rugs and furniture, consistently bringing fashion names into their ecosystems.

Strategically, the sector splits into two camps. Heritage-driven partnerships (Gucci x Ginori, Dolce & Gabbana x Smeg) prioritise consistency and prestige, while hype-driven collaborations (La Marzocco x Rimowa, Zara Home x Nanushka, Goop x CB2) thrive on seasonality and freshness. Together, they demonstrate how fashion is embedding itself into both the luxury and mass sides of the home market.

Cover Image Courtesy: Assure Centre.