Hand-painted pottery, hand-woven woolen rugs and hand-woven basketwork are officially the new staples after the launch of designer and TV presenter Laura Jackson’s new housewares center, Glassette.
The London-based fashion designer, followed both for her advice on interiors and table settings as well as for her clothes and collaborations with brands, launched the site last week, immediately praised by the British. Vogue.
Jackson founded the online store to showcase small independent stores and manufacturers around the world. “We want to make a difference with housewares,” Jackson tells the Observer. “Glassette is above all thoughtful consumerism – not just the product, but giving a voice and a platform to the craftsman who made it.
Jackson isn’t the only fashion figure to have turned her attention to housewares. More and more fashion houses are now offering items for the home, and the designers who have made their names on the catwalks are indulging their love of craftsmanship. Matthew Williamson and Jonathan Saunders, two highlights of London Fashion Week in the 2000s and 2010s, recently launched full-fledged interior and furniture companies respectively. Henry Holland parted ways with his eponymous fashion house in April 2020 to pursue a career in ceramics. It is a gesture which, he says, reconnected him with his creativity.
“The fashion industry can be relentless and I think until you take a break you don’t realize how much burnout there is,” Holland says. “Working in ceramics is really rewarding because you are building something in solitude and don’t need a big team. It was really therapeutic.
Holland estimates that the tableware output from his studio in Hackney, founded in April, is now 300 pieces per week, such is the demand. “It was supposed to be my quietest life, but it doesn’t seem to have happened,” he says. Fashion and household items are similar, he adds. “You always have to find something interesting and unique to say, and create something coveted that fits into people’s lives. “
Retailers have not missed the opportunity to take advantage of the growing appetite for housewares. Net-a-Porter’s Libby page reports that the luxury fashion retailer’s home supply supply has grown 3,000% in the past year since deciding to add nearly 1 000 pieces from 37 brands.
“It’s more important than ever for creators to do something different to captivate an audience, and launching a category like home allows them to make some noise,” says Page, who points to the arms of housewares from fashion houses such as Loewe – designed by the famous JW Anderson – and Brunello Cucinelli as “super popular”.
Holland also notes that all of its former clothing retailers now have housewares departments. “The [fashion] the industry is really struggling with a huge explosion of brands and a complete lack of brand loyalty, so it’s hard to build a brand and maintain it. But household items are a huge and growing market.
The new appetite for interiors is a millennial trend, according to Lucie Greene, founder of branding firm Light Years.
“The oldest millennials are 40, become parents and buy homes and they move their geek around vintage fashion, beauty and new labels to suppliers of upholstery and wallpaper,” says she. “Thanks to the 2008 global economic crisis, student debt and other structural changes, millennials have had to stunt their growth in many ways. They had babies later, bought properties later – if at all – and that in turn made “growing up” more ambitious. Most millennials, she continues, “want nothing more than 50s booty, so that puts a chic and organized home in the sweet spot.”
It’s no surprise that social media has propelled the popularity of interiors. “Social media made people think about what they were wearing; now it makes them think about where they live, ”says Holland. “People are starting to organize their environment the way they did with their wardrobes. “
Greene says it’s all about Instagram. “While TikTok has resulted in long-term consumption of comedic memes, creative videos, and viral dancing, Instagram has become the ultimate aquarium for shoppable lifestyle porn,” says Greene, noting that general content consumption “has soared. arrow ”throughout the pandemic.
“We are keenly aware of our home environment, as we had to work, live, socialize and relax there all the time,” she says. “From gardens to home renovations to purchasing new ergonomic office furniture, increased exposure to our homes has made us want to invest more in them. “
This concept of goal is what prompted Jackson to launch Glassette. “Goal is an important word that means a lot to everyone after Covid. It’s like, “What are we doing and why are we doing it and what does that mean?” “, she says. “It depends on what we buy and who we buy it from. If it has its place in our home, it has to have purpose and meaning in our home, and I think it’s something that people resonate with after the last 18 months.