By Luca Li. Cover image by Taleen Raed Eid Nesheiwat
Luxury is moving into the living room. From designer sofas to porcelain tableware, fashion’s biggest names are investing heavily in home accessories, turning interiors into the latest arena of brand expression. Walk into a flagship boutique today and, alongside handbags and ready-to-wear, you are likely to find curated home spaces, often designed with the same narrative precision as a fashion collection.
Major Italian luxury brands such as Versace, Fendi, and Dolce & Gabbana have all developed home collections, often in partnership with Luxury Living Group for furniture production. Beyond leather goods and jewelry, luxury houses are expanding their lifestyle universe through refined tableware, fabrics, and decorative objects, building a heritage-driven world designed to strengthen brand loyalty.
From Fendi, one of the earliest players in high-end home furnishings, to Tiffany & Co., which has more recently entered the category, the home has become a new storytelling platform. Through curated interiors and collectible objects, luxury brands showcase another side of their creative identity —one that feels more intimate, personal, and immersive.
As more luxury groups turn the spotlight toward the home, one question emerges: is this a natural evolution, or a carefully crafted new bubble?
How Luxury Brands Move From Fashion to Furniture, Starting With Tableware
Creating a full home universe isn’t simple—especially for brands historically rooted in fashion, leather goods, or jewelry. That’s why many luxury houses begin with “lightweight” entry categories: dining porcelain, table linens, blankets, or small decorative objects.
Dining sets, fabrics, and stationery offer a manageable gateway into the home world. They carry strong decorative value, are easier to produce, and can be designed directly by in-house creative teams. Just as importantly, they can be sold within existing boutiques, without the need for complex logistics.
New Collection designed by Cordelia de Castellane for Dior Maison
Dior Maison, under the creative direction of Cordelia de Castellane, and Tiffany Home, which draws heavily from archival designs, both follow this approach. Their collections typically include tableware, tea and wine sets, blankets, games, and small lifestyle objects—items that translate brand DNA into everyday rituals. Iconic brand motifs play a key role. Dior’s Cannage pattern appears on plates and cutlery, while Toile de Jouy moves from fashion into cushions and outdoor furniture. Tiffany reimagines its T True collection and the organic designs of Elsa Peretti into refined porcelain tableware, turning jewelry icons into objects for the home.
Fendi Casa and the Rise of Branded Interiors
Under the guidance of Silvia Venturini Fendi, Fendi Casa has become a cornerstone of the brand’s lifestyle strategy. By leveraging Fendi’s iconic codes, craftsmanship, and Roman heritage, the brand has expanded into furniture, textiles, porcelain, and leather home goods—creating a fully immersive Fendi universe.
The goal is clear: respond to a growing consumer desire for branded interiors. Homes are no longer neutral spaces; they are expressions of identity. Collectible, high-quality home pieces allow luxury brands to enter customers’ daily lives in a deeper, more lasting way. When expertise is required, collaboration becomes essential. Versace Home has worked with German porcelain manufacturer Rosenthal since 1992, while Gucci acquired historic Italian porcelain brand Richard Ginori (now Ginori 1735), paving the way for the launch of Gucci Décor in 2017. For larger furniture collections, partnerships with specialized groups like Luxury Living Group make it possible to manage production, distribution, and even the creation of standalone furniture stores—spaces designed to showcase complete interior solutions.
From Supercars to Sofas: Inside Bugatti’s Luxury Home Vision
The expansion into home doesn’t stop at fashion. Bugatti Home offers a striking example of how brand DNA can translate into interiors. Recent collections feature cashmere throws with quilted 3D textures inspired by historic Bugatti patterns, sculptural trays, and vases that reinterpret antique porcelain using cutting-edge 3D printing.
Bugatti customised complete living room resolution designed by Luxury Leading Group
Enamel-coated copper glasses further explore material innovation, paying tribute to Bugatti’s engineering legacy. Here, the home becomes a canvas for performance, precision, and excellence—values traditionally associated with automobiles.
Why Home Is Luxury’s Most Powerful New Lifestyle Category
So why are luxury brands investing so heavily in home collections?
As Alberto Da Passano, CEO of FF Design -the joint venture between Design Holding and Fendi responsible for Fendi Casa -has explained, our relationship with the home has changed significantly. In the past, homes were often private spaces, rarely discussed. After the pandemic, however, people became far more willing to share their interiors, talk about furniture choices, and use their homes as a form of self-expression.
Today, furniture and décor function much like fashion: they communicate identity, taste, and values. This shift has made the home a powerful new territory for luxury brands, one that meets consumers’ desire for high-quality living while opening up fresh growth opportunities in the expanding lifestyle market. More importantly, home collections allow luxury houses to build a cohesive brand universe and deepen emotional connections with their clients. By extending their aesthetic codes into domestic spaces, brands enter everyday life in a more intimate way, reinforcing loyalty and long-term engagement. Whether this expansion represents a lasting evolution or a temporary bubble remains an open question. What is certain is that luxury no longer ends with what we wear. It now shapes the spaces we live in.
