Is designer homeware the latest must-have craze of Chinese millennials?
Twenty-something professionals keen to rent or buy a property are now tired of ‘cookie-cutter’ homes and want quality items that reflect their personalities
Chasing fashion trends season after season can be exhausting for many of us as we constantly search for the next great obsession.
With a generation of savvy Chinese millennial shoppers like me pursuing a higher quality of life in the mega cities in which we live, unique or designer homeware has become the new craze for us to discover.
With more fashion brands targeting the homeware market or collaborating with furniture companies to branch out into the interior design world, these markets have never been so well connected. Collaborations include the very successful project with designer Raf Simons and Danish brand Kvadrat and the Italian plastic furniture maker Kartell teaming up with young Spanish artist Ignasi Monreal.
While the range of items that people select is often vast, it is the unique pieces – each with their own character, representing what we love and who we are – that are key
There was also Louis Vuitton’s “Objets Nomades” travel-inspired furniture project, which was on show in Hong Kong in March, and Off-White founder and fashion designer Virgil Abloh’s project with Ikea to design furniture and accessories for millennials, such as carpets and a wooden box for showcasing trainers.
Whether it’s high-end design or streetwear collaborations, the world of furniture and the idea of decorating our homes to match our lifestyles and individuality has become more prominent than ever before.
Because of that, top design brands, such as Fritz Hansen, Herman Miller, Carl Hansen, Erik Jorgensen, Gubi and ClassiCon are becoming the Prada, Maison Margiela or Comme des Garçons of the furniture world – known by millennials as cult brands to pursue and collect.
Importance of homes with ‘personality’
