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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Are Fashion Brands Piling Into Homeware?

This week, luxury brands staged an avalanche of activations around Milan’s Salone del Mobile aiming to tap an opportunity that is as much about brand development as driving furniture sales.
Queues of people line the street outside the Bottega Veneta store in Milan during Salone del Mobile.
Queues of people line the street outside the Bottega Veneta store in Milan during Salone del Mobile. (Bottega Veneta)

The Salone del Mobile design fair has become such an important platform for fashion brands that, this week, Bottega Veneta closed its flagship on Milan’s Via Montenapoleone and transformed it into an art installation.

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