Why Are So Many Fashion Brands Selling Home Stuff?
In March, clothing rental service Rent the Runway launched a home category, through which customers can borrow pillows, throws, and other textiles from West Elm. Just a few months later, in June, resale app Poshmark introduced its own homegoods section. Meanwhile, high-end designers like Jason Wu, Rachel Zoe, and Christopher Kane are launching home lines or collaborating on capsule collections with established home brands. Fashion is notoriously mercurial: A few seasons ago, you couldn’t walk down the street without seeing at least five off-the-shoulder tops, now we’re all trying to offload them from our closets (turns out, they’re very constricting!). But these days, it seems like the trend with the most lasting power isn’t a top or bag, but a well-appointed home.“I think, you know, the world has too many clothes,” posits fashion designer Nicole Miller, an early pioneer in the home space who is expanding into cookware this year. “There’s a whole shift. People are enjoy