The world of luxury comes to the table

Posted January 6, 2023, 6:01 am

The double F oval clasp on this soup plate will catch the attention of fashionistas. After bags, glasses and even watches, Fendi’s O’Lock emblem also adorns the first tableware collection of Fendi Casa, a label launched in 1987 by Anna Fendi and famous for its impeccably invoiced furniture until then. This new offering of Limoges porcelain is signed by his daughter, Silvia Venturini Fendi, artistic director of the label’s accessories and men’s collections. “We were the first fashion brand to launch a home line, and this collection is the perfect follow-up. Dishes help to feel good at home. This idea of ​​home and this sense of family is deeply connected to the history of Fendi.”he says.

And especially in accordance with the times, it is explained by the conjuncture of several phenomena: the desire of luxury to expand its universe to professions other than fashion, the willingness of consumers to invest in all aspects of time, their interiors, but also the snobbery associated with tableware, which has become a new social attribute: their just look at the number of people turning their plates today to know where they came from.

A door to luxury

According to Francesplosion, a professional committee for the sector, sales in the field of tableware will increase by 9% in 2021. A figure to be compared with the strong growth of French production: more than 18% in 2021. “Faced with restaurant closures during the pandemic, the French have taken back their eateries. This led to an explosion of supply in this area, which has a history of French know-how. Luxury brands are particularly interested in this, because they no longer want to offer only leather goods, but a whole art of living. When you enter the Dior boutique at 30 Montaigne, you feel like you’ve been invited into someone’s home.Blandine Franc, president of the France Arts de la Table Development Commission of Franceexplosion, also international director of Dior Maison. No more simple round and white plates, tableware has become a mirror of everyone’s personality. »

Not to mention that with prices of around 100-300 euros per plate, they represent an excellent gateway to luxury, and are also an ideal gift to replace a very ephemeral bouquet of flowers. All these elements explain the interest of luxury brands in this sector. This is especially the case of Hermès, which renounces porcelain marked with equestrian emblems, original know-how, tableware dressed in iconic blue, and even Tiffany, a Dior Maison whose exponential offering recalls the maxim dear to its founder: “Living in a house that doesn’t look like you is a bit like wearing someone else’s clothes”.

Cruise 2023 collection for Dior Maison by Maria Grazia Chiuri.©MATHILDE HILEY

“Christian Dior was particularly attached to this art of living. Today, some collections designed by Cordelia de Castellane for Dior Maison are inspired by the life of the couturier, while others are intended to be a continuation of our fashion shows. We recognize ourselves as a couture brand of tableware and decorative arts.”, Dior’s director of communication and image, Olivier Bialobos, is convinced. As an echo of the fashion system, Dior Maison offers permanent but also seasonal collections, including Cannage Montaigne, Toile de Jouy and Dior on plates, decanters, trays, as well as notebooks, candles or cushions (from €70 for a bread plate) Bees. . As Judy Chicago works with Maria Grazia Chiuri on the script for her 2020 haute couture show, the artist is taking the opportunity to sign a collection of china that includes motifs from her work for the show.

Mug Gucci Decor.

Mug Gucci Decor.© DR

Bridge with fashion

Gucci also creates an entire decor around its unique aesthetic, including the mugs with lids that reflect the maximalism of fashion, which have become objects of desire (about 290 euros). Not surprising when you know that former artistic director Alessandro Michele, who just left the house, has long been involved in the creation of Ginori, which was bought by Gucci in 2013. Founded in 1735, this Florentine porcelain factory has a rich collection of crockery made by figures such as Gio Ponti, artistic director between 1923 and 1933, or, more recently, the young English designer Luke Edward Hall. “Now we take out silverware and crockery on Sunday for daily use. And the customers update their services with the fashion decoration that they change according to their moodBlandine Franc of Francbrilliance continues. At the table, we no longer hesitate to mix styles and brands in this “mix and match” idea so dear to fashion. »

View of an Oriental flat plate from the

View of an Oriental flat plate from the “Les Dépareillés” box, Gien pottery.DR

Having seen this tableware become a fashionable accessory, Faïencerie de Gien now offers a box set “Les Dépareillés” with four different plates but in the same tones. “Return from China” effect, exclusive search. To celebrate its bicentennial in 2021, the historic French house asked three designers to imagine collections: Yazbukey, Julie de Libran and Laurence Maheo of La Prestic Ouiston. In mid-January, the pottery factory will launch a new service, this time envisioned by designer Jean-Charles de Castelbajac, next March. “It fueled our creative process because their way of creating fabric and color is different than the artists we usually work with. Therefore, we wanted to continue this dialogue with the fashion worldexplains president Yves de Talhouet. In recent years, we have seen the rejuvenation of our customers, the impact of our new strategy, and certainly post-Covid. » After “it-bag”, “it-plate”?

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