A multifaceted and recognized figure in the Italian and international fashion scene, Simone Guidarelli naturally moves between the roles of fashion editor, art director, image consultant, and stylist. His eclectic and sophisticated aesthetic vision, nurtured by a deep love for detail and a touch of ironic poetry, has landed in a fascinating new territory: that of tableware design.

On the occasion of Milano Home, Guidarelli presented his first collection of plates, a dream cultivated since the early days of his career in the fashion world. "When I started my journey in design, because I work in and come from fashion, my first dream, even before wallpaper, was to create plates, a table signed by me," Guidarelli told us. "So, being here with this collection at Milano Home is a great emotion for me, and I'm happy to have started this journey with this project."

The collection, named "Souvenir de Voyage," is a true story told through images, a succession of memories imprinted not only on the ceramic of the plates but also on his famous wallpapers. "They are travel memories that I have somehow designed, imprinted in this case both on the walls, in the wallpaper, and also on the table. And they are drawings full of details: my idea is that it should be a family service that somehow seems to have always existed in our homes. Clearly, in a slightly more modern vision compared to the historical family service we might already have."

The originality of Guidarelli's proposal also lies in the concept of the "decomposed table" ("tavola scomposta"). Far from imposing a single decoration for the entire service, the collection invites you to freely mix the different designs and patterns. "It's also called a decomposed table because the various designs and patterns can be exchanged, so the soup plate can be placed on a different dinner plate and not follow the same design for the entire table setting." This compositional freedom introduces an element of playfulness and personalization, allowing everyone to create their own visual narrative at the table.

Faithful to his unmistakable style, Guidarelli infuses his projects with a subtle thread of irony and poetry. "There is always irony but also poetry that I want to put into my projects, and I hope I have done so in this first collection dedicated to the table and plates." This duality is also reflected in his approach to choosing objects for the home, a process often guided by emotion and memory. "Objects sometimes choose us because they are a travel memory, a memory of your family, or something completely useless but that makes you feel extremely good and that perhaps creates harmony in a place where it might not even belong, but it has the ability, perhaps its value, one that you attribute to it, to be the discordant note in a beautiful concert that is your home."

A natural extension of brand identity

For many fashion brands, entering the home decor sector represents a natural evolution of their aesthetic universe. Brands famous for their distinctive patterns presented collections of household linen, cushions, and rugs during the Salone days that revisited their iconic motifs, transforming sofas and beds into canvases of art.

Beyond aesthetics: functionality and sustainability

The interest of fashion brands in home decor is not limited to mere aesthetics. Many fashion houses are demonstrating a growing focus on the functionality and sustainability of their home products. Furthermore, practicality and versatility are increasingly central to the design, aiming to offer furnishing solutions, objects, and accessories that adapt to the needs of increasingly dynamic and multifunctional living spaces.

A new chapter for Home Decor

The increasingly massive entry of fashion brands into the furniture sector marks a new chapter for home decor. This cross-pollination of styles and skills is leading to a redefinition of the concept of luxury and home design, where attention to detail, the search for fine materials, and distinctive aesthetics merge to create unique and personal environments.

The Art of the Table, Textiles, Objects… interpreted by fashion brands

For numerous fashion brands, entering the home decor sector represents a logical and natural evolution of their aesthetic imagination. Brands famous for their distinctive patterns presented collections dedicated to the Art de la Table, household linen, cushions, and rugs that revisited the iconic motifs that made them famous worldwide. Just think of the bold geometries of a brand like Missoni, whose unmistakable stylistic signature has enlivened upholstery, furnishing accessories, and home objects, or the delicate floral fantasies of Luisa Beccaria, which have embellished porcelain and table linens with a touch of romantic elegance.

Similarly, the sartorial attention and meticulous care for detail, essential elements of the DNA of fashion houses, translate into furniture with impeccable lines and made with fine materials. We admired the sculptural seating of Armani Casa, which with its essential elegance integrates perfectly into contemporary environments, or the sophisticated modular systems of Fendi Casa, where the artisanal craftsmanship of leather is combined with a functional and luxurious design, enriched by decorative mink and bouclé cushions and precious two-tone leather trays.

Armani Casa also presented the new Inchiostri d’Oriente collection, celebrating 25 years of poetry, design, and craftsmanship. A refined journey through Eastern aesthetics, precious materials, and couture details, inspired by Asian calligraphic art and the dreamlike landscapes of Japanese tradition.

Numerous showrooms in the heart of Milan hosted immersive installations that celebrated the fruitful encounter between fashion and design. We saw emerging brands and established names collaborate with internationally renowned designers to create unique, often limited-edition objects. An illuminating example was Gucci's presentation with the 'Gucci | Bamboo Encounters' exhibition, which celebrated the role of bamboo in furniture and home accessories with creations by innovative artists. Similarly, Loro Piana, in collaboration with Dimoremilano, impressed with the immersive installation "La Prima Notte di Quiete" (The First Quiet Night), exploring the boundary between reality and cinematic suggestion through refined furnishings and precious fabrics.

The interest of fashion brands in home decor does not end with mere aesthetics. Many fashion houses have recounted their growing sensitivity towards the functionality and sustainability of their home products. Buccellati, with its sensory journey "Naturalia," proposed a path between craftsmanship and nature, emphasizing the importance of materials and workmanship. We observed the use of recycled materials in the collections of environmentally conscious brands, and the increasing focus on practicality and versatility, as demonstrated by the new modular and transformable furniture proposed by brands like Diesel, which brought its industrial and contemporary style to interiors with innovative solutions for different rooms of the house.

The National Chamber of Italian Fashion celebrated this union with the Milano Moda Design program, presenting the Home Collections of numerous brands. Roberto Cavalli Home Interiors enchanted with its "Glowing Reflections" collection, a tribute to wild nature, a collection that includes porcelain with textured surfaces, cutlery, and glasses that echo the earth's tones. Doubley colored the table with its new "Napoli Rosa" collection. Dolce&Gabbana Casa expanded its range of furnishing accessories. Antonio Marras unveiled his outdoor collection created in collaboration with Nodo Italia, while Il Bisonte presented a new Home & Office Collection that reflects the craftsmanship of Florentine leather goods. Among the novelties presented were a precious modernist-inspired cubic pouf made entirely of vintage leather; a Casentino cloth blanket with leather profiles – a re-edition of an original designed by the brand's founder Wanny Di Filippo and now coordinated with a set of cushions; a reversible placemat in raffia and striped cotton canvas bordered in leather. Genny made its entry into the living area with the precious "Il Giardino delle Orchidee" (The Orchid Garden) rug in collaboration with Illulian: a handmade rug made with refined materials such as Himalayan wool and natural silks.

And finally, 10 Corso Como transformed its spaces into a creative hub to present collective exhibitions that highlighted the strong link between fashion and design: Maison Margiela x Gentle Monster, installations by Bibi van der Velden, Aliita and Shihara, the 101010 exhibition by LAYER, Arno Declercq, Anteprima with Mika Ninagawa, Yohji Yamamoto Residency, and Imperfettolab on the Rooftop, to name a few