It-Girl Label Sandy Liang Launches Home Collection

As highlighted in Luxury Fashion’s Cultural Pivot, fashion brands from Dior to Fendi are pivoting to furniture and décor while consumers prioritise spending on their homes over their wardrobes. Sandy Liang’s foray into lifestyle is no less interesting. Known for its signature ribbons and romantic balletcore-approved pieces, the label has a largely Gen Z and millennial customer base and a reputation for being the street style uniform of downtown Manhattan cool girls.

For many young consumers in the brand’s core demographic, luxury shopping is still an aspirational act, and any purchases made are well-thought-out investments. The collection’s $1,295 Ribbon rug is just that aspirational piece. Elsewhere, slogan-emblazoned $75 Zippo lighters and $225 welcome mats are affordable entry points sure to double as social media set dressing. This is a key consideration because nearly two-thirds of Gen Zers admit to using TikTok daily, meaning the background of the #fitcheck can be as engaging for an online audience as the outfit itself.

The home collection also includes loungewear, featuring pyjamas, nap dresses and underwear as well as aprons – all of which fit the label’s famous coquette aesthetic that’s permeating pop culture thanks to an online celebration of girlhood. Ultra-girly looks are dominating both on the catwalks and among influencers, while a retro new-wave twist on flirtatious femininity is one of our key youth trends for 2024.

Smart brands won’t ignore the potential of these cultural and lifestyle-led pivots and will follow Sandy Liang’s lead in adapting their product strategies to best meet the tastes, needs and budgets of their core demographic.