Taking a fashion identity into the home
A new home and lifestyle brand extending a print-led textile and clothing brand into home textiles, kitchenware and lifestyle products.
My role
Collaboration
Developed collaboratively with leadership, marketing and designers.
Status
Launched autumn 2026
Building a brand the business fully owns.
We wanted to create a brand where we had greater creative and commercial agency than with licensed third-party IPs. Our own recognizable prints were the starting point.
Turning fashion into a holistic lifestyle brand.
I worked on market and commercial positioning — where Villa Maia sits, who it is for, and how it earns its place next to established home brands.
In home goods, the product is the brand.
Where the prints feel most native.
Prints translated onto everyday objects.
Curated pieces that complete the world.
The fashion story didn't translate into the home. So we didn't force it.
Instead, the team evolved the narrative into one that makes both sides of the brand stronger. Clothing and home feeling like one coherent world, rather than stretching the old story across categories.
Brand book in development
B2B pre-orders for 2027 are exceeding expectations.
Next project — 03
Kafé Gadolinia →