For Lowe’s chief brand and marketing officer Marisa Thalberg, it’s clear that the connection between home decor and fashion isn’t much of stretch. “Our homes are more than just places we live,” she said during a virtual chat last Thursday. “They are a place of self expression.” As the same can easily be said of our clothing choices, this has become one of the guiding principles in the partnership between Lowe’s and designers Jason Wu, Christian Siriano, and Rebecca Minkoff, which was announced in August.
Working to bring New York Fashion Week (which will take place both digitally and in person September 13–17) to homes during this unique season, Lowe’s invited the three designers to outfit their runways in inventory from the vast home decor selection available on Lowes.com. From furniture and lighting to rugs and accessories, the products curated by each designer are available to shop as of this morning.
For New York–based designer Jason Wu, the collaboration challenged him to recreate a taste of his home away from home. “Fashion shows are about experiences and building a dream,” Wu said during his conversation with Thalberg. “But to build a dream, you need the materials to do it.” Working with a subtle color palette, natural materials, and touches of greenery, Wu curated items for his Fashion Week presentation that evoke notes of a beachy jungle setting. Specifically, it’s a nod to Tulum, Mexico, where Wu had his 2016 wedding.
Wu, speaking like a true fashion designer, elaborated on the partnership and of working with a retailer whose reputation skews more power tools than stylish accessories: “There is glamour in everything; it’s about what you do with the materials you’re given.” In this case, the materials are products that Lowe’s already had in stock—a point the brand believes proves style can also be accessible and reasonably priced. The partners also hinted at a further collaboration, to be announced post–Fashion Week, that will reflect the ideas of both the home and giving back to communities important to the designers who have been affected by the pandemic. More exciting news, it seems, on the not-so-distant horizon.