Perfect Matches

Setting the table is getting to be a glamorous affair these days. In recent years, marquee names from the fashion and entertainment industries have broken into the business of creating tabletop patterns, and the term "dressing for dinner" has taken on a whole new meaning.

More and more designers are bringing their fashion sense out of the wardrobe and into the dining room, extending their influence from apparel to tabletop. And while many designers, such as Ralph Lauren, Calvin Klein, and Giorgio Armani, have their own home collections, others have teamed up with established manufacturers to make their mark. We talked with four top manufacturers to find out what's behind the trend.

One of the first fashion luminaries to create a tabletop pattern was Gianni Versace. In 1992, German tabletop manufacturer Rosenthal asked the Italian designer to come up with a dinnerware line that reflected the unique Versace style. The first Versace by Rosenthal series was introduced in 1993.

According to Veronica Alif, public relations director for Rosenthal USA, the company has employed artists from other fields throughout its 123-year history. So working with an innovative fashion designer — an artist in his own field — was a natural progression for the company's tabletop patterns. "Both Rosenthal and Versace were very powerful forces in their fields, so it seemed a natural partnership," says Alif. At the time of the original license, Gianni Versace was very much involved in the Rosenthal design process. Today Gianni's sister, Donatella, who has taken over the business, remains involved in the production of further Versace by Rosenthal series.

In 1997, designer Christian Lacroix approached tabletop manufacturer Christofle to create a tableware line. Lacroix pulled designs from his fashion lines to create Follement (French for "crazy"), a wild, colorful pattern that features carnations, the designer's favorite flower. The designer turned once again to the runway for his latest tabletop pattern, Party, which was inspired by the Lacroix haute couture collection.

And last April, brides across the country let out a cry of excitement when Vera Wang introduced her first tableware line produced in conjunction with Wedgwood. For the last two years, the bridal gown designer has been working with Wedgwood to create a dinnerware service, as well as stemware and a giftware line that promise to be must-haves on bridal registries. The designs are simple, yet elegant, a true reflection of Vera Wang style. "Not all brides can afford one of her gowns," explains Moira Gavin, president of Wedgwood USA, "but at least they can have her dinnerware."

While not a fashion designer, British range master Jamie Oliver, also known as The Naked Chef, is an artist of a different kind. He designs food. Oliver recently teamed with Royal Worcester to introduce a simple whiteware tabletop design suited for dining table presentation as well as for everyday cooking use.

Fashion designers and tabletop manufacturers make a perfect match. Designers bring their sense of style and design expertise to the union, while tabletop manufacturers bring knowledge of a broad market for new products. But what really makes the couple click is that designers and tabletop manufacturers both design products to fit specific lifestyles. Whether your bridal customer is casual, trendy, or a little bit glamorous, there is a designer out there that caters to the way she lives.

"Lifestyle is key," says industry veteran Francois Duquesne. "Designers create collections which reflect their own personality, and that represent a lifestyle. When you use tabletop in your home it represents your lifestyle. So, it's a natural combination."

Another important factor is brand recognition. While all four of the tabletop manufacturers mentioned above stand strongly on their own, associating with a well-known name from another industry works to their advantage by expanding their brand into other fields. Joining forces with a designer opens a manufacturer's customer base. For instance, a customer who buys Versace clothing is more likely to buy dinnerware or giftware with the Versace brand name. "People appreciate a personality with a design," says Rosenthal's Veronica Alif.

"If a company is seen as traditional and wants to do something more modern, working with a designer or celebrity gives credibility to what they're trying to do," notes Royal Worcester's Rhea Goldman.

This is what happened when Christofle — known in the industry as a traditional manufacturer — joined forces with Lacroix, whose design vision is viewed as more cutting edge. "It allows the company to approach a new and more glamorous clientele," says Duquesne.

The marriage between fashion and tabletop has been a success, and shows no signs of fading. Rosenthal's and Christofle's partnerships have been going strong since the 1990s, and the collaborations between Wedgwood and Vera Wang and between Royal Worcester and Jamie Oliver have enjoyed successful first runs. Christofle is also broadening its fashion connections. Last April, it introduced a complete home collection with the imprimatur of the House of Christian Dior.

Expect to see even more designers take their creations from the runway to the table, and beyond. Big names coupled with well-known manufacturers are a sure bet to convince brides that they are getting a unique, quality product.