The RowLaunches Homewares in a Typically Annoying fashion.

Some luxury brands effortlessly manage to command the market, and supremely dominate with the history and cachet to maintain their permanent position.  For example, Hermes.  Other brands have a quietly confident and elegant turn to them, which manages to imbue them with a sense of relaxed elegance.  Such as Brunello Cucinelli.  Others are try-hard and kind of annoying.  The Row fans into the last of these in our view, and their launch of homewares has demonstrated this once again.

Don't mistake this for disdain of the quality.  The Row produces clothing which feels like the wardrobe from that 1990's Ryan Phillipe Dangerous Liasons. Ultra high-end minimalist chic luxury. And the fact this comes from former Disney stars, even if they only touch lightly on it, is remarkable.  But it is absolutely necessary to be so irritating about it?

Form the secret last-minute fashion show notifications, to the demand that attendee's surrender their mobile phones at the door.  It's all so extra, and quite silly.  If the products weren't so good, we'd have nothing but pure hate.  For their new homewares they did the same.  A surprise announcement out of nowhere. So dumb.

The products are characteristically exceptional.   Solid colour throes, wool bedding, and the finest cashmere, it's an outstanding selection of the very best simple interior pieces, with prices starting from £1,200 for small cushions.  Great item's, and the start of a premium home interior collection, but seriously, drop the pretentious marketing.