EXCLUSIVE: Singer John Legend Delves Further Into Homewares and Furniture With Rove Concepts

MILAN — Singer and composer John Legend’s latest compilation will unfold in sultry notes of soft textures, rounded edges and rich tones. Inspired by his life and personal style, Rove Concepts will debut the Journeys collection in collaboration with Legend on Monday, WWD has learned.

Rove Concepts said the collection of homewares and furniture will be available to shop online and in Rove’s Los Angeles, San Diego, Vancouver, Toronto and Miami showrooms.

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Rove’s creative director, Iris A. Gonzalez, told WWD that Legend mentioned that he loves spending time at home, “whether with his immediate family or entertaining guests, and enjoys curating his own space. This collaboration helps others shape their own environments to be a place of love, beauty and comfort.”

Gonzalez added that the “Journeys in Taste” campaign is a celebration of personal evolution that encourages self-expression.

Founded in Vancouver, Canada, in 2011, Rove Concepts offers sophisticated home decor and over the past few years has been working on boosting its partnerships via collaborations with celebrities and companies, including tennis champion Maria Sharapova and real estate firm The Oppenheim Group.

Legend, too, has been working on boosting his business partnerships. The first Black man to garner all four major American entertainment awards, he launched his first tech start-up in 2023. Named It’s Good, the social app provides users food and travel recommendations. He is also the founder of Loved01, a skin care line and LVE, a wine label.

Legend partnered with Etsy last year on a limited-edition decor and lifestyle collection, codesigned with Etsy shops run by women, Black and underrepresented sellers. The lineup was interwoven with Gullah basket-weaving crafting techniques considered the oldest African craft tradition in the U.S. — dating back to the 1700s when enslaved rice farmers first brought the art to South Carolina, Etsy said.

The Rove collection is defined by a natural color palette, with well-chosen flashes of color, and is inspired by natural, organic and earthy elements.

“John has a strong appreciation for vintage, classic and timeless elements. This was a crucial factor in shaping the direction of our creative campaign. All of our visual assets and the hero spot are heavily influenced by adding a touch of vintage,” Gonzalez said.

The collection includes accessories like the Beja Rug, priced from $1,332 and from $999 for Rove Concepts members, while larger pieces such as the Kaye Sofa is priced at $2,572, or $1,929 for members.

With the collection, Rove will also be hosting a giveaway in which one winner (and a friend) will receive an all-expenses-paid trip to L.A. to attend a secret event with the singer in celebration of the collection this fall.

Launch Gallery: Singer John Legend Delves Further into Home with Rove Concepts