Ginori’s revival: from forgotten legacy to tiktok’s top tableware

The porcelain world is buzzing – and it’s not about dusty antiques. Ginori 1735, once a quietly revered label, has exploded onto the scene, dominating wedding registries and capturing the attention of a generation obsessed with aesthetics. Forget the generations-old stereotype of a stiff, formal dinner service; this is tableware with a pulse, a vibrant injection of color and whimsy.

A century-old secret weapon

For nearly 300 years, Ginori’s roots lay in Doccia, Italy, a lineage tracing back to Carlo Andrea Ginori’s ambition to create a porcelain that rivaled the finest in Europe. Initially focused on supplying royalty, the brand navigated decades of decline, only to be resurrected by Gucci and Kering, and subsequently, Alessandro Michele’s bold vision. It’s a story of shrewd rebranding and an uncanny ability to tap into evolving tastes.

The tiktok effect

The current surge in popularity is undeniably linked to social media. The brand’s signature “Oriente Italiano” collection – those kaleidoscopic plates in blues, pinks, and greens – have become ubiquitous on platforms like TikTok and Instagram. It's a visual shorthand for a modern, celebratory aesthetic, perfectly suited to Sofia Coppola’s signature style.

Beyond the hashtag

But Ginori’s success isn’t simply a product of viral trends. Designers like Bella Gerard Fayne are embracing the brand’s heritage, incorporating its pieces into their own collections – and proving that its designs are anything but fleeting. Interior designer Mieke ten Have notes a shift in attitudes, with younger generations rediscovering the beauty of traditional craftsmanship. “There’s a whole new younger generation rediscovering these old, wonderful things,” she observes.

A strategic palette

The brand’s strategic use of archives, coupled with collaborations with figures like Jake Gyllenhaal, Khaite, and Luke Edward Hall, has solidified its status as a coveted luxury item. The cafe at Bergdorf’s, layered with different hues of Ginori, is a testament to the brand's commitment to showcasing its full spectrum of possibilities. Tori Mellott from Tuckernuck Home confirms, “Because we’ve seen such strong numbers, we continue to broaden our assortment of Ginori 1735 pieces, patterns, colorways, and product.”

The bottom line

Ginori 1735’s resurgence isn’t just about porcelain; it’s about a successful reinvention. It’s a brand that understands the power of heritage, the allure of color, and the undeniable influence of the internet. And, quite frankly, it’s a beautiful reminder that even the most established brands can find a new audience – one perfectly filtered Instagram post at a time.