How Brand Shout Transformed Steven Khalil's Couture Vision into Luxury Home Design
- Brand Shout
- Apr 15
- 3 min read
Updated: Apr 22
The behind-the-scenes story of Steven Khalil's debut rug collection with Designer Rugs
At Brand Shout, we don’t just broker licensing deals—we craft brand extensions that feel natural, aspirational, and entirely aligned. Our recent collaboration between internationally renowned Australian fashion designer Steven Khalil and luxury interiors brand Designer Rugs is a perfect example of how thoughtful licensing and creative matchmaking can bring two design worlds together beautifully.
This wasn’t just a one-off collab. It was a carefully curated, design-led licensing partnership—strategised, negotiated, and stewarded by us at Brand Shout—that brought couture into the heart of the home.
Identifying the Opportunity
With Steven’s incredible legacy in bridal and couture fashion, we knew his intricate design language could translate powerfully into interiors. The question was: where, and with whom?
Enter Designer Rugs—a premium Australian brand known for their craftsmanship, innovation, and design collaborations. We brought the opportunity to the table, recognising a shared vision between Steven’s romantic design aesthetic and Designer Rugs’ ability to deliver detailed, tactile luxury.
Our experience working on both the licensor and licensee side of the fence, plus our hands-on knowledge of product development, meant we could already see the commercial and creative potential.
Stewarding the Process
Once both parties were aligned, Brand Shout led the charge on every element of the process—from deal negotiation and timelines to creative approvals and product positioning.
We were there to:
Align creative direction and commercial goals
Advise on licensing terms and contract structure
Support the collection's product development and ensure brand integrity
Act as a sounding board for everything from design nuance to launch strategy
The result? A truly luxurious, made-to-order rug collection—La Nuit, De Miel, and Perles—that merges Steven’s couture craftsmanship with contemporary interior styling. A category extension that felt not only natural, but necessary.
Amplifying the Steven Khalil Launch
The launch wasn’t just well-received—it was celebrated. When Steven proudly posted the announcement on Instagram, his audience (including some very high-profile admirers) lit up.
Among the enthusiastic responses:
Erin Holland: “Omg love! I'd sign up for a SK rug any day ❤️!”
Ellie Gonsalves: “Incredible”
Paula Abdul, Sally Obermeder, and Kyly Clarke also shared their praise, reinforcing the impact and visibility of the collection.
It signalled that this wasn’t just a design moment—it was a cultural one.
Moments like these are a reminder that brand collaborations and IP licensing can deliver powerful emotional value—not just commercial return—when done right.
The Brand Shout Difference
Yes, we help with contracts, approvals and deal-making—but our real value lies in our insight. We know what brands, designers, and end users are looking for, because we’ve worked across all those roles.
That’s how we:
Spot real opportunities (not just forced collabs for a moment of flash-in-the-pan PR)
Align creative identities with commercial strategy
Understand timelines, sensitivities and standards on both sides
Stay hands-on throughout the process—not just at the start
For us, it’s personal. Because we care deeply about the quality of the work and the success of everyone involved.
Ready to Explore Your Next Brand Collaboration?
Whether you’re a creative or brand owner with strong IP ready to extend, or a manufacturer or product-led business looking for a meaningful design partner, Brand Shout can guide the process.
We’ve spent years building bridges between fashion, lifestyle, interiors, and design—and we’re here to help you cross into new markets, beautifully.
Brand Shout – Licensing, collaboration, and product development strategy for lifestyle, luxury, and design-led brands.
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