Homing Insta: why fashion influencers are moving into interiors – The Guardian

The story of one of this year’s most remarked-upon interiors trends started on Instagram. When fashion stylist and influencer Erica Davies started featuring snaps of herself – in leather biker jackets or high-waisted white denim skirts – taken in her bedroom, with a brown and cream Scandi-style rug underfoot, the heart-eyed emojis came thick and fast from her 51,000 followers. Soon enough, the La Redoute rug had its own Instagram account, which more than 2,000 fellow human beings have seen fit to follow. The item has since sold out and been restocked many times over, and has been nicknamed “the Erica”. Fashion influencers, who take snaps out and about, but also at home, are fast becoming home decor influencers, too.

Meanwhile, fashion blogger Lucy Williams shares pictures of herself on Instagram, wearing a Mango outfit in her kitchen, and many of the comments are complimenting the dress, the shoes. But many are also complimenting her kitchen – the tiles, the cabinet handles. Clothes appear in the same frame as crockery, mirror selfies show outfits of the day (#OOTD) with bedrooms as backgrounds – it’s about the wallpaper as well as the wardrobe, the floor as well as the frock.

“I think it’s a natural progression,” says Davies, a fashion editor who – the rug apart – has become known for her house renovation as well as her heels, headbands and slogan tees. “I think if you’re genuinely interested in fashion and textures and colour and pattern, your home is a natural extension of that.” After all, she says, “I put together a room in a very similar way to how I put together an outfit. There might be a base colour and then there will be accent colours or accessories or prints that you add on top of that in a layering process.”

So what is it about the Erica rug, fit for the hygge-friendly home of a Scandi noir serial killer, that’s made it so popular – besides the fact that it is really nice? Is it just that it makes a neutral enough backdrop for “shoefies”, of which there have been many? See: here, here and here. Perhaps.

Lusting after the interiors of fashion influencers on Instagram is a natural evolution for a nation fed a diet of Changing Rooms, Location, Location, Location and noughties-era Hello shoots of Posh and Becks “at home”.

Where Ikea might set up “rooms” in its cavernous showrooms and make them look lived-in, these influencers have rooms already lived in, and lifestyles that interiors companies know are likely to draw admirers. There might be something a little bit Truman Show about the dynamics of looking into the lives of others and then buying from what we see – quickly clicking from feed to online shop, but it is only natural to seek inspiration from the world around us – digital or otherwise.

Instagram is awash with kind-on-the-eye interiors ideas: botanical prints to make David Attenborough swoon, more cacti than the Sonoran Desert, William Morris-style wallpapers, raffia baskets, wicker and rattan chairs and pale pink, teal and mustard-hued velvet sofas. Many of which have their parallels in fashion: think of the trend for wicker and raffia baskets and tropical prints. Colour trends go in waves over feeds – pink and green currently comes with the Insta stamp of approval – think cheese plants and palms against millennial pink to hot pink walls.

So, the steady creep of palm prints might not be as organic as you think – from your imagination to your walls, via B&Q. Because blue, as Miranda Priestley would be only too willing to tell you, is never just blue, it’s cerulean or lapis – and it never simply arrives out of the blue.

So here are the other items with which fashion influencers are currently decking out their flats, and you may well be soon, too.


White Tejn rug, Ikea, £10

White Tejn rug, Ikea, £10.

The perfect backdrop for snaps of high, high platforms, or rhinestoned pink heels, forget all Austin Powers associations and think Ice Storm chic. Posting a pic of your outfit framed by luxuriant cream fuzz is surely a nod to the Prada aesthetic – and a sign that you like a side of lolz with your YSLs.

Pollock crockery, AKA Pollockery

Splatter print ceramic bowl, Not-Another-Bowl, £23.

Splatter print ceramic bowl, Not-Another-Bowl, £23.

Tasteful white-and-blue enamelware was the only thing to be seen dead eating your avo off. Now, the new sheriff in town is so-called spatterware or splatterware – crockery that looks as if it spent an afternoon in Jackson Pollock’s studio and came back having been given the abstract expressionist treatment. Fashion influencers might place theirs in a shot next to this season’s must-have cactus, or a Diptyque candle. You could just drink your tea out of yours.

BFFs (big fake fronds)

Faux monstera plant, Rose & Grey, £165.

Faux monstera plant, Rose & Grey, £165.

Succulents are to the present day what the aspidistra was to George Orwell’s era – as loaded with aspirational #lifegoals. But the best plant to set off your #OOTD is one that doesn’t need any watering – the fake monstera. Adds a splash of green (Pantone’s colour of 2017), without ever being in danger of making your house look like the set of Jumanji – plus it’s unkillable. Comes in single leaves, or as a whole plant, complete with fake roots and soil.

The deconstructed light

Billie 7 light cluster, BHS, £150.

Billie 7 light cluster, BHS, £150.

It might sound like something from GCSE physics, but in a year that has seen Kendall Jenner wearing the world’s most deconstructed jeans, as well as a continuing trend for tearing up the rulebook when it comes to the hereto relatively uncomplicated shirt, it makes sense that homeware has followed suit. What better background is there for a photo of yourself in backless mules than a deconstructed light?

Magic eye tiles

Berkeley charcoal tile, Topps Tiles, £13.68 per tile.

Berkeley charcoal tile, Topps Tiles, £13.68 per tile.

With bathroom selfies now Saatchi Gallery-endorsed, it’s no surprise that tile trends are fuelled by fashion influencers’ loo snaps. And tiles that look like Rorschach-inspired inkblot tests, or 90s magic eyes, are the perfect backdrop for pics of silky loungewear.


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