Home influencers to follow on Instagram

"I've been cheating on fashion with furniture." Carrie Bradshaw says this in Sex and the City 2, anticipating by about ten years a phenomenon that seems to be gaining more and more popularity: home influencers. They can be DIY moms, refined interior designers, young girls who experiment with pop wallpaper and cozy sofas, but often they are editors, stylists and fashion bloggers who alternate outfit changes with shots of vases, candles, armchairs and blankets softly lying on the bed. A trend that, according to Vogue Business, is gaining momentum especially in China, where a growing number of KOLs that until recently were focused only on fashion and beauty have now decided to expand their area of interest to include decor moodboards and room tours.

Just take a trip on Instagram to see that this is not only happening in Asia, but all over the world. It-girls with thousands of followers such as Emili Sindlev, Caroline Daur, Linda Tol or Eleonora Carisi in recent months have begun to post glimpses of their apartments with tables adorned with ceramic vases by Anissa Kermiche, dogs snoozing on the Camaleonda sofa, living rooms illuminated by the Arco lamp by Flos, tables surrounded by chairs by Pierre Jeanneret and Ultrafragola mirrors that give a twist to minimalist bedrooms. Objects that, inevitably, once seen in the homes of these contemporary muses of style, we all add to our wishlists. Peeking into the homes has always been a little guilty pleasure, but if in the early 2000s it was enough for us to enter the luxurious villas of celebrities from MTV Cribs, The Selby or the glossy pages of Architectural Digest, in this particular historical moment social media, from Tik Tok to Instagram, give us a window into the lives of stylish common people.

A powerful boost to our obsession with interior decorating has undoubtedly been the pandemic. Long periods indoors have reminded us of the importance of cultivating beauty in every little corner, combining aesthetics with comfort and functionality. So fashion bloggers swapped the hashtag #ootd for #roomtour and we started buying fewer puddle boots and cardigans from Jacquemus and a few more candles from Lex Pott or mushroom lamps from H&M. Even in these last few months without lockdown we have continued to do so, searching online for the right inspiration to renovate the kitchen or to turn the corner of the living room into a fabulous smart working station. From the queen of zen decluttering Marie Kondo to the very popular @myscandinavianhome, the profiles from which to learn the secrets of interior decor are many, G-club has chosen the most interesting.

Here are the 10 home influencers to follow on Instagram.

@mariekondo

With her KonMari Method she has revolutionized the world of decluttering, managing to convince us that it's okay to keep the objects that bring us joy, but that mindfulness also comes from a closet free of the superfluous and perfectly tidy. Her very popular IG profile (4 million followers!) is a mix of all her philosophy: pictures of her private life, selfies at home with her daughters, clothes folded like origami, pantries with products well labeled and displayed according to their color, backstage of her consultations and TV shows.

@kellywearstler

They call her the "grande dame of West Coast interior design." The daughter of a designer and an art dealer, Kelly Wearstler grew up among vintage merchants and beautiful objects. In her long career, she has set up movie sets, luxury hotels and decorated the homes of many celebrities like Cameron Diaz and Gwen Stefani. Her IG is a portfolio of her work, her Californian villa and selfies in which she shows her outfits that combine glamour, boho and rock.

@hillhousevintage

In two words: Cottagecore heaven. Paula Sutton was Head of Press for model agency Elite Premier when supermodels like Naomi Campbell and Linda Evangelista were in their heyday and then moved on to do glossy fashion shoots for Elle magazine. At some point in her life, she chose to quit her job and London and move with her family and chocolate labrador Coco to a 19th-century Georgian house in the Norfolk countryside. Her new life has become an Instagram page that is the aspirational embodiment of the cottagecore aesthetic: handmade cakes, backyard picnics, vintage furniture, china, plaid tablecloths,...

@zoedelascases

If someone recommended you buy an adult coloring book as a way to deal with daily stress, it's quite possibly that you've already run into the world of Parisian Zoe de las Cases (Secret Japan and Secret Paris are a must-have cuteness!).  For the past few years, the illustrator has been chronicling the renovation of her apartment on the rooftops of the Ville Lumiere, a riot of French touch, boho- chic, wood, white, vintage and DIY elements. If scrolling through her IG profile is not enough inspiration for you, gift yourself La maison: Une collection d'idées déco à faire soi-même.

@heartzeenahome

Zeena Shah loves vibrant colors and plants. In her small London apartment, Scandinavian minimalism is forbidden. Triumph pink, blue, yellow, orange, green, mix'n match prints, candles and vases with funny shapes, fluffy and soft pillows, girlie chairs and vintage elements to discover and copy. A definitely funny and feminine style that also reflects the outfits of the young textile designer.

@catesthill

Cate St Hill is an interior design journalist, stylist and talented designer based in London. Her style reinterprets Scandinavian minimalism with a contemporary flair, as demonstrated in her home, all done in neutral tones broken up by a touch of sage green. A continuous inspiration for those who are decorating their first apartment.

@myscandinavianhome

Niki Brantmark's profile is a must for anyone who loves the Scandinavian style. She grew up in London and now lives in the coastal region of Skåne, Sweden with her husband and two daughters. Since she opened @myscandinavianhome in 2011 she continues to give her followers images of minimalist rooms, essential furniture, white wood, design objects and neutral colors.

@eyeswoon 

Food expert, Eyeswoon lifestyle blog founder and interior designer Athena Calderone opens the doors of her beautiful home in historic Cobble Hill, Brooklyn to her followers. A stunning Greek Revival style townhouse that the eclectic American has decorated based on her personal mantra: "Design connects us with beauty". And beauty abounds here, with warm, neutral tones, marble alternating with wood, artwork and the must-have Camaleonda sofa in the center of the living room.

@chloelloydhome

Model and influencer Chloe Lloyd has turned her home in the English county of Surrey into a hyper-feminine temple of the Paris touch: powder tones, feathers, marble, furry pillows, black and white posters of Brigitte Bardot, rattan chairs and fashion tablebook in plain sight. Everything is like living on a Pinterest board.

@thishouse5000

Elena Lohse and her husband Christoph bought a home in Toronto in the summer of 2015. They carefully studied Pinterest images, used their DIY talents and renovated each room according to their personal taste that combines Scandi vibes, boho touches and old world mood.