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

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