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.

For the original version including any supplementary images or video, visit https://www.theguardian.com/fashion/2017/jun/12/homing-insta-why-fashion-influencers-are-moving-into-interiors

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