It?s not just about Instagram The past year, one of the biggest interiors trends wasn?t a color or material?it was a business model.
A slew of direct-to-consumer companies launched in 2018 (and late 2017) offering products and services for the home: the comforter brand Buffy; the paint brand Clare; kitchen tool brands Material, Made In, and Great Jones; the dinnerware brand Year & Day; the modular furniture brand Civil, plant delivery company Bloomscape and Leon & George, contemporary furniture company Dims Home, custom furniture brands Inside Weather and The Inside, and home renovations company Block. These startups join the already established categories of direct-to-consumer mattress and bedding companies.
While these brands were launched by different people, they all look eerily similar regardless of what they sell. The tells" Crisp photography, sans-serif fonts, and pastel colors. The products themselves are basic home essentials shoppers have been buying forever?wooden spoons, plates, stainless steel pans, white sheets, paint?but they?ve been marketed to seem better and more appealing than their legacy counterparts. It?s almost as if they were all created by the same corporation?or at least read the same Cliff?s Notes. The look of Airspace is easier to get than ever, delivered from Instagram to your living room with just a few clicks. This format began with eyeglasses a few years ago and spread to personal care items, fashion, and mattresses. Now,...