Home influencers to follow on Instagram From zen decluttering guru Marie Kondo to the California glamour of Kelly Wearstler

"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.

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.