If you’re interiors-minded, glossy images of seemingly perfect spaces have always been two a penny when scrolling through social media. However, in recent times, another type of content has been gaining popularity. On TikTok, 'normal house' tours are going viral and over on Instagram, posts that show homes at their most real – complete with dirty plates and children's toys – are racking up the likes. Spend time on YouTube and you’ll notice it’s often the houses filled with most 'stuff' that attract the biggest viewing figures. Meanwhile, designer Matilda Goad has taken it a step further, making the ‘junk drawer’ of notable taste makers (that one we all have), the subject of a new video series.
Alice Tate, a writer and PR consultant, has seen this shift first-hand. When she started sharing images of her 1930s London home at their most ‘real’ via her @asouthlondonhome account, the posts really resonated with her audience. ‘I'd like to think it's making people feel less of a need to strive for perfection all the time. We don't live in show homes and the more we see otherwise, I think we can sigh a breath of relief a little bit,’ Alice shares. ‘There's always going to be an appetite for the perfect clutter-free shot, but I think people want to get more of an idea of how it might translate into their world, so more lived-in content offers that,’ she adds.
Zooming out, this move from aspirational to authentic content has been building online for a while, however the prevalence of AI is no doubt pushing this further. ‘I believe the backlash against the image of “the perfect home” is being driven by the increasing visibility of images created by AI seen on social media. It’s making working out the difference between “real” and AI images almost impossible,’ Interior Designer Laura Stephens shares. We are collectively craving the human touch and much like a small typo might indicate a piece of text hasn’t been spewed out by a robot, clutter on a coffee table shows a real person has created that home.
This aligns with a trend that forecasters The Future Laboratory call ‘Curated Clutter.’ ‘There’s a growing desire for interiors that embrace imperfections and personal quirks, rather than sterile or overly curated. This is highlighted by platforms like @girlswhocluster on Instagram, where followers celebrate curated clutter and personal stories told through decor,’ Fiona Harkin, Director of Foresight, explains.
In reality, the majority of our homes have always looked very different to the images we see on social media, and perhaps the online world is just playing catch-up. However, the prevalence of this lived-in look online also reflects what’s going on in interiors more generally. Notably, the maximalist mood that has defined this decade in interiors so far. ‘People are now more confident with layered design and willing to show the imperfect, collected feel that comes with maximalist schemes,’ Cath Beckett, Interior Designer and Co-Founder of Yellow London, points out. It’s arguably the most forgiving and accessible way to decorate. ‘A room can evolve over time. You don’t have to commit to a rigid scheme and you can add to it as something catches your eye without worrying it will throw everything off,’ Cath adds.
Moving forward, as Interior Designer Sophie Pringle notes, our approach to decorating is set to get even more personal. ‘Modern maximalism isn’t about excess for its own sake, it’s about layers, storytelling and objects with meaning. I expect this to evolve into a more thoughtful, collected approach, where homes feel rich and expressive but also practical and adaptable,’ Pringle shares. Linking back to what we are seeing online, Pringle has noticed how we are all increasingly valuing comfort, functionality and emotional connection over polish in interior design. ‘Homes are increasingly seen as places of refuge and self-expression, not just visual statements, so design choices are becoming more personal and less about following rigid rules,’ Pringle explains. Meanwhile, this point about practicality and functionality is clear to see when we look at the products that designers are launching right now, like Beata Heuman’s ‘Better Safe Than Sorry’ napkin and Matilda Goad’s new Essentials range of hardware.
When it comes to curated and styled spaces, these aren’t going to disappear online or offline. We are always going to crave inspiration and escapism. However, perhaps the line between appreciating beautiful design and what we want in our spaces we actually live in is becoming clearer.
As Interior Designer Cindy Leveson, who has long been preaching to the choir about the joys of a lived-in home, points out: ‘It’s very easy for a house to end up looking like a hotel and in reality that’s not what most people want. You want your home to be supremely comfortable and surrounded by the things you love.’
