What used to be interior design seen in glossy magazines, showrooms, and expert-led trend reports has now shifted irrevocably to the blue screens of Instagram, TikTok, Pinterest, and YouTube. There’s a new generation of tastemakers emerging and shaping home decoration, among many other things, one post at a time.
Influencers, however, are not necessarily trained designers or industry insiders. They are digital natives who can connect directly with us and share their own aesthetics in real time, while editors and creative directors remain traditional gatekeepers. Monopoly is broken. A more fluid, consumer-driven design culture is emerging.
And when we talk about influencers, we’re inevitably talking about trends. So, what are the new design’s best things to consider next time you redecorate? And how is interior design shaped under their influence? Well, here’s the what and the how:
The Rise of the Relatable Tastemaker
Design inspiration used to be a passive experience. You buy a magazine, flip through it, browse a high-end catalogue admiring glossy spreads curated by professionals and ones you’re very unlikely to afford. Today, your phone is your portal to inspiration. And the people who curate your feed, they’re so much more relatable.
Influencers offer a little glimpse, a little window into their lives with an interior restyled bedroom shield, carefully laid brunch table, and more. And you’re the onlooker: you aren’t a passive admirer; you’re emulating, screenshotting, saving posts, and following links. You’re offered a fun way to adapt what you have to match what you see. Accessible. It’s a constant loop of inspiration and imitation.
Design Democratised
One of the most powerful shifts, undoubtedly, is the democratisation of design. The days when style meant expense are gone for good. Influencers show us creativity for all kinds of constraints like limited budgets, rented apartments, and tiny spaces.
You can now observe the step-by-step process of upcycling a secondhand cabinet with peel-and-stick wallpaper. Design is made, not bought.
Of course, this comes at the right time when the rise of DIY culture is at its peak. For many, influencers are not experts, but friends who tell you what to do and how to do it on a budget. And this is oh so compelling.
A Shift of Design Priorities: Aesthetic Meets Algorithm
When influencers design, they do so with the grid in mind. They favour backdrops with clean lines, flattering lighting and scroll-stopping aesthetics. The act of designing spaces is more public, more performative, and iterative.
The result is an uptick in ‘Instagrammable’ corners filled with oversized mirrors, arched doorways, terrazzo textures, and mood lighting. Statement pieces as well: sculptural lamp, a checkerboard rug, and a framed canvas print positioned just so. These are no longer personal design choices; they’ve turned into props that play to the visual language of social media.
TikTok, in particular, loves micro-trends like mushroom lamps, boucle chairs, checkerboard patterns, sunset LED lighting, etc. Trends that have nothing to do with the elite design circles but come through viral videos and styling tricks shared under 60 seconds. It’s an ecosystem that influencers have created that is driven by shareability and what looks good through a lens. Nothing more. Nothing less. And we, as users, when such Instagrammable trends inspire us, we, even if subconsciously, start decorating with a digital audience in mind.
Design has become about engagement. About creating spaces and styles that are still personal, but also very shareable. And while this may sound like a drawback in interior design, influencers have also expanded our possibilities. Design is now also a dialogue, and everyone’s invited to take part.
Niche But Mighty Influencers
When we talk about influencers and design, however, we’re not only speaking of the mega-influencers dominating the space. Actually, the most exciting design innovations often come from smaller, hyper-engaged creators. Micro and nano-influencers often have a following of under 100k, but they cultivate dedicated communities that are built around specific aesthetics.
The advantage of this is that such creators create space for the underrepresented voices in design, reshaping long-held standards of beauty, lifestyle, and taste. You have more creators showing Afrocentric interiors, vintage enthusiasts with sustainable finds, and DIY magicians who give new life to secondhand furniture.
What’s more, design inspiration is no longer local or purely Western-centric. Thanks to social platforms, we’re seeing the rise of something global. Japanese wabi-sabi influences, London interiors and Scandinavian minimalism merges with boho flair in LA apartments. Cultural exchange has never been more immediate. And influencers are at the heart of that creative conversation.
Beyond the Feed: What Comes Next
Design has changed, thanks to influencers. The conversation is now open, and it’s made design more accessible and injected with a new kind of dynamism. There’s an aesthetic influence, yes, but also behavioural, commercial, and cultural ones as well.
Yet, another question remains after all that. Is the pace of trend turnover leading to design fatigue? Are we creating with longevity in mind, or are we all just chasing like after like after like?
However, it’s not just design; the influencer era also challenges how we think. We can now embrace collaboration, listen to communities, and merge intuition with innovation. Rather than resisting the wave, designers and brands might do better to ride it.
