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    Fast Interiors – is there a place for ‘celebrity’ homeware lines in a post-Covid world?

    Fast Interiors - is there a place for 'celebrity' homeware lines in a post-Covid world?

    I don’t know about you, but I’ve emerged in 2021 an almost entirely different person to the one I was this time last year.

    The last 12 months or so has seen us all, to some degree, scrutinize our health, wellbeing, work and our homes.

    We want to live better, and we so desperately want to feel better. And when you’re locked down, what comes into focus more than ever are those four walls we surround ourselves with and everything that’s in them.



    Yes. We’ve slowed down, we’ve taken a step off of the merry-go-round and realised the quality of the picture around us is so much higher when it is less of a blur. We’ve realised that buying less is ok. That veg grown in our garden or on our window ledge is not only really satisfying but we don’t have to bin any plastic when we eat it.

    We’ve realised that those who were once the saviours of our wardrobes and our bank accounts – the likes of IntheStyleH&M and Boohoo are doing more harm than wearing the dress we already have, for the second night in a row would do.

    From bedding to kitchenware – you can now dress your home with items from Rita Ora’s homeware collection. Who knew?

    We’ve realised that when you scratch below the surface, you might find your favourite ‘British’ brand manufactures all its products in China, that the runoff from the fabric dye on your clothes is actually toxic and there’s a sh*t tonne of plastic in everything that you own that will be on this planet forever.

    That’s right. The tides are turning and to steal the words from a tweet I couldn’t have related to more ‘it’s now taking me 5 hours just to choose a potato peeler – I just don’t know who to trust anymore!’



    Fast Fashion is a term we’re pretty familiar with, whether you watched Stacey Dooley’s documentary or not. But Fast Interiors? Not so much. And it’s growing.

    Now, I love shopping for items to dress my home. I could do it all day. Give me a budget and a brief and I’m away. Often, I don’t even need that, just something that catches my eye in a well-styled picture and I’ll find myself Googling ‘blue glass twisted ornament’ – something up until 30 seconds before, I never even knew I wanted.

    Digital algorithms are doing a magnificent job at promoting consumerism with every scroll.


    And that’s the problem. Time out from ‘normal life’ has meant not only more time in our homes but more time on our phones and we all know there are few better recipes than that to trigger an impulse buy.

    Cue a sudden and rapid increase in Celebrity homeware lines.

    Along with fashion lines, homeware seems to be getting laser focus from the agents of celebrities as the next thing to ‘do.’ The qualifications you need? A name people know and a somewhat vague ‘passion for interiors.’

    New homeware designers on the scene include Emma Willis – for Dunelm, Michelle Keegan for Very and Sam Faiers for I don’t know who. Yes, from bedding to kitchenware, to kitsch little trinkets to adorn your sideboard, you can now dress your home with items from Rita Ora’s homeware collection. Who knew?

    These ‘names’ are exactly that – names. No, they are not a designer and I bet if you dug a little deeper, you’d find that their own homes have been beautifully finished, thanks to a professional interior designer.



    We have spent more time in our homes than ever before and probably critiqued the way it functions, the colour on the walls and the décor we have chosen. The turbulent last 12 months have therefore resulted in us having some sort of awakening.

    Until now we’ve been papering over cracks with things that make us feel good for a singular moment when at heart, we are emotional beings, seeking long term love, safety and contentment.

    This is why I feel it is more important than ever to opt for quality over quantity. Our homes are our sanctuary. They are our safe place from which to roam and our retreat when we need a moment to ourselves.

    When curating our homes, every item within it should serve those primary needs. They should ensure we feel secure, make us smile and be filled with things that feed our soul, that remind us of those we love and be tokens of memories we treasure.

    My point is, we don’t need any more ‘lines’ from [insert celebrity name here] that are no more their design or taste than the paycheque they have received for it. It is this flash in the pan approach, that feeds the ‘must-have now’ culture we’ve become intoxicated by.

    They are things for which after a few months we know our love for will wane, whose colour will have faded after a few washes and the store will have relegated to the 50% off or less rack.




    I believe we are at a point in time where we need to buy into our skilled trades. To take the time to do a little investigation. To look to those who design with care and create with skills passed down through generations. To identify the people trying to do it better.

    We need to enjoy that process of researching before buying. One of shopping less and loving longer.

    In a post-Covid world, shopping local, independent, small or from the maker has not only become more of a consideration, but we have realised how good it feels.

    One day soon, when we can sit around a table with friends again – wouldn’t it be nice when they complement your dining table, to be able to talk about how it was made and the hands that built it? For the object designed to host you as you share stories over dinner to actually be a story in itself?

    Next time you’re looking to fill a gap in your home, look instead to the item that will fill your soul first.

    Choose something worth repairing.

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