The home report CORQ - Digital stories about living in S/S 2021
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CORQ. The home report Digital stories about living in S/S 2021
CORQ.
Living, still
dreaming…
The past 12 months have elevated the home above everything else.
It’s where we live, work and play. The spaces we call home have
changed - adults have drifted from cities back to their parents’
homes. Urban families have relocated for more square feet and a
natural environment. Rooms which were previously dedicated to
eating or relaxing are now also places of business and education.
Among all of this change, influencers have used their platforms to
inspire and share how they create this new evolved version of home.
And, it’s interesting who has been able to stir feelings of joy in what
a home could and should be since the start of the pandemic. Those
who have posted endless minimalist pictures of themselves waiting to
be released from lockdowns have artfully reflected the nation’s
malaise, but not captured its heart.
In fact, it is the influencers who have continued to live wonderfully
and creatively within new boundaries that have been able to engage
people with their stories, despite the world feeling stopped.
Those who have injected warmth, colour, comfort and magic into
their homes are thriving. Those who have documented enormous
shifts in how they will live post-pandemic are also magnificently
compelling. And those who are striving to create homes - in some
cases from scratch - have brought a richness to interiors and living
content which is impossible to ignore. Yes, the state of home has
changed but these stories have shown innovation and happiness are
still possible. It’s all completely in their followers’ hands.
@thedarlings_
CORQ.
Themes for the season
@sophiarcook @feldsparstudio @moveovermagnolia
MAGICAL MOMENTS: influencers creating a sense of JOYFUL SMALL SPACES: with homes being over run MAXIMALIST EMBELLISHMENT: remember pre-
occasion and wonder in the depths of lockdown have by children homeschooling and parents working, the pandemic Christmases on Instagram when the sign of
delighted their followers, especially as they share how desire to find small retreats has been evidenced in going aesthetically large was an awe-inspiring wreath?
easy their ideas are to copy. Sophia Cook’s balloon influencers sharing spaces they’ve carved out in which Well, 2020 proved this was the maximalist bare
bath was a jolt of energy in 2020, and Katie Wood’s they can be free. Artemis Russell is the queen of this, minimum as lavish “mantelscapes” became the
garden summer cinema nights - complete with drapes having documented travelling in her VW camper van obsession of interiors Instagram. The much cited
and fairy lights - were inspiring but attainable. with her children for a decade and pitching idyllic tents inspiration for this was the creations of Em, designer and
Meanwhile, Claire Stuart of This Little House hung on the beach and in fields for lunchtime naps. Then founder of Move Over Magnolia. And this has
luscious plants from her ceilings and made every corner there’s Cath and Jeremy Brown of design studio continued into 2021 with floral designers like Gemma
of her home hygge-appropriate, with gentle light, piles Feldspar who relocated from London to Dartmoor and Burniston of Little Botanica using plants and natural
of blankets and enormous cushions. Also see Danielle promptly built a treehouse. Particularly clever is creative materials to make heady scented garlands for every
from Sienna & I whose entire raison d’être is creating coach Sara Tasker, who hired a cosy camper van and occasion. Also always focused on the most maximalist
magical moments for her and her daughter to share. turned it into her home office. embellishments is Amanda Davies.
CORQ.
Shifts in stories about how we live
@sydneymayhome @stephanieyeboah @katherine_ormerod
HOME-OWNING IN YOUR TWENTIES: while CURATED CORNERS OF PEACE: influencers have RENTAL REDECORATION: the proud rental movement
the average age of a first-time home owner in the taken a much more granular approach to their homes was catapulted by interiors influencer and nurse Medina
UK is 34, their has been a flurry of influencers in since the first lockdown, showcasing single shelves and Grillo when she launched #howirent in 2018 to
their twenties buying properties since the start of bedside tables (60% of UK women have reportedly destigmatise not owning property. This continues to have a
the pandemic. As a result, they are documenting suffered from pandemic-related sleep issues since March ripple effect, with influencers documenting how they make
their decor process and launching dedicated 2020). There has also been a rise in bath table curation significant improvements to their homes without altering
interiors Instagram accounts. The interesting thing? - the few items influencers choose to help them relax in the structure. Pati Robinson has redecorated her home in
Their young followers are engaging with this in their the tub. Kerry Lockwood and Deepa Devlukia are Wales while Katherine Ormerod has taken her rental from
droves. Notable new young home owners include masters of showcasing each curated nook in their home, drab to amazingly chic, sharing highly-effective but
Sonny Turner, Sydney May Crouch, Elle Jarrett, with the latter creating especially calm spaces for her impermanent DIY hacks on the way. Also posting their
Char Ellesse,Joe Sugg and Dianne Busswell, and children. Meanwhile, Stephanie Yeboah has found rental improvements are Sophie Milner, Kristabel
Cinzia Baylis-Zullo. caring for plants has aided her mental health. Plummer, Jazmine Marie Rocks and Ride Suleri-Johnson
CORQ. Evolving influencer homes thanks to new arrivals Nothing sparks a shift in what home means and the impulse to decorate like a new arrival. However, the pandemic has meant many have put baby plans on hold. In fact, PwC reported 2021 could deliver the UK’s lowest birth rate (569,000 babies are expected to be born this year) since records began due to couples postponing growing their families and fertility treatments such as IVF not being possible for many during lockdowns. However, brands with nursery and children’s interiors to promote should not fear - influencer pregnancy and new baby announcements have been more frequent than ever. Those expecting this year include: Freddie Harrel, Beth Sandland, Laura Whitmore, Chessie King, Dr Zoe Williams, Rosie Spaughton, Echo Michaela Poutney, Jade Sutor, Radka Kovacova and Danielle Fogarty. Meanwhile, there have also been many new arrival announcements since the start of 2021. Those documenting early motherhood include Nush Cope, Liv Purvis, Megan Ellaby, Corrie Bromfield, Roxy Pope and Ben Pook from So Vegan, Natalia Homolova, Rosie Ramsey, Camille and Jean from The Backpacker Diariez, illustrator Emma Block and Gemma from Eating Up London. Lastly, while the birth rate is down, there has been astonishing growth in the number of people getting pets. Pet ownership in London alone has soared by 84% in the past year. Influencers reflecting this trend are Faye Ellaby and Annie Drea who both have new puppies, Anna Hart @thefrugality who has a rescue cat and Henrie Kwushue and Penelope Bielckus who respectively have new rescue kittens.
CORQ.
Stories about relocation
@theallotmentflorist @jadevanrielx @modernbarnlife
WORK & SPACE: a poll by PwC found more than 400,000 CULTURAL & LIFESTYLE IMPLICATIONS: a A VERY BIG HOUSE IN THE COUNTRY: for many
Londoners intend to exit the city in 2021 thanks to the pandemic question influencers’ followers always seem to pose influencers, relocation is the result of finding their dream
and how this has changed their feelings about the capital. This when they leave London is how they cope with the home with their dream partner and happily leaving the
has also been catalysed by the realisation that working change of culture and pace? This is something Jade city behind. Beauty influencer Em Ford moved to a barn
anywhere is possible. Influencers who have departed since Vanriel has addressed at length after leaving her conversion with her partner Jamal in winter 2020 and
March 2020 include Allotment Florist Helena Willcocks who home city to buy an apartment in Essex. She has has a dedicated Instagram to sharing her experience.
has moved to York, where she has a bigger plot of land and has surmised that while there are immediate issues - for Meanwhile, food and parenting influencer Sarah
already been featured in regional magazines. Artist Laurie example, it is harder for her to get products for afro Barnes has moved to Worcestershire with her husband
Maun has moved back to her home city of Manchester and hair - she accepts these due to lower house prices and their twins to restore a Grade II listed farmhouse.
Anneli Bush has relocated to Norway. Entrepreneur and and more space. Meanwhile, Frankie Dammone who Two lifestyle influencers who have seen enormous
YouTuber Jamie Genevieve is staying in Scotland but moving to moved from Hackney to York in 2020 shared her success in documenting their big moves to the
a bigger house, Jennie Birrell fled London for the Scottish family has quickly adjusted but she always makes countryside are Lydia Millen and Victoria Magrath
countryside in 2020 and Nancy Straughan left Stoke sure she has upcoming trips to London in her diary. whose relocations have sparked them taking a more
Newington for Newcastle in autumn 2019. sophisticated approach to their content too.
CORQ.
Stories about renovation
@hygge_for_home @renovating_cheznous @rona_renovation
GRAND REDESIGNS: Brits spent an enormous REAL TALK: with homeowners taking renovation into COUPLES' FIRST TIME RENO JOURNEYS: in the
£50billion on home renovation during 2020 after the start their own hands thanks to the many restrictions of past year couples documenting their renovations have
of the pandemic, proving that staying indoors hugely lockdowns, the process was bound to be a bumpy had an additional layer of challenge thanks to
inspired home improvement. Lockdowns have also sparked ride. And, there are a stream of young, confident, first- lockdowns. For example, Making The Manor - which
greater ambition on the reno front. Interiors influencer time renovators who are celebrating their victories and follows Dej and his partner finishing the renovation of
Katie Woods is gutting her second home (@thesmurfhouse) sharing their mishaps on social. There’s Lydia Dinga, their first home in south east London - showed their
in Devon and is set to move from her idyllic, much-admired who is not just posting her DIY work in granular detail followers how they created a makeshift office in an
family home in Leeds to take on a new property for but publishing how much everything costs too. Then unfinished property. Also interesting are Nads and Juls -
herself, her husband and their four kids. Renovation there’s Liv Madeline - a midwife who is somehow also AKA Rona Renovation - who share upcycling and
content is set to come thick and fast. Reena Simon is renovating an ex-council flat in London. Flooring has bargain hunting hacks. Then there’s Sophie Hannah and
continuing to document her mega reno project in Wales gone wrong but its really starting to come together. Robin Stanford who are turning an Essex town house
and Sarah-Jane Cousens is embarking on her biggest reno For more real talk also see Maria/ @shod.athome. into a maximalist’s dream.
yet (which is saying something).
CORQ.
Interiors & living influencer hotlist
Sophia Cook: from sharing Hannah Bullivant: an interior stylist
the walls her children have who recently moved out of her rented
drawn on to her weekly home with her two children to renovate
“Sunday best” series in which a static caravan in the countryside. She
she and her husband pose, and her husband Dave - who directs
dressed up in their home, George Ezra’s music videos - are
Sophia ’s content exudes documenting the process on their new
warmth. Her home is beautiful YouTube channel and saving to buy their
but real. A breath of fresh air first home in the process. Fascinating.
in the interiors community of
Instagram.
Katherine Ormerod: better Freya Bramble-Carter: a ceramics
known for her thinky take on artist who grew up watching her father
fashion, Ormerod spent the Chris - a renowned potter and teacher -
past six months sharing her throw pots before heading to Chelsea
redecoration of a rented College of Arts to find her own style.
home in the most remarkable Now she and Chris teach together and
series of Instagram Stories during lockdown she’s been sharing her
content. Don’t expect her to latest designs which are unique, small-
stop now. batch and inspired by nature.
J a d e Va n r i e l : t h i s Emma Hoareau: a skincare
YouTuber and entrepreneur influencer who bought her first flat
takes her followers into the in Hackney and has shared its reno
most astounding properties and decoration on Instagram and
a n d s h a r e s fi n a n c i a l YouTube. Think millennial pink
guidance on how they can meets Parisian style - a romantic
get on the ladder. Plush break from the endless whites and
interiors obsessive with a minimalism preferred by her peers.
game-changing approach.
CORQ.
Interiors & living influencer hotlist
Poppy Okotcha: a model, forager and
Dean & Borja: divine
home cook who left her canal house boat in
couple restoring an estate in
Warwickshire, sharing all London in winter 2020 to live in a little
Devon house. She is now sowing the
the details while maintaining
garden, growing food and renovating
a brilliant sense of humour
sustainably. Also interesting is the fact she
too. Dean is an architect, so
and her partner decided to buy an
they are not completely
affordable home because she didn’t want
clueless, but this is a big job
her lifestyle to be determined by a big
- and they won’t stop until
mortgage.
its’s perfect.
Laura/ No Feature Walls: Hermoine Chantal: millennial lifestyle
Laura’s Instagram and blog is YouTuber and blogger with a serious
entirely dedicated to skill for DIY and doing things on a
wallpaper. To exploring budget (example: she found a pink
patterns, wallpaper used well Smeg fridge in a charity shop).
and how this changes a Hermoine started renovating her
space. She demonstrates this Victorian home on the Isle of Wight two
to great effect in her own years ago and has shared every step
home, which is her first with her followers.
renovation.
Lydia Millen: a lifestyle Mo & The Jungle Shelf: this renovation
Yo u T u b e r w h o s e t r u e Instagrammer also runs @colourfiedhomes - a
passion is turning her community passionate about using colour in
forever home in the decor. His gentle commentary accompanying
countryside into a neutral the ongoing decor and reno of his West
paradise. The renovation of Midlands property makes his content inspiring
the property is ongoing and and easy to engage with. Want to work with
she has promised that her him? It’s worth noting his next projects are the
Spring interiors are going to utility room and guest bedroom.
be more plush than ever.
Thankyou for reading!
Any questions or need help?
Email: arabella@corq.studio, cc’ing info@corq.studioYou can also read
