The Rise of the ‘It-Girl Interior’: How Fashion Influencers Are Shaping Decor Trends
From Matilda Djerf to Emma Chamberlain, explore how fashion influencers' homes influence Gen Z design choices.
The line between fashion and home décor is vanishing, and It-Girl Interiors is taking over. Influencers known for their style are now shaping how we decorate, turning living rooms and bedrooms into curated expressions of their aesthetic. This shift matters because for Gen Z, style isn’t just what we wear; it’s how we live. And the homes of today’s trendsetters leave an imprint far beyond Instagram.
Minimalism is out. Cozy-core is in. Welcome to the age of the It‑Girl Interior.
This is where our favorite fashion influencers let us peek behind the curtain, inviting us into homes that embody their aesthetic. From Matilda Djerf’s serene Scandi softness to Emma Chamberlain’s eclectic California spirit, these interiors are as branded and deliberate as their wardrobes. And the result? A storm on TikTok, Pinterest, and Instagram, where followers try replicating the look and the life. For Gen Z, our space is part of our style story.
Where fashion meets furniture
Fashion influencers have become full lifestyle curators. Once, they were just outfit inspo; now, they’re mood boards in real life. Room tours on YouTube and Instagram show us everything from the imperfectly polished Scandi apartment to maximalist collector’s corners. Architectural Digest’s Open Door series has gone viral, fueled partly by influencer-led tours that blur celebrity and style boundaries.
Sources like AD, Vogue, and WGSN note that this crossover taps into social platforms where audiences engage with brand-like content long after sharing the clothes.
Matilda Djerf
Scandi Softness: Matilda Djerf’s Dreamy Aesthetic
Swedish influencer and Djerf Avenue founder Matilda Djerf is known for her “warm minimalism.” In her 1890s Stockholm home, she blends antique chandeliers, three original fireplaces, and sun-drenched walls with soft pastels and botanical touches.
She tells Vogue her goal was a space that felt “safe and calming,” layering in vintage finds and personal details like a guest bathroom inspired by her grandparents’ summer house. Her Scandi-cozy interior aligns with Gen Z’s love of Scandi Soft or Cozy Girl décor, combining function, simplicity, and heartfelt charm.
On TikTok and Pinterest, bedroom mood boards tagged “Matilda Djerf bedroom” or “Scandi living room” get thousands of saves. On Reddit, fans discuss recreating her look with thrifted rugs, bubble candles, simple ceramics, and pastel bedding, a true example of insider design influence.
Image courtesy of Isabel Bronts via Vogue
Emma Chamberlain
Eclectic Cool: Emma Chamberlain’s Maximalist Edge
Next up is Emma Chamberlain. Known for her bubble coffee fame and chill style, her LA home, shown in an AD video tour, is a study in curated imperfection.
She worked with designers to blend vintage treasures like an Ettore Sottsass mirror and a Milo Baughman chaise with organic, artisanal materials. Her cork and copper fireplace walls, retro-styled furnishings, and unexpected pieces (a TV repurposed as a cat bed) speak to her DIY, boundary-breaking sensibility.
Emma told Architectural Digest: “It wasn’t about following the rules … I scoured every deep hole on Pinterest … I want things that feel like art pieces.” That mix of boho cool, DIY grit, and modern color is exactly what Gen Z fans emulate on TikTok and Reddit. It’s intent without perfection, presence without polish.
Image courtesy of Christopher Struman via Architectural Digest
Why Gen Z Buys Into It‑Girl Interiors
Instagrammable authenticity matters more than aesthetic alone
Gen Z values authenticity, small imperfections, and spaces that feel lived in. Platforms like TikTok and Pinterest have become mood board hubs, where millions of users seek emotional connection rather than perfect style.
They shop vintage, upcycle, thrift, and live slowly but digitally. Even though AD warns about homogeneity in social media design, users still favor curated cohesion over curated chaos. An influencer’s home becomes a display of identity.
From Influence to Income
How décor brands monetize the dream
Influencers are increasingly monetizing their platforms. Matilda introduced home-accessory and bedding collections under Djerf Avenue Home, while Emma developed Chamberlain Coffee’s brand, featuring eclectic merchandise.
These interiors serve more than aesthetic purposes; they also indicate financial influence. Gen Z consumers prefer buying from influencers they follow over traditional retailers. Interior product launches, collaborations with furniture brands, and limited-edition releases drive content and commerce.
The Future of It‑Girl Interiors
Trends Ahead
Expect AI mood boards to enhance VR house tours seamlessly. Sustainable décor and secondhand sophistication will increase. Influencers may launch VR showrooms or curated design subscription services. The fashion and interior design industries are merging: anticipate mainstream influencers to adopt lifestyle-focused strategies.
Make It Yours
The rise of the It-Girl Interior shows that tomorrow’s style isn’t just worn; it’s lived. It isn’t about perfection or viral staging, but personal stories shared through digital spaces. When influencers like Matilda and Emma open their doors, they invite us into their style philosophy, turning inspiration into intention.
So, what is your It-Girl Interior? Maybe it’s vintage light, pastel blankets, thrifted candlesticks, handmade art, eclectic finds, or copper accents. What matters most is that it reflects you.