Interior design has emerged as a way of life and a reflection of oneself on social media. Transforming your space now goes far beyond simply arranging furniture: it's about finding inspiration, sharing, and daring to try out unique color and material combinations. Certain voices, now essential, guide trends each season and offer enthusiasts and novices alike accessible, creative, and often revolutionary ideas.
Whether they're stylists, interior designers, or handmade artisans, these design influencers capture the spirit of the times, inspire the desire to get started, and continually offer innovative solutions. Following their world means benefiting from sound advice and an expert eye to transform your home into a space that's unique, modern, and truly your own.
Overview of the essential decor influencers in 2025: styles, expertise and trends
The world of interior design is experiencing exponential growth thanks to the rise of social media and sharing platforms. In 2025, several content creators stand out for their originality, expertise, and ability to inspire a diverse audience, whether they're looking for ideas to revamp a room or completely transform a home. This overview highlights the profiles and specificities of interior design influencers whose approach is helping to shape the aesthetic and practical choices of an entire generation.
These influencers often include enthusiasts from diverse backgrounds: real estate advisors, stylists, self-taught DIY enthusiasts, journalists, and renowned designers. What do they have in common? A desire to share their creative approach, tips, and discoveries in terms of interior design, colors, and decorative and functional objects. The rules are changing: it's no longer just about showcasing luxurious, out-of-reach interiors, but about helping internet users take ownership of their space by making design accessible to all.
This phenomenon is explained by the growing influence of Instagram, YouTube, but also blogs and specialized platforms, as evidenced by the success of numerous multi-thematic influence campaignsThe emergence of figures such as Rachelstyliste, Emmanuelle Rivassoux and Sophie Ferjani has helped redefine the contours of their profession and broaden the range of possibilities. Enthusiasm, pedagogy and authenticity have become their trademarks, through varied content: DIY (Do It Yourself) tutorials, renovation guides, favorites shopping or sharing personal projects.
Their communities are excited about:
- Detailed and inspiring before/after renovations, illustrating amazing transformations.
- Practical advice for organizing, sorting, recycling or personalizing furniture and accessories.
- Economical tips for beautifying your interior without blowing your budget.
- Focus on ecology, minimalism and responsible decoration, major trends of the year.
- Friendly exchanges promoting mutual aid and collective creativity.
The dynamism of this sector is accompanied by a parallel growth of platforms that promote creators and encourage collaborations between brands and influencers. It is therefore becoming strategic for any player in the world of decoration to stay alert to these new talents and understand what makes their strengths. digital presence. For example, some recent analyses show the considerable impact of collaborations with these profiles for specialized brands, while highlighting the importance of a consistent choice of influencer to preserve the authenticity of campaigns.
A summary table of the most prominent decor influencers on the French and international scene in 2025 highlights their diversity of styles, preferred platforms and themes covered:
| Name/Account | Speciality | Main platform | Content type | Estimated audience |
|---|---|---|---|---|
| Rachelstylist | Fashion & Decor, Renovation | Instagram/YouTube | Tutorials, construction site monitoring, lifestyle | 75k |
| Emmanuelle Rivassoux | Interior design | Instagram/Etsy | Creations, handmade accessories | 200k |
| Sophie Ferjani | Decoration, TV Animation | Instagram/Blog | Creations, advice, daily inspirations | 180k |
| July 11th | Real estate advice, DIY | Instagram/Blog | Personal creations, drawings, feature articles | 60k |
| Dawn | DIY, Minimalism | Ideas, tips, warm creations | 53k | |
| I Do It Myself (Céline) | DIY, Garden, Decoration | Instagram/Blog | Tutorials, tips, practical books | 110k |
| Isnata Sun | DIY, Fashion, Lifestyle | Instagram/YouTube/Blog | Tips, videos, sewing | 90k |
| Hello Blogzine | Decorative journalism, Creation | Instagram/Blog | Projects, DIY, trends, community sharing | 120k |
| Loisel-industry | Recycling, Upcycling, Respectful Advice | Recycled tutorials, ideas using wood and natural materials | 68k | |
| Joanna Gaines | Global Design, Books, Shop | Renovation, family projects, publications | 12.7M |
This overview also highlights the importance of social networks as an amplifier of trends, the promotion of craftsmanship, creative recycling, and the evolution towards multi-channel content (videos, podcasts, live broadcasts).
Through this selection, it's clear that the sector is banking on the versatility and complementarity of its media, while also valuing proximity and interaction with the community. The evolution of profiles, particularly those who started out in other areas (fashion, lifestyle, gardening) before devoting themselves to decoration, demonstrates the growing permeability of digital worlds. This transversality is also reflected in the approach of brands, which now choose their ambassadors based on criteria of commitment and authenticity rather than just their audience.
The dynamic of permanent interaction with subscribers, transparency on projects and partnerships, as well as the creativity of the content offered, make these influencers major players in the decoration sector in 2025. This transversal expertise inspires other fields, as shown by the synergies between decoration and neighboring themes such as beauty, cooking or even automobiles (discover the bridges between the worlds of decoration and automobiles).
Focus on the decor influencers behind trends: inspiration, DIY and transformations
Decor influencers serve much more than just recommending objects; they embody methods, share real-life experiences, and facilitate the adoption of new creative reflexes. By offering spectacular transformations, meticulous project monitoring, and the dissemination of step-by-step tutorials, they are contributing to the democratization of decorating. Some have become benchmarks for their ingenious DIY projects, their ability to integrate eco-friendly ideas into their projects, or their attention to detail in the design of compact spaces.
Each creator develops a coherent, identifiable universe that conveys new values for their subscribers. Take Rachelstyliste, for example: her reputation is built on regularly sharing the stages of her own home renovation, with her successes as well as her hesitations. This authenticity is appealing because it makes each step concrete, reproducible, and accessible. “Before/after” or “room tour” videos thus become high-value content, particularly popular on YouTube or Instagram. In this approach, it is not uncommon for the community to participate in decision-making: surveys on the choice of a paint color, exchanges of tips on the arrangement of accessories, or the selection of materials.
Do-It-Yourself influencers are also setting the trend. This is the case for Céline, aka “I Do It Myself,” who is popularizing the art of making your own decorative objects, often from recycled or salvaged materials. In addition to her Instagram presence, she regularly posts articles on her blog and offers practical books to her community. Efficiency His tutorials prove that a personalized, eco-friendly, and trendy interior isn't just for experts or those with unlimited budgets. This approach fits perfectly with the general trend of "slow deco" and sustainable design.
Many influencers also embrace a collaborative approach, making decor a field of collective experimentation. Whether it's Hello Blogzine, which shares its community's projects, or Loisel-industry, an advocate for the "second life" of objects and furniture, highlighting collective ingenuity fosters the emergence of hybrid styles and unexpected ideas. This encourages followers to gain confidence in their choices, invest in small tools or materials, and embark on projects within their reach.
Among the practices and trends initiated or accelerated by these influencers, we note:
- The craze for graphic wall painting, allowing you to transform a room with personalized designs.
- The rise of online workshops, where each subscriber can share their creations and receive live feedback.
- The rise of tailor-made organizational solutions, particularly in urban housing.
- The promotion of natural and authentic materials, in particular wood, stone or plant fibers.
- The use of natural light and soft colors to create calming and luminous interiors.
The diversity of expertise is also embodied in the careers of renowned professionals: Emmanuelle Rivassoux, who has collaborated on popular programs, or Laura Gonzalez, an international architect, demonstrate the growing influence of the digital sphere on the reputation of interior design professionals. Furthermore, specialized platforms, such as ValueYourNetwork, today facilitate the identification and connection of talents, simplifying campaigns for brands wishing to partner with creative profiles.
Influencer campaigns in interior design thus include:
- “Room transformation” type videos, illustrating the impact of simple tips, such as repurposing Ikea furniture or customizing textiles.
- Creative contests, where subscribers reproduce a layout seen at their favorite influencer's home.
- Cross-interviews between professionals and self-taught people to fuel reflection on the evolution of urban and rural interiors.
- Cross-cutting content, linking art, lifestyle, fashion or cuisine, as demonstrated by versatile accounts (see the role of lifestyle influencers).
- Collaborations with furniture, lighting or accessories brands, tested in real situations.
Drawing inspiration from these leading figures, everyone can now find unique ideas to optimize their space, respect their environmental values, or simply breathe new life into their daily lives. Sharing experience, educating, and encouraging experimentation form the backbone of the industry, confirming that interior design has never been more accessible and inclusive.
| Influencer | Flagship project | Key skill | Complementary platform |
|---|---|---|---|
| Rachelstylist | Renovation of family home | Styling, step by step explanation | YouTube |
| I Do It Myself | Eco-friendly DIY, tutorial books | Creativity, pedagogy | Blog |
| Loisel-industry | Upcycling old objects | Mastery of recovery and sharing techniques | Instagram Reels |
| Hello Blogzine | Community projects | Networking, collective inspiration | Blog/Magazine |
| Emmanuelle Rivassoux | TV/network collaborations | Space design, expert advice | Etsy |
Behind each account, the challenge is to constantly renew its content, to involve the community and to support societal developments (dematerialization of work, environmental concerns, need for cocooning).
Throughout these inspirations, we observe a fusion of themes, validating the principle that "decoration" is no longer limited to the simple visual organization of space, but now encompasses well-being, energy efficiency, visual identity, and conviviality. The next theme analyzes how these influencers are reinventing interaction with their communities and collaborating with brands, while remaining guarantors of a certain ethic of sharing.
Collaborations, campaigns and the evolution of the sector: interior design influencers and influence strategies in 2025
The interior design market continues to attract influencer professionals, especially since collaborations between designers and brands have proven their effectiveness in driving visibility and audience engagement. In 2025, the sophistication of influencer campaigns, the importance of transparency, and the continuous adaptation of strategies have become the pillars of successful collaborations. This section highlights monetization methods, pitfalls to avoid, and how these interior design influencers maintain their uniqueness while partnering with key brands in the sector.
One of the major success factors lies in the personalization and authenticity of content: the most followed decor influencers don't just present products, they integrate them into real usage scenarios. It's this immersion that guarantees high engagement and community loyalty, far superior to more traditional partnerships. For example, when a furniture brand works with an influencer, the latter offers a staging adapted to their interior and shares detailed feedback, often accompanied by advice or personalized variations.
Recent campaigns, such as those conducted with Made.com or as part of special events like Valentine's Day, illustrate this strategic shift. The content is designed to last beyond the simple "story" and places the subscriber experience at the center of the system. The growing use of multi-channel platforms (Instagram, YouTube, TikTok, specialized blogs) favors the rapid and targeted dissemination of trends, while preserving the human dimension, fundamental to inspiring trust.
Managing a collaboration is structured around:
- The definition of a coherent brief, adapted to the identity of the influencer and that of the brand.
- The integration of captivating storytelling for each campaign, promoting community ownership.
- Detailed analysis of the results, by following KPIs such as: engagement rate, effective reach, conversions – detailed criteria on the dangers of fake influencers.
- Continuous innovation in content formats, to avoid boredom and renew interest.
- Transparency about the nature of the collaboration and remuneration, thus strengthening the trust of subscribers.
With the rise of digital, it has become essential for advertisers to choose their collaborators based on a rigorous analysis: the relevance of the audience, the alignment of values, and the coherence of the projects. Many specialized agencies support brands in this selection, while providing powerful evaluation tools (see influencer selection methods in other industries).
The budgets allocated to promoting these collaborations reflect the growing professionalism of the sector. Decor influencers today claim expert status, justifying rates equivalent to those in other high-value sectors (beauty, lifestyle, automotive). The following table summarizes the main collaboration methods between decor influencers and brands:
| Type of collaboration | Format | Brand profit | Influencer benefit |
|---|---|---|---|
| Scripted product placement | Stories, posts, immersive videos | Concrete visibility, authentic approval | Compensation, inspiring content |
| Creative Lives/Community Challenges | Live workshops, subscriber competitions | Strong engagement, virality | Direct interaction, increased expertise |
| Exclusive Capsules/Shared Shops | Limited collections, private sales | Brand image enhancement | Co-creation, increased visibility |
| Expert blogging/Cross-functionality | Articles, cross-interviews | Fame, referencing natural | Network, diversification |
The transformation of social media also requires increased vigilance in the face of the proliferation of fake profiles, which can undermine the effectiveness of these campaigns. A preliminary audit is essential: this involves assessing not only the reality of the audience, but also the quality of community engagement and the credibility of the message (more information on the hunt for fake influencers).
If there's one sector where emotion reigns supreme, it's interior design. The best influencers don't just promote a style; they enthusiastically share values, a taste for experimentation, and a desire to share their knowledge. These qualities, combined with proven expertise, allow them to occupy a central place in the homes of tomorrow and inspire new talent.
- The evolution towards a more responsible collaboration, integrating environmental and societal impact.
- Opening up to related worlds: global design, cuisine, beauty (see the explosion of the beauty and decor worlds).
- Continued adaptability to anticipate market changes and community expectations in 2025.
Through this network of inspiring players and seasoned professionals, interior design is establishing itself as a lever for differentiation for brands and a new creative territory accessible to all. The French art of living, in all its forms, is being renewed, propelled by this new generation of influencers who are shaping the aesthetics of tomorrow.
FAQ – Decor Influencers in 2025
- What criteria should you use to choose a decor influencer?
Authenticity, consistency between the influencer's profile and the brand, the quality of engagement on social networks, as well as the diversity and creativity of the content published. - Which platforms favor decor influencers?
Mainly Instagram, YouTube and specialist blogs, without neglecting short formats on TikTok or newsletters for personalized follow-up. - How does a decor influencer monetize their community?
Through paid partnerships, the creation of sponsored content, the sale of guides or personalized design objects, as well as event collaborations. - Are there any risks in choosing an influencer without checking their audience?
Yes, using fake profiles or poorly engaged communities can harm brand credibility and limit a campaign's reach. It's recommended to rely on trusted platforms. - Can we easily collaborate with several influencers of different styles?
Absolutely, many brands orchestrate multi-influencer campaigns to reach various segments, provided that the overall message and positioning are consistent.