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The Social Directory: 12 Interior Authorities on Instagram

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It goes without saying that, when on the hunt for interior inspiration and insight, the more visual, the better—so it’s of no surprise that interior obsessives across the globe, amateur and expert alike, have built Instagram accounts dedicated solely to sharing their style, inspiration and knowledge with fellow enthusiasts. 


Not only is it the perfect way to see what’s trending, discover new aesthetics, and gauge changing tastes, but also a unique opportunity to access the knowledge of industry greats, getting a peek into their creative minds and processes from the palm of your hand. 

In this issue of The Social Directory, we share 12 best of the best when it comes to authoritative interior influencers...


1. Kate Watson Smythe@mad_about_the_house | London

Having written about property, interiors and design for more than 20 years, journalist-turned-author, blogger and podcaster, Kate Watson Smythe, has established herself as a master of classic design with a splash of ‘wow’ in every space. Recently making a move into the retail space, her edited online shopping platform, Design Storey,  is revolutionising the influencer-led e-commerce experience.



2. Sophie Robinson | @sophierobinsoninteriors | UK

Whilst Kate may favour paired back designs, her podcast partner, Sophie Robinson, is the leader of the #banthebeige brigade. A much-celebrated interior designer, colour expert and broadcaster, Sophie is the authority when it comes to colour, pattern, and maximalist design. 


3. Athena Calderone | @eyeswoon | New York

Epitomising the minimalist, neutral aesthetic, author and interior designer, Athena Calderone’s, book can be found styled on coffee tables and bookshelves across the world; creating the aspirational roadmap for beautiful design. What’s more, as an enthusiastic entertainer, as well as a cook, she pairs visual beauty with spaces and pieces that are made for entertaining and creating memories. 



4. Michelle Ogundehin | @michelleogundehin | London 

As the resident judge on Interior Design Masters, Michelle Ogundehin is well on her way to becoming a household name, though her expertise reaches far beyond this rescind role. Having been at the helm of Elle Decoration UK, she is considered an authority in colour, interiors, trends, wellbeing and style. 


5. Mikel Welch | @mikelwelch | Michigan

Having designed spaces for the likes of Michelle Obama and Oprah, it’s of little surprise that Mikel Welch’s talent and style have been lauded by the press and interior fans alikeso much so, in 2020 he was named as one of House Beautiful’s NEXT WAVE designers. 


6. Hanne Gathe | @dactylion_design | Oslo

Having worked on interior projects everywhere from Miami to Bodrum, Saudi Arabia to London, Hanne is a globally recognised expert in bringing undertones of Scandinavian design to unexpected designsusing colour mindfully and blending modern pieces with antiques.


7. Sarah Sherman Samuel | @sarahshermansamuel | LA 

A multidisciplinary designer, Sarah’s holistic knowledge of interiors, textiles, products and decorative arts and experience in bringing all to life makes her a master of pattern, colour, shape and style. A must-follow for simple spaces with artistic twists. 



8. Ali Howard | @indoorstories | London 

An interiors Writer and Editor who uses her Instagram to hone in on exactly what it is that makes a piece (and brand) special within various interior and homeware categories, Ali Howard’s content is an amazing reminder to everyone to keep the end owner front and centre when it comes to product design and display. 


9. Justina Blakeney | @justinablakeney | LA

With a firm belief that good design increases the quality of life, Justina Blakeney has built a career on bringing joy to homes worldwide through exploration of colour, pattern, craftsmanship and fun.


10. Linda Boronkay | @lindaboronkay | London

If anyone knows good style, it’s former Design Director of Soho House turned multidisciplinary designer, Linda Boronkay. Now a columnist and broadcaster, Linda is driven by a passion to create immersive experiences and spaces that tell unique stories with cinematic moments.


11. Pip McCormac | @pipmccormac | UK

Editor of Living Etc and host of the Home Truths podcast, Pip McCormac, is not just a design expert, but also a world-class storyteller and conversationalist. With a knack for getting to the inspiration behind the design or brand, he’s not to be missed if you’re trying to curate the perfect interior design-focused feed. 


12. Bryony Sheridan | @bryonyrae | London

Who knows homeware and interiors better than someone who curates it for one of the UK’s most prestigious stores. Liberty’s Home Buying Manager, Bryony Sheridan, has a feed that tells a story of whimsy, beauty and top-notch design discovery.



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Written by Jordan Evans
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Written by Jordan Evans