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Best furniture and interior design Instagram accounts to follow: Noden, Island Living, Grain, Egg Collective

Best furniture and interior design Instagram accounts to follow: Noden, Island Living, Grain, Egg Collective

Homebodies, anyone?

Text: Janice Sim


Here's the triptych on my Instagram feed that sparks joy: Memes, more memes, and phenomenally-shot furniture. You know, the ilk that has light hitting all the right places on that oak wood or framed just as obsessively like in a Wes Andie picture.

It's hard to recall when this engrossment began or which was the first furniture account I followed, but it might have had something to do with the time in iso. The time when we were all inclined to embrace our inner homebodies, hence dreaming up the perfect place if we had to stay indoors for long.

The fantasy is still running strong on its own, if not more pronounced. Deep down, the illustrious grid is ultimately a bait — this much I know is true — in my own humble experience working in editorial, is that a picture can make or break a good/bad product. The most mediocre of chairs can shine with the right amount of styling, framing, lighting, and of course the right person behind the lens. Still, I'm hooked. Not to the extent of shelling out $1000 for a piece of furniture that I have no place for, but a momentous idea if I could redesign any bare space in the future.

That being said, the obsession with furniture on Instagram isn't purely shallow (unfortunately low-res ones would never make the cut), but I've learnt to also take its origins, manufacturing, and quality into consideration. When shopping or window-shopping online, credibility takes precedence. Especially when you're losing the sense of touch (and smell whenever applicable), which means any great, extended spiel on the brand's M.O. or products would be an advantage.

Noden happens to be one of them. The vintage Scandi smokeshow in Singapore prides itself on alluringly-used furniture that happens to be snapped up just as soon a post goes up. It's a tease, for sure. But then again we all love a good home brand that's archaic. Caption: "A pair of vintage Hans Wegner side tables in oak for Getama. In good condition with visible age related wear and tear marks." Enunciate that with the right pauses and this is what people call a thirst trap.

Of course, accounts that go hand in hand with a physical address are preferred. Just so you know you're not leering at a product that might or might not be true to its photograph. Another perennial favourite, Island Living SG, that embraces the resort life (minus the tacky tie-dye tanks), is clever in its approach to making rattan look expensive. All the right strategies are activated here: The occasional hands in frame, a consistent splay of white in the background, and foliage whenever neccessary.

They are the makings of the perfect grid. Calculated and precise. But if that perfection nauseates you, mix it up with an account that's fluid and thoughtful. One that cares about Mother Nature.

Grain, which hails from United States, keeps us shoppers grounded. In its bio, it pledges that it's "dedicated to social and environmental responsibility". Some of the posts aren't even furniture related, but rather often a tree-hugger reminder of why we need to protect the world we live in. They don't intend on selling you a product all the time, but instead, they're an account that feels more human than e-commerce. In no time, you'll feel like you're buying furniture made by a friend.

From the way I see it, shopping on Instagram is more complex than you know. There are silent rule-of-thumbs, frequency of posts, the appropriate caption, and last but not least, what is shot in the frame. I'm just happy I'm a giddy consumer at the end of the day.

Here are more interior design accounts to follow.

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