The stylish nomadic renter: Millennials and Gen-Z

Grillo Designs

Being born and raised in a globalised, hyper-connected world where borders do not seem to be a barrier, Millennials as well as Gen-Zers are assembling and disassembling their desired home interiors wherever they find themselves, regardless of whether they are the owner.

It’s not breaking news that for the majority of this cohort, home ownership looks like a distant dream. Instead, they are creating stylish and affordable interior spaces in rented properties. This is pushing them to be more creative and to demand that brands offer them smarter solutions: customisation and a DIY approach are key for renters. As such they are betting on decor solutions that can be removed without damage when the time comes to move on.

With their origins in the fashion field (with companies such as Rent the Runway making catwalk styles accessible), rental services are making a huge impact in other areas, including homewares. Rent the Runway itself has an ongoing collaboration with West Elm, and brand co-founder and CEO Jenn Hyman notes, “Clothing is often a vehicle to help people feel confident and expressive. Our new partnership with West Elm will unlock this same feeling through home décor.”

There’s no doubt that social media has been a huge part of the growth of interest in the home, as it becomes as much a symbol of an inhabitant’s identity and personality as apparel items have long had the power to project – the shelfie is the new addition to the selfie. To give you some inspiration to create products that speak to these stylish nomadic renters, here are three award-winning blogs you need to know about:



An award-winning interiors blog and online design service with an important focus on affordability. Athina and Amy, the designers behind Topology, started this blog with the mission to share insider tips, style secrets and blogger gossip, powered by the belief that great style doesn´t have to come at a high cost. Their blog offers different formats of interior consultancy including Interior Workshops, Online and Onsite Design. Their work has been noticed by the wider industry and as such they have collaborated with big brands including West Elm, H&M Home and IKEA.


Grillo Designs

Tired of putting up with less-than-desirable rented interiors, Medina, owner of Grillo Designs, decided to redecorate her rental home. She realised having a gorgeous place that celebrated her style didn’t need to be expensive, and was more than worth the effort, even for a shorter tenancy period. She went on to create a blog dedicated to home improvement through DIY designs, with how-to tutorials, decorating ideas, crafty hacks and creative ideas for all homes, including rented places.

Emma Jane Palin


Emma Jane Palin is a multi-award-winning blogger, creating content around creativity, design, interiors and culture with a colourful twist. Living in a rented space has ignited her passion for injecting her personal style into her home, and her blog Emmajanepalin helps those who are unsure of how to decorate in a rental property. Championing creativity across her blog, illustrators, designers, fashionistas and other bloggers all feature for inspiration.

To know more about these generations, their lifestyles and how they are influencing the state of interiors read up on WGSN Insight and Rental Renovations: DIY Style.

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