Inside a New Brand That Seamlessly Blends Fashion and Furniture

Founder of DwellStudio and famed interior designer Christiane Lemieux’s new venture is here—and it’s bound to turn the furniture industry upside down. The Inside, Lemieux’s brand that launched today, is a perfect mix of fashion, style, and innovation—and it’s all thanks to the seamless combination of fashion and interiors found in each piece.

“It’s Casper meets Zara, essentially,” Lemieux tells Domino. The premise is relatively simple: It’s a direct-to-consumer brand that features capsule collections by famed fashion designers, launched in collaboration with Peter Som and Clare V. The user picks a print and furniture style, and it’s made to order (by hand!) and shipped within six to nine business days.

“There’s a convenience and accessibility, but it’s also very customizable,” says Lemieux. “It’s the direct-to-consumer and fast shipping of Casper with the fast-fashion of Zara, and the price point is great for someone who takes risks. It’s the backdrop to your life!”

At launch, The Inside features 850 combinations of prints and furniture, and full mix and match options will be coming soon. The prints are a combination of wild and subdued, from Clare V’s monogram styles and cheeky eye graffiti, to Peter Som’s flowery, tasteful designs and eclectic patterns. The styles are super fresh and fun, and hint at a kind of playfulness that’s usually missing from decor. The prices are also great, with the items starting at approximately $200 for an ottoman—and according to Lemieux, that was the point.

“I wanted the prices to be accessible for a reason,” she affirms. “We’re selling quality that we’re proud of, but it’s not an investment. Everybody is moving in a year and, personally, when I move, I want to redecorate. This will encourage people who may not be into prints and patterns to experiment a bit and have some fun with their design.”

Even more innovative? The way the creations have been manufactured. By using 3D modeling and digital printing, The Inside makes full use of an online-exclusive manufacturing process, and options include custom couches, beds, ottomans, bar stools, pillows, statement chairs, and even a line of children’s furniture. “We can change things digitally and see how a consumer reacts—that’s huge, and we don’t think it has ever been done before,” says Lemieux, whose original idea got an impressive $1.5 million in seed funding alone.

With these fashionable options, Lemieux wants to ascertain her price-conscious shopper won’t need a designer in order to create a space he or she loves. “My favorite spaces are those people design themselves,” she says. “They’re not constrained by rules, and there’s an effortless to it. I want to bring that to the home.”

And if you’re still struggling with adding the fun prints and pops of color The Inside strongly champions, Lemieux has some advice: “If you’re not into huge prints, just add one accent piece. If you want to go bolder, try to mix geometrics and patterns, and start to mix size and scale as well. And know one thing: There are no mistakes. As long as you’re happy and you think it looks great in your space, I strongly believe you can’t make a mistake.”

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