Some have called these ‘the new reason to quit the internet’, but at DECO we think that there is something quite interesting about #shelfies, and what they reveal about our culture.  What exactly is a #shelfie, you may ask? It is a photo of your stuff-your books, art, collections etcetera- artfully arranged on a shelf-like surface. The Wall Street Journal spotted the trend and assigned the name. This is what they say about it:

BEFORE SOCIAL MEDIA existed, people had far fewer chances to show off—and soliciting a little praise could leave you completely drained. If you wanted to flaunt your good taste and your enviable eye for design, for instance, you were required to decorate a two-story Colonial or at least throw a dinner party, folding napkins into fetching shapes and masterminding a sublime centerpiece. You had to vigorously vacuum, admit people into your home and clean up their hors d’oeuvre crumbs.

Now, you can garner 13,791 “likes,” just by setting a pristine teapot on a tray, adding some quince blossoms and uploading a photo to Instagram.

We asked the most stylish people we know to give us privileged access to their stylish lives: no other than Laureen Rossouw, Jeanne Botes and Heather Moore.

Jeanne Botes #Shelfie | Elle Decoration South Africa
Jeanne Botes #Shelfies from here home

The article goes on to explain that the trend for creating assemblages extends further than Instagram.

“Over the past few years, otherwise normal people have embraced the idea of styling their possessions into striking compositions—a persistent habit among the design cognoscenti since British interior decorator David Hicks coined the word “tablescape” in the 1960s. And we’re not talking about just any possessions. Thanks, in part, to the heritage movement and our collective obsession with the past and the authentic, anything legitimately old, scarred, patinated, obsolete, handcrafted or organic has held particular allure. In certain circles, animal skulls are more common than remote controls.” Source

Skinny laMinx #Shelfie | Elle Decoration South Africa
Heather Moore from Skinny laMinx’s #Shelfie
We asked Heather Moore, the designer behind textile brand, Skinny laMinx, to give us a glimpse into her stylish life with a #shelfie from her studio above her shop on Bree Street.  On the board, you can see some clues about the nature of her new fabric collection, to be launched on 18 June. Exciting stuff.
The books on her desk are mostly about design from the mid-century, or inspired by that era.  The first is by Swedish designer, Stig Lindberg, who is a design hero of Heather’s. In fact, she’s got a Stig-inspired tea towel coming out soon! Also there is Heath Ceramics (I’m loving my ceramics classes with Louise Gelderblom) and some other inspiring design ladies like Vera, Sonia Delaunay, Orla Kiely and (not a lady) Jonathan Adler.

Keep up-to-date with what’s going on in the Skinny laMinx studio and shop by following @skinnylaminx on Instagram, and on Twitter too.

Laureen Rossouw #Shelfie | Elle Decoration South Africa
Laureen Rossouw’s #shelfies from her home in St James

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“The New #Selfie: The #Shelfie> Find out what they reveal about our culture”

“Your thoughts on the rise of the #shelfie? Self-indulgent? Or a great way to show off your taste on social media? >”

Instagram ‘shelfies’ created by New York fashion designer Ulla Johnson, Brooklyn health-policy analyst Mike Cutler and Dutch social worker Elvera van Schaik From left: Ulla Johnson, Mike Cutler, Elvera van Schaik originally seen here

What are your thoughts? Do you think it is a self-indulgent and more of the same? Or a convenient and amusing way to show off your taste on social media…

We’d love to hear from you, and see your #shelfies! Share them with us on instagram, twitter or Facebook. Even better: include a copy of Elle Decoration South Africa in the shot!