What's Actually Trending in the World of Design: We Asked An Expert

AOW Interviews Product Designer + Consultant Haley Seidel

This week, I am delighted to start ‘24 by talking trends with Haley Seidel, a home furnishings designer and specialist in trend forecasting and product strategy. I have known Haley for many years now, and I first met them when she had just started working with The Citizenry, one of the top artisan home decor brands in the market today. Last year, Haley moved to upstate NY to freelance as a product consultant and designer. Haley has deep insight into the artisan field and a wealth of information regarding design trends, not to mention being a talented freelance product designer, particularly for artisan home decor.

During this interview, we dive into her thoughts about trends, what she expects to see more of in ‘24, what’s here to stay, and what she hopes to see less of. Also, we dive into travel destinations, business insights, her design process, sources of inspiration, and much more. Enjoy!

Please tell our readers a bit about your background.

I began my career as a fashion designer in New York City. While visiting factories in China and seeing the pollution and working conditions there, I decided to look for a new role that would have a more positive impact on people and the environment. In 2015, I started working for The Citizenry as a freelance designer for some of their first collections. In 2016, I was hired full-time as Design Director and then Vice President of Concept, Design, and Product Development.

Since this summer, I have been consulting for retailers and artisan brands on product design and strategy, which encompasses trend forecasting, market analysis, merchandising, design direction, and more. I also help brands develop ethical design and sourcing practices, advising them on how to approach product development, work with fair trade artisans, and utilize sustainable materials.

What do you think about trends?

When working with handmade, artisanal products, I like to take a different approach to trend forecasting—one that focuses on being innovative and creating styles with timeless, enduring appeal, rather than simply following trend cycles. I take into account the artisan’s capabilities along with thinking deeply about the needs of the end customer.

The first thing I like to think about is where the customer will be in their life and their home based on larger macro consumer and lifestyle trends and consider the life stage they are in. If a client’s customers tend to be over 50, they would be impacted by different trends than someone in their 20-30s.

From there, I like to look at trends in fashion, art, and films to consider the things the customer may be seeing on a regular basis or may be interested in outside of interior design. For example, red is popular in fashion right now, and I am already seeing this trickle into home accents.

At this point, I also tie in the product strategy element, thinking about the current competitive market and white space opportunities for the client and how those relate to consumer trends. I then love to look at hotels and travel destinations, as I believe the design is more forward, and they are able to take more risks. I also look at interior design from around the globe, pulling together things that catch my eye and are relevant to the client. From there, I extract key themes from all these images.

While I think it is smart to be informed about the competitive market, I don’t like to look for inspiration within other products because you can end up creating something similar without even realizing it if you are spending too much time looking at what’s out there right now when you need to be creating something the customer will want in 1-2 years.

What are the travel trends or up-and-coming destinations that you are seeing?

Europe is still extremely popular but I think lesser-known countries like Albania will be trending this year and beyond.

With travel becoming easier to Asia again, I also think you will see a lot of travel to off-the-beaten-path destinations in Japan.

Where do you like to look for inspiration?

Personally, I love visiting museums and galleries both in person and online to draw inspiration for color and texture through art and sculpture and to see historical textiles, furniture, and decor. 

I also love looking at old interior design books at the library. I always find something different and inspiring.

What publications do you enjoy for trend inspiration?

Sight Unseen, Yellowtrace, Architectural Digest, Est Living, and Collagerie (clothing and home),

Which top trends do you believe are now outdated?

I’m happy to say goodbye all grey interiors, especially grey walls and floors. If you are partial to grey, I would recommend using warm grey tones that pair well with natural earth tones.

White boucle. It can be a beautiful material in a yarn like alpaca, but it’s been “duped” too many times. Use natural colors instead of pure white and create new tactile textures to refresh white boucle.

Things that are too precious – I’m over things that you can’t live with and in.

What are a few trends that are here to stay?

Soft edges and subtle curves – the evolution of the curved sofa and scalloped edges is a subtle curve that creates a soft and inviting silhouette

The Nancy Meyers’s home. I love this lived-in, layered look that feels timeless. I believe this resonates with many people because it is familiar and nostalgic. You can truly make it your own with an eclectic mix of styles and eras, including handmade and vintage pieces.

Anything that relates to wellness – the world is so chaotic, so creating a comforting, calming space will always be on trend.

What are some trends that you expect to see more of in the year(s) to come?

Right now the trends are all about color, patterns and layers, but there’s always a countertrend, so I expect to see a resurgence of minimalism but done with artful touches in the coming years.

I think we will see more statement wall art - sculptural ceramics and tapestries that fill an entire wall. In decorative accessories, there will be more glass and silver.

I also think there will be more inspiration drawn from art deco design elements, not necessarily in an entire room but incorporated as a statement in a layered, lived-in space.

What tips can you share for those looking to develop new collections?

I think this depends a lot on your product, your customer, where you are selling, and the capabilities of the producers or artisans. If you are just starting out or creating a new product or working in a new technique, I always recommend starting small to ensure you get the products and the quality right, then grow the collection from there. I have found success in launching a capsule of two to four styles when working with a new artisan partner or in a new technique.

If you are already established, when determining how many collections to create in a year, you should think about what makes sense for your brand, the retailers or customers you are marketing to, and your capacity. If you are attending a market twice a year, it makes sense to add to the collection for those markets to create newness. For wholesalers, keep an open dialogue with your buyers about what works best for them and what their customer demographic and needs are. If you are selling directly to the consumer, it can be advantageous to do multiple small drops in a season to keep things fresh.

Creating a clear product strategy and merchandising plan for each year helps streamline the product development process. I like to start collection planning by working in two halves of the year.  Those halves can be split into different drops throughout the season.  Plan this strategy around what makes sense for your brand and knowing the capacity and capabilities of the artisans. I like to think about the products our customers will want and that will have longevity in their homes. It’s not about just creating more products but creating the right products.

What would you love to see more of within the artisan sector?

I’d like to see more come directly from artisan cooperatives rather than through a brand or a "middleman." With one of my clients, we are planning to create a training session to teach design skills, sketching, finding inspiration, etc. Not all, but many artisan groups are primarily creating designs that are given to them from a brand or designer outside of their cooperative, and I've found that many successful products are designed by artisans or created in close collaboration. It is important that if an artisan would like to learn design skills and create designs, they are given that opportunity. After all, they know the product and technique best, and it is important that these techniques and skills are kept alive, with or without a brand coming in from the outside to work with them. The Anou is one artisan cooperative that is doing beautifully not only with design but with all aspects of their business.

I’d also love to see more awareness around the supply chain and how the process of making something by hand is inherently more sustainable, but also why it is more expensive. Many consumers are interested in voting with their dollar to positively impact the environment, but at the same time, there’s a massive uptrend in getting things cheaper through knock-offs or “dupes.” I would love more robust marketing to tell these stories and explain the supply chain.

What marketing strategies have worked for you?

If I were starting a brand now, I would use TikTok. There is great engagement, but you must be authentic; you don’t need to be polished. I see so much appreciation for craft and art on the platform and video is a beautiful way to show handmade, artisanal processes.

Any final tips?

Start small to get the product right. Stay in tune with your customer base and their needs. Think ahead one or two years to anticipate where your customer will be and what they will want. Be authentic to your brand and create something special and unique.

For more info, visit: www.haleyseidel.com