Ellie Howard is a writer and researcher. A graduate of the University of Manchester and University College London, she writes about material and visual culture. She works for LA-based publisher Atelier Éditions, while contributing to the BBC, 

People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

Reality Split

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

, an arts and lifestyle community platform that showcases female-led small businesses, artists, and artisans.

United States

Home and Relationships

Home and garden

Eating and Drinking

Elle

L’Officiel

Yahoo! News

Dezeen

Euromonitor

Vogue

Zone Moda Journal

Interview with Mell Fila-Grund conducted by the author

GWI_x_Pinterest

UCI Department of Informatics

Fast Company

Wunderman Thompson Intelligence

Wallpaper*

Azure

Modern Retail

The New Antiquarians

The Drum

Gohar World has acquired a following for its homewares that merge everyday utility with surreal art. Its unique pieces are sculpted, woven, and painted to deliver whimsy and humor, conceived by the brand as ‘future heirlooms’. But why are people looking to bring absurdism into their homes?