Why I Stopped Following Trends and Focused on Timeless Design

Sometimes it feels like trends are the lifeblood of this industry. The posts on Instagram with the highest engagement rates often hit many different ‘trend’ marks, from ‘unexpected red’ to ‘chubby’ boucle furniture, and the leading magazines prioritise images that epitomise the design zeitgeist. The adamant churn of The Great Algorithm is tangible for interior designers today, but what about clients who want timelessness, uniqueness and authenticity in their homes?

In the fast-paced world of interior design where trends abound, some interior designers are resisting the prescription of certain styles, colours, fabrics or patterns. This week, Rosie Ridgway, founder and creative director of April Hamilton, Christian Bense, and Gail Taylor, co-founder of TH2 Designs, discuss why and how they have steered clear of trends in favour of timeless design.

Rosie Ridgway, Founder and Creative Director, April Hamilton

Ridgway’s commitment to timeless design began with a personal project early in her career - the restoration of an 18th-century Old Rectory that would go on to shape her whole understanding of timeless design. “The restoration revealed the importance of authenticity over fleeting trends,” she says. “Rather than following the ever-changing tides of fashion, I learned to craft spaces that honour both heritage and individuality. This turning point led me to focus on creating interiors that are deeply personal, balancing classic elegance with modern luxury. My approach is now rooted in longevity, ensuring each design remains relevant and beautiful for years to come.”

For Ridgway, creating homes that feel truly timeless is part of a practice, and one that involves intentionality and deliberation. “Practicing timeless design has refined my creative process,” she says, “shifting my focus from fleeting trends to enduring elegance, ensuring every element has purpose and meaning.”

One of her biggest challenges has been educating clients on the value of longevity over instant impact or ‘likeability,’ which, according to Ridgway, clients often seek in the first instance. This instinct makes it “essential to educate [clients] on the value of longevity over momentary appeal,” she says. “Sourcing exceptional materials and skilled artisans became paramount, ensuring designs aged gracefully rather than becoming outdated.”

This philosophy has shaped April Hamilton into an exclusive boutique practice. “By prioritising bespoke service over scale, we’ve maintained a high level of client satisfaction, with projects that stand the test of time both aesthetically and functionally,” Ridgway concludes.

Christian Bense

Bense realised early in his career that timeless design was more valuable than a trend-driven approach. His skill for delivering timeless designs was honed while working on new build projects in South Africa where the first client meetings were on a blank plot of land with a sea view. “My clients wanted to know we were presenting something that would stand the test of time,” he says. “You’d never want to present a design that would be dated before it’s completed.”

For Bense, transitioning away from trends is not without its difficulties. “This way of thinking does add a few parameters to the design process, which requires you to think harder and look deeper when selecting pieces,” he says. “From a client point of view, they may prefer to be shown trend-led images of something referential that they can buy into. So it takes a little more convincing, at times, to get them to buy into a more personal, enduring concept.”

“Being able to look past the immediate, and come up with a concept and design language which is going to survive the test of time is difficult,” he says, adding, “I am proud each time we can execute a design which feels both new and timeless simultaneously.”

Gail Taylor, Co-Founder of TH2 Designs

Taylor’s shift away from trends wasn’t a single moment, but an early, growing realisation as she started out in interior design. “I realised that authenticity is timeless,” she says. “The key is to stick to what comes naturally, and everything else will follow.”

For Taylor, the most important tool for designing a timeless interior is understanding the client. “I believe that getting to know a client and understanding what truly resonates with them is a far better starting point for a project than simply following the latest trends and trying to incorporate them,” she says.

Avoiding trends requires constant vigilance, though, and as a designe,r Taylor feels the need to stay constantly alert. “I search for fabrics, paints, and designs that are timeless and enduring,” she explains, and “over time, I’ve built strong relationships with a fantastic range of craftsmen and artisan suppliers, which has made this transition smoother and more effective.”

Taylor’s own home serves as a testament to the power of timeless design. “I first renovated and designed my home back in 2007. It wasn’t until 17 years later that my husband and I decided to refresh the interiors. Many of the original hero pieces, such as sofas, dining chairs, and armchairs, were reupholstered, and bespoke joinery was repainted to give them a new lease of life.”

Similarly, many of TH2’s clients are repeat customers, with relationships that span over 25 years. “As people and families evolve, so do their lifestyles,” she says, adding, “our clients, their families, and their homes have all grown alongside us. This speaks volumes about the value of timeless design.”

Why I Stopped Following Trends and Focused on Timeless Design

Rosie Ridgway, Founder and Creative Director, April Hamilton

Christian Bense

Gail Taylor, Co-Founder of TH2 Designs

Anya Cooklin-Lofting

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