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In this modern world we live in, #iwokeuplikethis and #bedroomgoals are popular hashtags, and it’s not that surprising when someone like Channing Tatum Instagrams a black-and-white nude of his wife, Jenna Dewan-Tatum, napping in their bed. It’s also no shock that someone recognized a gaping hole in the market for formerly utilitarian sheet sets and created a brand that’s all about bringing one’s personal style into a wardrobe for the bed.
Flaneur — the French word for dreamers and idlers — is that company, offering bespoke dyed-to-order sateen sheet sets and duvet covers (from $360) that elevate the basic bed, turning it into a canvas for self-expression and creativity. From its inception, the brand — founded by former Columbia graduate school classmates Tianjiao Saikhantal Yu and Lu Xiong — has tapped into the fashion world and invited aesthetes the opportunity to customize and realize their own unique bedroom palette.
They’ve collaborated — and plan to continue doing so — with interior designer and Au Fudge co-founder Estee Stanley and her Hancock Design partner Brigette Romanek (together they count such fans as Patrick Dempsey, Chris Evans, Ellen Pompeo and Lea Michele), who “dressed” a trio of beds for their first look book. Says Yu, “We were so glad to find that Estee is deeply interested in our brand and thinks Flaneur is a great match. Everything was like magic and went incredibly well. She has many splendid ideas about the colors and mix-and-matches and helped us finalize three settings — Bohemian, Modern and Grayscale — to shoot.”
It’s not hard to get inspired by the possibilities, and by Stanley and Romanek’s color schemes, which boldly combine hues like gold, dusty pink and deep celestial blue, or layer cypress green with barely-there mauve. Customers can pinpoint a Pantone shade for their order or shop from the art-inspired collections online. They’ve even had some send in an object to match exactly. “Bedding, more than anything, is the most personal statement for the most personal space in the world,” says Yu.
“You’re always changing — your mood, your life events, your job, your seasons, your favorite book, your wall paint,” she says. “You need to change the color of your nest just like you constantly change the color of your shoes, scarves and dresses.”
But this isn’t fast fashion — Flaneur’s product is more like haute couture. It conducts DNA testing on each Supima cotton batch to ensure consistency of the fabric and uses fashion-house-approved Riri zippers from Switzerland, biodegradable sewing thread and boutique dye houses who pre-wash all orders to ensure colorfastness.
Flaneur encourages customers to change their sheets more often, and make a statement. So far, people are getting into it, including actresses Elisabeth Rohm and Claudia Lee, and The Insider‘s Keltie Knight. Yu says one customer ordered sheets in two greens pulled from his favorite Monet painting. Another bought a pair of bold pink and green sheets that matched an Indian painting she’d been trying to match for a decade.
Red and black are being ordered, but pink shades have proven the most popular thus far. “Our customers in the fashion world are passionate about colors — look at the pictures they’ve posted on Instagram: multiple shades of pink on a bed, blue and green, even yellow and purple.” Shoppers are unleashing their creativity, Yu adds, by ordering extra pillowcases and several sets to play with co-mingling. “They definitely have palettes in their mind.”
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