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Povase.
A name that doesn't sound like a design icon at first, like a stylish living room and perfectly lit Instagram still lifes.
But the “Butt Vase” by the London jewelry and object designer Anissa Kermiche stands for exactly that.
If you don't believe that, you can see it for yourself on Instagram.
There you can see her everywhere, a vase that looks like a ruby, rounded woman's bottom.
The extremely narrow "waist" serves as an opening into which flowers and plants can be inserted.
Underneath, the ceramic piece arches to form lush hips and buttocks that stand on two cut off thighs.
This vase and other pieces by Anissa Kermiche, which are always inspired by women's bodies and curves, characterize the home of the New York influencer Leandra Medine and the German blogger Jessie Weiß, they beautify the interiors in the apartments of much-followed women such as the Danish Pernille Teisbaek or the German Roberta Benteler .
The success of this home accessory stands for a development that picked up speed, especially in the pandemic year 2020: Interior items are going viral, thanks to social media they are becoming trend objects, as has long been the case with fashion, bags and shoes.
Because the more people are at home, the more it can be seen on the Internet - and is staged accordingly.
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The vases and ceramics by Anissa Kermiche have been known to fashion insiders for a long time - Kermiche launched their home accessories in 2018 and was an immediate success.
But now that influencers are rarely allowed to travel, visit fashion shows or advertise shop openings, since they too are mostly stuck in the living room, you can see the interior of their apartments and houses more than ever.
And with it Anissa Kermiche's vases.
In the eyes of the designer, the first thing that attracted the attention that made her designs so popular was the launch of the Instagram feature “Stories” - short films that are automatically deleted.
“Influencers, who initially had to convince primarily with street style, were able to take their followers home with them through 'stories'.
And of course that had to reflect her taste, ”she says.
Anissa Kermiche with the oversized "Love Handles" vase
Source: Anissa Kermiche
However, the lockdown gave their business even more impetus.
Millions of people worldwide who have a lot of time to look around their own four walls and find out what could be improved in their otherwise neglected home - that brought new customers.
“I definitely can't say that the lockdown was boring for me and that I read a bunch of books.
We worked twice as hard, ”says Kermiche.
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Please do not take this as a complaint.
It's going better for the designer than she could ever have dreamed of.
The French-Algerian didn't start her professional life as a creative person, but as a software engineer for a large Parisian company.
Most of the colleagues were men; coffee was drunk from cups with the company logo.
An environment that made Kermiche unhappy - and in which only the lunch breaks she spent sketching jewelry made her mood better.
Legs with a double function - a candle holder on one side and a vase on the other
Source: Anissa Kermiche
After all, she had been playing around with jewelry all her life, making friendship bracelets and giving pearl rings to friends of her parents.
But her parents' expectations led her to pursue a different career path than the one that clearly suited her preferences.
“It took me a while to admit to myself that I had to get a creative job.
I always thought: designing and making money don't go together. "
At some point, however, Kermiche's discomfort at her job became so great that she looked for a way out.
She signed up for summer jewelry design courses at Central Saint Martins Academy in London and was encouraged by professors to stay simple and study 3D design.
Kermiche quit her job, her apartment, their relationship - and moved to London.
Even the candlesticks are inspired by women's bodies
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A brave step that has paid off.
In 2015, when Kermiche was 30 years old, she founded her own label.
At first she only designed jewelry: delicate chains, rings and earrings, decorated with pearls and circles, which were immediately added to the range of well-known luxury shops such as Matchesfashion and Net-a-Porter.
“I love curves and pearls,” she says.
She would have liked to go onto the market with homeware right away.
"But managing this type of production, finding suitable partners, everything just took a lot longer."
The success was all the greater after the launch of the first interior pieces.
In addition to the povase, Kermiche now offers a design that looks like a woman's torso.
In addition, crossed legs that can be turned upside down on the table, candlesticks, tealight holders, all inspired by breasts, hips and curves.
“These pieces attracted a completely different type of customer.
The jewelry appealed to fashion fans in particular.
Now single men in their 30s come to us, couples who choose furnishings together, design lovers who even collect our pieces because they look good together. "
You can see that especially on Instagram: The vases are provocative and playful at the same time, immediately catch the eye and yet can be combined with many different furnishing styles.
Kermiche isn't the only one who has benefited from the new attention for the home.
The wave-shaped mirrors from the Ferm Living brand, for example, have also stood out as Instagram favorites. Once posted, they repeatedly generated comments like “I bought this one too”.
In the USA, people are amazed at the success of pastel-colored cooking utensils from the Our Place and Great Jones brands, which suddenly seem to be on every stove - some are already talking about the “Instagram pan”.
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You can find that amusing - in any case, it expresses the new meaning your own home has assumed and how strong the need is to make it as beautiful and personal as possible.
“Our home has become a kind of safe haven.
The place that protects us from the dangers out there, ”says Kermiche.
“People can barely see their loved ones.
So they have to surround themselves with objects that they love. "
Kermiche, who moved last spring herself, decided to completely redesign her apartment.
Where once brightly painted walls with a pistachio green sofa and an ethnically patterned carpet vied for attention, everything is now creamy white, minimalist and simple.
Not surprisingly, Kermiche has thought of every detail.
“I even have a silver toast holder now.” She hasn't used it yet.
"But I love to look at it."