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The Monstera Deliciosa, or Swiss Cheese Plant, Is Everywhere - Racked

Online, Away and Allbirds aren’t the only ones using the leaf in Insta shots in their marketing. The cool-girl shoe brand Marais uses it, as does the California candle purveyor P.F. Candle Co. , the vitamin brand Care/of , and the luxury yoga apparel brand K.Deer . Even the website-building service Squarespace, certainly not a lifestyle brand, recently placed the leaf next to a laptop and brass accessories in ads all over Facebook. Urban Outfitters , never one to sit out on a trend, is selling fake ones. It helps that the leaf lends itself to a minimalist brand aesthetic . Eliza Blank, the founder of the online and IRL plant shop The Sill, points out that stores like COS, Reformation, and Away — all of which use the leaf in stores — have an extremely similar retail aesthetic: white walls, bright lighting, neat and carefully curated product (what New York magazine recently called retail’s “Minimalist Art Gallery”). And while the Monstera leaf is associated with bohemian Jungalow branding, it can also steer a minimalist aesthetic away from feeling cold and sterile. “The Monstera is a safe, modern add for a store like Away or Reformation,” Blank says.

For the original version including any supplementary images or video, visit https://www.racked.com/2018/6/6/17426290/monstera-leaf-trend

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