The disposable decoration that seduces … to the detriment of the planet?

For Zohra, it became a hobby, a hobby after leaving work.

Cuming the rays of cheap decoration brands, Action or Centrakor, as if it explored Ali Baba’s cave. In the B & M store in Bagnolet (Seine-Saint-Denis), that evening, the 34-year-old nurse goes in search of a white bedside table with golden handles.

She then visualizes her apartment, all white and draped beige. “I followed the trend of this winter: cocooning with Nordic accents,” explains the young woman. But last summer, I created a Moroccan atmosphere in my living room, with brown, oriental cushions … “Passionate about decoration, Zohra does not hesitate to transform part of her interior every six months, according to the fashion of the moment.

Break prices and encourage compulsive purchase

A sacred cadence that illustrates well the phenomenon of “fast-decade” or disposable decoration, less known than its clothing counterpart which has developed in the past two decades, the “fast fashion” (disposable mode). For the textile and furnishings industries, practice is to renew its collections very quickly, break prices and encourage compulsive purchase. Despite the controversies, difficult to resist this ocean of cozy plaids, adorable false cacti and candlesticks with fanciful shapes.

Especially since the love story with this type of decoration dates from the 1980s and the arrival of IKEA stores in France. In the wake of the famous Swedish brand, a panoply of stores of all kinds appeared, like the French brands Gifi Maisons du Monde.

The pandemic upset our habits

But it was above all the COVID years that have accelerated the gold rush of industrialists. Between telework and films evenings, the pandemic has turned our habits upside down, and we are now spending much more time at home – almost a third of French employees work at least one day at home in the week (1), ten times more than before the COVVID.

First functional, the interior space has become a cocoon, a tangle of pieces where it must be good to live. Even clothing channels like Zara or H&M have launched their decorative sector. There are now shops where the name Home (house) is attached to that of the brand. So much so that between 2017 and 2022 The number of furnishing elements put on the market in France increased by 88 %.

“The impression of being in therapy”

In this madness of pastel or Scandinavian ornaments, Marina, 47, is spoiled for choice. “I decorated my interior with curtains and blue sofas but also furniture in white and golden tones, describes the one who lives in a town near Soissons (Aisne). My house dates from the 1970s and I retape certain rooms, little by little, so that they become modern and trendy. When I do decorative shopping, I have the impression of being in therapy, because I choose articles that create a soothing atmosphere. I also like to present myself properly to others, with a decor that reflects my calm and blue flower personality. »»

From the pandemic, the home has become the space where you take care of yourself, out of the aggressiveness of the outside world. One way, in short, to master your personal space, when you do not necessarily have control of the rest.

Very low prices assumed

Among Marina’s favorite decoration stores, Action holds a special place. The Dutch store brand is the Queen of Hard-Discount, that is to say the destocking and the sale of heterogeneous products, at very low prices. “Fast-deco has grown because people are increasingly assuming to buy low-cost,” decrypts Franck Lehuéd, economist at Crédoc2. There has been a feeling of downgrading in the French population for several years. The middle classes are therefore turning, after the popular classes, towards the cheap chains to continue to decorate their interior and have fun. »»

Priscilla was very well earned her life as a sales manager in a big brand when she discovered this chain of stores. “There are the same products as in traditional decoration brands, but three or four times cheaper,” she says. Seduced, the 33 -year -old young woman has been posting videos on the Tiktok social network for several years to promote the brand’s products. “I am a mother who manages so as not to buy too much, so Internet users easily identify with me,” rejoices Priscilla.

In her videos filmed at home, the young woman boasts, like a good friend, the dynamism of the discount stores. Because the brands do not hesitate to renew their shelves every three weeks and not to miss the festive appointments, such as the Awakens or Valentine’s Day. “I buy a lot of small decorative objects such as Christmas Nutcrackers or stickers in the shape of a bat for Halloween,” adds Marina. I find that they have a childish, fun side. »»

“Aggressive” and polluting strategy

The big brands, and their designer battery, know how to take advantage of this taste for decorative atmospheres. Some brands sell, for example, a female, elegant and studious setting that charms the students. “I really like to go to stores like Sostrene Grene or Action because there are lots of small decorative elements, such as notebooks or agendas to hang on the wall, testifies Arielle, 22, in the master’s degree. I also put pampe herbs or small transparent glass lamps on my table and my shelves, so that it is more pleasant to look at. And I have several boxes decorated with cute patterns, which allow you to store my things and gain space. »»

For several years, Arielle patiently has decorated her studio to push the walls of this too narrow space a little. One of her favorite discount stores is five minutes from her home in Saint-Etienne (Loire). “The strategy for the sale of major low -cost brands is very aggressive,” explains Pauline Debrabandere, campaign coordinator of the association for the fight against waste Zero Waste France. They multiply promotions, and some brands have shops throughout France. »»

But this wave of decor at broken prices is paid on another plan: with several environmental NGOs, Zero Waste France published a report in May 2024. “This sector is an environmental disaster! Summarizes Pauline Debrabandere. The industries are increasingly carry their goods by plane to go faster.

And there is also a misinterpretation in the mobility of materials: the wood of furniture often comes from Europe, but it is transported to Asia to cut it. Industrialists choose to use a cheaper Asian workforce, sometimes in defiance of decent working conditions.

The art of tinkering yourself

Faced with rising controversies, several fast-decor brands reacted by embarking on the second-hand sale. Some offer their customers to resume their used furniture to offer them a “second life”. Another market with vast potential from the pandemic and the new passion for French for DIY (Do it yourself) – The art of tinkering yourself.

On the shelves of the B&M store, Zohra nods: “My daughter-in-law loves to personalize the furniture by repainting them, and I myself create shelves for my plants. In fact, I’ve been quite handy since I lives alone. And it is even greater satisfaction than going to buy in store! »»

(1) Barometer of the Odoxa economy, February 2024.

(2) Research center for the study and observation of living conditions.