A new generation of digital-native celebrities, relaxed about the blurring of boundaries between public and private lives, have embraced celebrity home tours as a tool to promote their personal brands and to challenge public preconceptions. Emma Chamberlain, a social media influencer who found fame via YouTube, confounded expectations with her sophisticated taste in mid-century design and grown-up love of a kitchen island and copper taps when a video of her home went viral. When Khloé Kardashian posts content showing her impeccably organised pantry on YouTube, it is greeted with the kind of swooning comments that were once reserved for Carrie’s walk-in closet in the film Sex and the City.

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