Scanning through The Inside, the furniture startup cofounded by DwellStudio’s founder Christiane Lemieux, you’ll see patterns created by fashion designer Clare Vivier, whose brand is called Clare V. Vivier is known for her bright, colorful patterns, and her handbags are all the rage among chic New Yorkers and Angelenos. But thanks to The Inside’s direct-to-consumer approach, you can now get a Clare V. armchair for $299, less than than most bags in her collection.

Lemieux launched The Inside together with Britt Bunn, who previously worked at One King’s Lane and Hamlet, to bring together furniture and fashion in more direct ways than we have seen in the past; the brand’s tagline is “fashion your home.”

Of course, interior design and furniture have always been influenced by trends in the fashion industry, but with the advent of social media, Lemieux believes that today’s millennial consumers are treating their homes much more like their closets, constantly bringing in new styles and updating their look. After all, homes are increasingly the backdrop to selfies and carefully art-directed Instagram posts.

Christiane Lemieux [Photo: courtesy The Inside]

Lemieux, who is now the CEO, and Bunn, who is COO, believe that the$150 billion home furnishings market is ripe for a brand that can deliver customized products quickly and affordably to this millennial consumer. Right now, millennials make up 66% of first-time home buyers, and they are 34% of all home buyers. And 66% plan to purchase a new home within the next five years. Research also shows that this generation spends $1,500 on their living rooms alone, which is more than previous generations spent when they were at this stage in their lives. “In the past, there was this sense that you would decorate your home and be done,” Lemieux tells me. “But to the modern consumer, the home is never finished: It’s always a work in progress. We are constantly changing the way it looks, rearranging the furniture, bringing in new pieces, changing the colors of our walls.”

With this new startup, launched out of beta earlier this summer, Lemieux has created a brand designed to accommodate how we live today. All of the products within the collection–from armchairs to bed frames to wallpaper–are customizable and made on demand. This means that you can purchase an armchair in the exact color or pattern you want, to match the style of your room, rather than searching for weeks for a piece that will fit in. The wallpaper can be easily applied then pulled off again. And every piece is delivered within two to three weeks, since The Inside makes all of its products in factories in North Carolina, Illinois, and Pennsylvania that ship directly to the customer. With most custom furniture brands, the wait is typically several months.