Jessica Hayns redefines design journalism through her forensic approach to material culture. As Creative Director of The World of Interiors for three decades and now a sought-after freelance curator of spaces, she deciphers the hidden narratives in objects—from Neolithic arrowheads to Georgian cornicing.
“Bring me the backstory before the beauty shot.”
We’ve followed Jessica Hayns’s three-decade journey as a visionary in design journalism, beginning with her serendipitous entry into The World of Interiors in the 1990s. Her career-defining move came when founder Min Hogg recognized her innate talent for curating spaces, prioritizing aesthetic intuition over formal credentials. Hayns’s work transcends traditional styling—she reconstructs historical narratives through objects, blending anthropological rigor with visual storytelling. Her freelance era since 2020 has expanded her influence, with collaborations for Cabana Magazine and immersive features that dissect the relationship between personal collections and cultural identity.
This Cabana Magazine piece dissects Hayns’s philosophy of “imperfect curation.” She details her discovery of a 17th-century Deccan water jug in a South London market, using it to explore colonial object migration and the democratization of historical artifacts. The article’s methodology intertwines material analysis with oral histories, challenging readers to reconsider value hierarchies in design. Its impact lies in reframing flea-market finds as cultural documents, a perspective adopted by institutions like the Victoria & Albert Museum in recent acquisition strategies.
Hayns’s Instagram reveal of her Georgian home in Cabana’s 10th-anniversary issue exemplifies her mastery of spatial narrative. The feature contrasts original cornicing with a Neolithic arrowhead collection, creating a dialogue between architectural permanence and transient human craftsmanship. Her use of layered textures—aged brass against raw linen—has influenced a wave of “time-collage” interiors among UK designers. The article’s significance lies in its rejection of trend-driven design, advocating instead for spaces that accumulate meaning organically.
In this career retrospective, Hayns deconstructs the evolution of design media since the 1990s. She critiques algorithm-driven content trends while championing slow journalism’s revival. The interview’s standout contribution is her analysis of “editorial longevity”—how The World of Interiors’ 1980s spreads remain relevant due to their focus on narrative over aesthetics. This piece has become a touchstone for media scholars examining post-digital publishing models.
Hayns prioritizes objects with traceable histories, as seen in her Cabana ewer analysis. Successful pitches might explore: a 1920s Bauhaus chair’s journey from Dessau to Buenos Aires, or the rediscovery of Mughal textile patterns in contemporary upholstery. Avoid mere aesthetic descriptions—Hayns seeks material biographies that reveal cultural exchange.
Her Instagram analysis of repurposed Georgian architecture demonstrates interest in adaptive reuse that respects original craftsmanship. Pitch case studies like a Glasgow tenement transformed into a ceramics studio using 19th-century plaster techniques, emphasizing how modern interventions dialogue with historical fabric.
Hayns’s Tête-à -Tat interview explicitly rejects “fast interiors.” Pitches about TikTok-driven design trends or AI-generated decor concepts will likely be dismissed. Instead, focus on how traditional techniques (e.g., Japanese shou sugi ban charring) solve contemporary sustainability challenges.
Hayns’s tenure at one of design journalism’s most prestigious institutions underscores her industry authority. Unlike transient digital media roles, this longevity reflects her ability to evolve while maintaining editorial integrity—a rarity in Condé Nast’s portfolio.
“Min Hogg taught me to see rooms as layered diaries, not staged moments.”
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on Design, here are some other real estate journalist profiles you may find relevant:
