The Grey Collective: @thegreycollective

Los Angeles native Natalie Mason started her Instagram account in 2016 before she started her company The Grey Collective. As for many of us, it was a place to compile and document images that inspired her, in turn helping her cultivate and refine her own personal aesthetic.

"I’m really a minimalist at heart, but strive to incorporate organic and natural elements to warm up what some might otherwise consider a stark or austere space," Mason says. "I definitely adhere to the age-old principle that less is more, and find that I’m drawn to refined yet comfortable spaces, that are free of clutter or superfluous details."

Eventually her feed transitioned into a platform to promote her own design brand. When curating her posts, she pulls imagery from Instagram, websites of her favorite designers, and frequently from her piles of design books. "Beta-plus publishing is a never- ending source of inspiration for me — I’m always clamoring to get my hands on their latest edition as soon as it’s released," she shares.