Every so often, the blogger set gets behind an item and makes it become a cult best seller. You might assume that this it’s all about Topshop’s sell-out £39 strappy sandals or the super-luxe Bottega Veneta pouch that won’t stay in stock. But both of those pieces have continued competition from another piece that’s been featured on the Instagrams of super-bloggers everywhere for the past two years: a £99 rug from La Redoute. Yes, you read that correctly—people are going wild on Instagram over a rug. So much so that this must-have accessory prompted its own Instagram page, @the_la_redoute_rug, when we first documented its popularity back in January 2017.

Well the secret is out the rug makes for perfect #fwis backgrounds – just look at @iamalisonperry ‘s!

A photo posted by The_La_Redoute_Rug (@the_la_redoute_rug) on

This Scandi-style cream-and-black shaggy Afaw rug is the perfect backdrop for a shoefie, flat lay or mirror selfie, and so has become a surprisingly essential fashion purchase. Fashion blogger Erica Davies, who is credited with starting this rug trend, wrote on Instagram about the famous rug: “A LOT of people have bought it. The brand told me that since I first featured it on here last March, it has had to be restocked SIX times!”

The La Redoute team only set up the Instagram account a week ago, with the tagline “This rug is so famous it’s got it’s own Instagram.”Each day, the account features pictures of the rug in bloggers’ houses, proving that when it comes to super-affordable homewear, this has got to be one of the most fashionable pieces around.

La Redoute told Who What Wear back in 2017 that it was the best-selling homeware item of that season and still looks like a top-seller today, only it’s finally on sale—with a flash discount of 40% off! Now how’s that for a little mid-week pick-me-up?

Sold? Scroll below to shop for the super-popular rug and other similar styles—and don’t forget to use the promo code SUMMER for that 40% off.

Next up, the best wedding guest outfits. This story was published at an earlier time and has since been updated.

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