Why Wallpaper Is Making Its Biggest Comeback in North America

What was once considered passé is now pulsing through the heart of modern interior design. Wallpaper is not just back - it’s booming! And nowhere is this resurgence more surprising than in North America, particularly the U.S., where the trend had nearly flatlined. So what changed? And why now?

A Look Back: From Overload to Understated

In the 1980s, wallpaper reigned supreme—covering every wall, often perfectly matching the curtains and upholstery in what designers now affectionately call the “matchy-matchy” era.

But by the 1990s and early 2000s, North American homes were craving visual simplicity. Minimalism swept in like a cultural reset. White walls, beige everything, and a deep fear of pattern dominated the aesthetic. Steve Jobs’ iconic black turtleneck was a cultural signal: efficient and monochromatic, function over flourish. In home decor, that translated into paint - plain, reliable, and pattern-free.

HGTV’s rise only accelerated the shift. Almost every renovation show featured that familiar line: “But first, let’s rip out this awful wallpaper.” Paired with scenes of tedious removal and frustrated homeowners, wallpaper quickly became a design villain. An entire generation was turned off.

Behind the Scenes: Quiet Innovation

While American consumers turned away, the wallpaper industry moved forward—especially in Europe and Asia. The game-changer? Non-woven wallpaper technology.

These modern wallpapers can be applied by pasting the wall (no mess!), adjusted for perfect alignment, and later removed in full strips—no scraping, no fuss.

But the U.S. market largely missed the memo. Instead, peel-and-stick wallpaper took the spotlight. It promised ease and flexibility—but pros know better. Compared to non-wovens, peel-and-stick is not easier to install and rarely delivers that seamless, designer-quality look.

Here’s why:
Non-wovens allow for “slippage” - the installer can shift/slide each strip into position with ease. Peel-and-stick? Once it makes contact, it won’t slip! Repositioning is tricky and often needs two people. It’s no surprise that many professional installers won’t even work with peel-and-stick.

Innovation also happened in printing and manufacturing where over-scaled, non-repeat patterns could be applied over rich, deep-embossed or other complex luxurious substrates.

Enter the Maximalist Era

OK, so the product got better but why a wallpaper revival—now?

The pendulum has swung. After years of muted tones and bare walls, homeowners are craving personality, warmth, and storytelling. Just as fashion welcomed back florals and bold patterns, interior design is embracing expressive, layered looks. The eye has been re-trained to love pattern again.

Designers, once hesitant, are now embracing wallpaper wholeheartedly. What began with feature walls has evolved into fully wallpapered living rooms, bedrooms, powder rooms, hallways, and even ceilings. It’s official: maximalism is in and wallpaper isn’t just back—it’s leading the charge in high-end design.

Why Wallpaper Wins

Paint may be simple…but wallpaper offers “soul”.

“If your walls could speak, make them say something interesting about you. Better yet, make them talk to you.” declares PJ Delaye, President of Veer Decor and a 25-year wallpaper veteran.

Beyond style, wallpaper offers real advantages:

• Durability
  Especially vinyl wallcoverings—resistant to scuffs, stains, and easy to clean.
• Acoustic & Thermal Benefits
  Softens sound and adds insulation value to your space.
• Creative Freedom
  From elegant textures to bold digital designs, wallpaper offers more dimension and drama than any paint ever could.
• Cost-Effective Luxury
  Get the look of marble, linen, wood, or stone—without the high cost or commitment.

Your Walls Are the Biggest Canvas You Own

Think about it—your walls cover more surface area than your floors. They’re the backdrop to your life. So why settle for blank?

With today’s wallpaper technology, design possibilities, and growing design movement, it’s never been easier—or more exciting—to give your walls a voice… YOUR voice!

Ready to bring your walls to life? Explore Veer Decor’s curated collections of premium wallpapers.