Cotswolds trend pits celebrity-backed modern makeovers against regional heritage

The Cotswolds’ idyllic image is being reshaped as a growing number of buyers embrace contemporary makeovers that critics say strip traditional farmhouses of their character. The debate has taken on fresh urgency as high-profile newcomers, including Ellen DeGeneres and Portia de Rossi, settled into the region and prompted wide attention to the design choices transforming long-standing country homes.

Celebrity and affluent buyers are driving a shift toward extensions and interiors that resemble California luxury more than southwest England’s vernacular. Developers are installing black façades, expansive glass, and open-plan layouts that contrast with the area’s stone cottages and timber beams. Property listings reflect the trend: new builds in Cheltenham feature striking dark extensions that jolt against traditional façades, while a Kingham home on the market by Sotheby’s blends period architecture with bold, modern statements and a back extension that stands out from its historic backdrop. Other Gloucestershire farmhouses being reimagined with open-plan living, glossy kitchens, and floor-to-ceiling glass illustrate the same pattern. A listing for a traditional farmhouse now marketed as a “marriage of period and contemporary living” highlights a modern bathroom and other city-style features inside.

Liv Conlon, founder of The Property Stagers, has been vocal about the trend. She tells The Daily Mail that the current approach is short-sighted and erodes the region’s historic charm. “Styling a home well means leaning into the authenticity of a property – rather than stripping it bare and turning it into something else,” Conlon said. “What seems to be happening is that homeowners are seeing an opportunity to cash in on the area’s appeal, but instead—in a way that shows their understanding of what makes these impressive homes special—they’re taking the opportunity to install their vision of what luxury looks like.”

This shift is visible in several high-profile listings. One Rightmove listing describes an £8.5 million Cheltenham project as a classic country home “complete with the addition of a black extension jarring against the property’s traditional features.” Sotheby’s in Kingham lists a £2.75 million property that marries tradition with a bold modern extension, including underground parking, a heated outdoor pool, and a state-of-the-art gym. Another Gloucestershire farmhouse, renovated with an open-plan living area and a glossy, contemporary kitchen, is marketed as combining “period and contemporary living.” In each case, the interiors emphasize minimalist kitchens, black marble islands, handleless cabinetry, and industrial lighting that feel more city loft than cottage.

Conlon argues that true luxury in the Cotswolds should respect a home’s history rather than replace it with a style from elsewhere. She notes that “Farmhouse kitchens are being stripped of their warmth, replaced with black marble islands, handleless cabinetry, and industrial lighting that belong in a city loft.” She adds that original features such as timber beams and stone floors are being removed to create a modern, aspirational look that may not suit the landscape. “This issue is that original features, such as timber beams, stone floors, fireplaces, are often removed to create a ‘luxury’ look,” Conlon said. “But in these cases, it’s jarring against what is traditional for that area.”

The debate extends beyond interior design to the exterior and landscape. Ted Bromley-Hall, managing director of UK landscaping firm IBRAN, says that landscaping choices can either enhance or diminish a property’s integration with the surrounding countryside. He cites a shift away from irregular cottage gardens and natural stone boundaries toward geometric layouts that clash with the rolling Cotswolds landscape. “Original cottage gardens with their irregular pathways, natural stone boundaries, and organic layouts are being replaced with stark, geometric designs that feel completely at odds with the rolling countryside,” Bromley-Hall said. He argues the most successful renovations blend modern functionality with traditional materials and design principles, such as using natural stone aggregates in driveways and incorporating dry stone wall aesthetics into contemporary boundary features.

The Ellen DeGeneres–Portia de Rossi relocation has become part of the conversation about the trend. The couple purchased Kitesbridge Farm, a 43-acre property near Witney, in 2024 for about £15 million and began an extensive program of renovations. After a year on the market, the property was re-listed with an asking price of £22.5 million, reflecting the couple’s renovations. Ellen and Portia subsequently moved into a new-build that agents characterized as having a Malibu-like feel, a decision the estate’s listing agents described as “a beautiful stone farmhouse” but one that some locals say signals a broader shift away from the region’s traditional village scale and style. Ellen has described the move as part of a broader plan to adapt to life in the UK, noting in public remarks that the villages, towns, and architecture are part of what drew them to the area, even as their other property choices have drawn scrutiny.

The attention around this California–inspired aesthetic has drawn attention from design critics and buyers alike. Some see modern, high-end interiors as a way to modernize beloved rural homes and improve market appeal, while others warn that the look can erode the Cotswolds’ distinctive sense of place. J. Nichole Smith, a design and color psychology expert, told the Daily Mail that Ellen’s interior feel reads as a “beige void of vibes,” describing the mix of stark white walls and exposed timber as psychologically inconsistent for a market that often prizes warmth and heritage. “The design psychology is off and as a result it’s giving ‘meh’ instead of ‘wow,’” Smith said, cautioning that potential buyers may prefer a more cohesive, traditional palate or be willing to repurpose furnishings rather than adopt a full California style from the outset.

Beyond the aesthetics, the story of Kitesbridge and related properties underlines a broader market dynamic. The Cotswolds’ property scene has long reflected a tension between preservation and modern luxury, with buyers chasing contemporary amenities but many locals and conservationists urging a balance that preserves the vernacular. The homes described in recent listings—from multi-million-pound country houses with black extensions to barn conversions reimagined as glass-and-steel living spaces—illustrate how the region’s market is evolving. Some observers warn that as more U.S. or international buyers enter the market, the risk grows that fewer properties will retain the local character cherished by residents and visitors alike.

Ellen DeGeneres has framed her UK home purchases within a broader personal project of interior design and renovation, a theme she has long pursued in the United States. She has described her approach to the UK properties as one that emphasizes the desire for luxury and comfort, including horse facilities and ample pasture for her animals. Yet the contrast between her Malibu-inspired interior choices and the Cotswolds’ traditional settings continues to fuel discussions about what constitutes appropriate modernization in the region.

Storm events and local weather patterns added another layer to the narrative about how the region’s landscape couples with contemporary renovations. In late 2024, storms and heavy rainfall created flooding conditions in some areas, prompting questions about how modern extensions and drainage solutions interact with Cotswolds terrain and historic boundaries. While property agents have emphasized that individual properties like Kitesbridge sit on high ground, the broader climate context has intensified concerns about long-term resilience and visual harmony with surrounding fields, hedgerows, and waterways.

In the end, the Cotswolds’ debate over tradition versus modern luxury reflects a broader global conversation about heritage, affordability, and market demand. Advocates of contemporary styling say the changes reflect evolving tastes and the need to attract international buyers who seek modern conveniences and design language. Critics argue that when done without sensitivity to place, even high-end renovations can strip away the authenticity that makes rural England special. As the market cycles through buyers and styles, the region’s conservation ethic will likely shape how new homes are designed, what features are kept, and how the landscape is integrated with contemporary living.