IKEA’s EFTERTRÄDA streetwear and accessories collection has arrived in Singapore, and is being promoted via a new TBWA Singapore campaign.
EFTERTRÄDA is IKEA’s first ever merchandising collection line outside of home furnishings that includes streetwear (t-shirts and hoodies) as well as bath towels, water bottles and canvas totes.
When it came to launching the streetwear range in Singapore, IKEA wanted to introduce a new brand of influencer to go with it. One that communicates “Style for all”.
IKEA believed that timeless style should be democratic.
To do this, IKEA tapped onto the rising trend of over 70’s “glam-mas and glam-pas” taking social media by storm with their effortless and timeless style.
Creative agency TBWA\Singapore orchestrated a guerilla-style photo shoot, hitting Chinatown and scouting for talent in their over -70’s who exuded effortless cool. They were invited to style streetwear and accessories from the EFTERTRÄDA line in their own authentic way.
Singapore based photographers, Jang and Kev produced a street-style inspired look book for the campaign.
The EFTERTRÄDA merchandise collection uses the official IKEA logo as its main design and also takes design cues from IKEA’s classic approach to home-furnishing with the barcode motif featuring their best-selling product, the BILLY Bookcase.
Said Nigel Richardson, Head of Marketing, IKEA Southeast Asia: “IKEA has always believed that everyone should be able to afford good design, and the EFTERTRÄDA range is another great example. We are really pleased to have brought this exciting range to Singapore”
Said Lauren Lim, Associate Creative Director and Germaine Chen, Senior Art Director, TBWA\Singapore: “When you think of the word influencer, you think of young, social media obsessed trendsetters who dictate what’s cool. We thought that Singapore’s very own glam-mas and glam-pas whose panache and personal style are a source of inspiration were the best way to bring to life IKEA’s ethos of democratic style.”