IKEA goes cool kid with two new collabs
This is not a drill
Ah, IKEA. Land of white bookshelves, cheap photo frames and other sharehouse paraphernalia, just when you think they've got the under-30 market on lockdown, they come up with this. In what seems like a totally random, but actually quite #genius move, the Swedish fast furniture retailer has announced plans to collaborate with not one, but two cooler-than-cool brands: fashion favourite OFF-WHITE and boutique perfume label Byredo (you know, the Scandi-cool bottled with minimal white labels.) Talk about speaking the language of millennials...
The first collab, OFF-WHITE x IKEA, was announced last week via Instagram, alongside a shot of the label's main man Virgil Abloh repurposing the iconic shopping bag (remember the Vetements joke IKEA got in on?). Random? Actually, on closer inspection, no. Abloh is the perfect fodder for the Swedish chain. He has a Masters in architecture and aside from designing a luxe streetwear label, he also creative directs at Kanye West's DONDA agency and did a furniture collection for Art Basel no less - so stretching his creative wings is no biggie.
According to High Snobiety, the collection will be aimed at - you guessed it - millennials making their wobbly first steps into the adult world. "We're looking at that first phase of adult life, when you start making purchases for your space. Largely people grow up in their parents' environment. They've never had to consider furniture," said Abloh. Here's hoping Abloh can offer some variation on white wooden furniture.
And in other home-related news, IKEA also announced its entry into the lucrative world of designer home fragrances. Thanks to a partnership with fellow Swedish brand Byredo - it looks like affordably chic candles are now on the agenda for millennials, too. The limited edition collection of home fragrances will be designed by Byredo's founder, Ben Borham, who says of the collab, "We're trying to develop a ton of smells enforcing the idea that everyone has a different relationship to it, and nothing is right or wrong." Given Byredo's unusual and unisex approach to fragrance, we're betting this is one home fragrance collection that will be infinitely cooler than your Mum's. And probably just as Insta-worthy too.
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