IKEA Enlists Cool Senior Models To Flaunt Pieces From EFTERTRÄDA Streetwear Line
Image by IKEA Singapore and featured with permission
IKEA Singapore has launched an ad campaign for the brand’s first self-designed merchandise line, EFTERTRÄDA.
The fashion collection sports the official IKEA logo first and foremost, along with the barcode motif of the company’s best-selling product, the BILLY Bookcase.
The brand partnered with creative agency TBWA\ Singapore to showcase the streetwear clothing pieces and accessories through a guerilla-styled photoshoot. The campaign enlists stylish senior models over the age of 70 to convey the message: “Style for all.”
The models were clad in the line’s hoodies, T-shirts, and joggers as they posed in various spots within the city’s Chinatown. The photoshoot was lensed by photographers Jang and Kev. View the results below.
Image by IKEA Singapore and featured with permission
Image by IKEA Singapore and featured with permission
Image by IKEA Singapore and featured with permission
Image by IKEA Singapore and featured with permission
Image by IKEA Singapore and featured with permission
Image by IKEA Singapore and featured with permission
[Images by IKEA Singapore and featured with permission]
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