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IKEA Enlists Cool Senior Models To Flaunt Pieces From EFTERTRÄDA Streetwear Line
By Thanussha Priyah, 15 Dec 2020
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![](https://editorial.designtaxi.com/editorial-images/news-IKEA151220/IKEA.jpg)
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.
![](https://editorial.designtaxi.com/editorial-images/news-IKEA151220/IKEA1.jpg)
Image by IKEA Singapore and featured with permission
![](https://editorial.designtaxi.com/editorial-images/news-IKEA151220/IKEA2.jpg)
Image by IKEA Singapore and featured with permission
![](https://editorial.designtaxi.com/editorial-images/news-IKEA151220/IKEA3.jpg)
Image by IKEA Singapore and featured with permission
![](https://editorial.designtaxi.com/editorial-images/news-IKEA151220/IKEA4.jpg)
Image by IKEA Singapore and featured with permission
![](https://editorial.designtaxi.com/editorial-images/news-IKEA151220/IKEA5.jpg)
Image by IKEA Singapore and featured with permission
![](https://editorial.designtaxi.com/editorial-images/news-IKEA151220/IKEA6.jpg)
Image by IKEA Singapore and featured with permission
[Images by IKEA Singapore and featured with permission]
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