Tokyo, Japan
IKEA’ s first-ever merchandising collection which uses the official IKEA logo as its main design, takes cues from our approach to home-furnishing, with simple, everyday takes on clothes and accessories.
Using the official IKEA logo as its main design, the collection includes a white t-shirt and hoodie with the blue and yellow IKEA logo on the back and a black-and-white barcode graphic on the front.
The barcode motif gives a nod to the Swedish retailer’s best-selling product, the Billy Bookcase.
For years, high-end fashion brands have paid homage and brought IKEA’s design to the catwalk, whilst fake logo T-shirts are commonly seen in the streets of Tokyo.
Now it’s time for the real thing with the launch of the “Efterträda Collection.”
In close collaboration with IKEA of Sweden, IKEA Japan has developed a collection both inspired by and made for, the people of Tokyo.
“Efterträda” is Swedish for “successor.”
Focusing on five young “Tokyoites” at home, the collection stars imma, “the most popular virtual model in Japan,” also a partner in the grand opening of Ikea Harajuku.
There is also Bunta Shimizu, a creative director, artist and stylist, musician Moeta Shiotsuka, photographer and model Kyohei Hattori, and finally model, Nene.
By centering these young creatives in the campaign, the lookbook for Efterträda harks back to the collection’s original inspiration – the people of Tokyo.
The first collection placing the Ikea logo at the center visually, the collection links back to how many high-end fashion brands have paid homage to Ikea’s design sensibilities, and how fake logo T-shirts are often seen on the streets of Tokyo too. “It was time for the real thing.”
Just like other Ikea products, the collection “is developed based on democratic design and it is composed of ten items.”
Each of these is also made from 100 percent sustainably sourced cotton and the umbrella in the collection is also “made of recycled polyester, a water bottle to reduce plastic bottle use,” as well as a tote bag.
Project: The Efterträda Collection
Designers: IKEA
Manufacturer: IKEA
