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. Under the banner “Style for All”, we showed that timeless style should be democratic.
Using a guerilla-style photo shoot, hitting Chinatown and scouting for talent in their over -70’s who exuded effortless cool (fun fact – we used our own office manager, Agnes - that's her above). They were invited to style streetwear and accessories from the EFTERTRÄDA line in their own authentic way. The campaign was later extended to Malaysia for the launch of the EFTERTRÄDA kids range.
