Ikea follows fashion world with cult designer hook-up to corner millennial market
Ikea has revealed it is working in collaboration with cult designer Virgil Abloh to fashion a new millennial-focused furniture collection – including a potential reimagining of its trademark blue Frakta bag.
Ikea follows fashion world with cult designer hook-up to corner millennial market
The Swedish furniture giant is aiming to furnish design conscious millennials homes with a range of flat pack furniture which can meet their design aspirations without denuding their wallets, embracing one of the world’s top designers in the process.
Commenting on his new role Abloh said: “We're in a moment where Ikea is transcending, and people are bringing this do-it-yourself culture to the blue bag. What I'm most interested in is doing that process in partnership with the brand. It's allowing me to put my opinion on a classic.”
In that vein Abloh has already crafted a cardboard prototype emblazoned with the word ‘Sculpture’ as a foretaste for what he holds up his sleeves
In a statement outlining its move Ikea added: “IKEA wants to explore the first home and how to make it inexpensive and fashionable," Most added. "And we believe Virgil Abloh and Off-White is the perfect match to do that with."
Ikea's familiar Frakta bag was the subject of a tongue-in-cheek advertising campaign in which the homewares giant feined offence at a high-end copycat design from Balenciaga.
Abloh will work in collaboration with students to create the new range which won’t be launched until 2019.