IKEA Eftertrada: Style for all

Furniture retailer IKEA used an Instagram campaign featuring elderly real-life models to launch its EFTERTRÄDA streetwear line successfully in Singapore.

Campaign details

Brand: IKEA EftertradaBrand owner: IKEA SingaporeAgency: TBWA\SingaporeMarket: SingaporeSector: Furniture & furnishings retailMedia channels: Social mediaBudget: Up to 500k

Executive summary

Streetwear brands are notorious for exclusivity and limited edition drops, but IKEA wanted to prove that great style can be for everyone. Creating a street style 'look book' with an unexpected twist, we cast Singapore's coolest 'glam-mas' and 'glam-pas' over 70, transforming them into stylish models for the launch of our first ever streetwear line, EFTERTRÄDA.

IKEA disrupted the world of overdone fashion influencer...

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