It seems that the quarantine has left its mark even on the furniture business, dropping sales. Well, how else can you explain that IKEA has moved into the world of high fashion? Sales of their new collection will start on July 31st. Today I will tell you what the Swedish store can surprise you with and how to purchase their branded capsule collection.
The history of high fashion from IKEA
In fact, this is not the first time that a furniture brand has decided to appear in the high fashion market. The precedent dates back to 2016. In those days, the famous model diluted her image with a branded bag from IKEA - Frakta. True, then the owners of the company only kindly laughed at her image, it seemed, and had no intention of entering the world of high fashion.
@Curbed
Everything changed in 2018. IKEA presented a collection of home suits and pajamas made from the same fabric as their furniture. The slogan of the company at that time was “Dress in style for the home.” Their collection did not cause any unprecedented popularity, but fashionistas were interested.
True, it turned out that it was impossible to buy stylish suits and pajamas anywhere. A small selection of sets was raffled off among a dozen lucky winners, and that was the end of the introduction into the world of high fashion.
Apparently, marketers were always waiting for the right moment. And it happened! On July 31, 2020, sales of the first full-fledged collection from the Japanese division of IKEA will begin. And believe me, the brand has something to surprise you with.
Collection overview
The well-known company has so far decided to focus on a basic capsule wardrobe of several T-shirts, hoodies, and accessories. However, I wouldn’t be surprised if the collection expands in the future.
The main “exhibit” of IKEA fashion can be considered a T-shirt with a company logo and slogan. Its design is very simple, nothing superfluous - the brand name is located on a white canvas.
@ikeajapan
A hoodie of the same color, decorated with a barcode, will complete the look. By the way, a minute of interesting facts. The codes printed on clothes were not taken from the head. These are barcodes for some of the most popular furniture, including the famous Billy Bookcase.
@ikeajapan
The collection was not complete without a branded handbag with a logo, but not the same one with which IKEA’s introduction into the world of high fashion began. The bag is made of cotton fabric and decorated with a small brand name. It is straight cut, which corresponds to today's fashion trends.
@ikeajapan
Finally, the collection includes a beautiful signature umbrella - all in the same shade and with the same logo. The collection also includes accessories: a branded water bottle and a towel.
@ikeajapan
How and with what to wear
The collection of clothes from IKEA, apparently, is focused on the beach season that has not yet ended.And while famous brands are already preparing for winter, furniture makers do not want to let go of the summer sun. It's for the better.
All items from the capsule collection are extremely simple. They look like they were made for street fashion. Therefore, they are easy to fit into absolutely any casual or beach look. A T-shirt, for example, looks great with straight-leg jeans and sneakers. You can throw a denim jacket on top. The story is similar with the hoodie.
The main thing here is not to overdo it - you shouldn’t completely weigh yourself down with one brand so as not to look funny.
Where can I buy
Unfortunately, this is where the main disappointment at the moment awaits. Sales are launched only by the Japanese division of IKEA. It is not yet known whether the collection will be distributed outside of Tokyo, or whether similar clothing is planned to be released in other countries.
The cunning Japanese don't even talk about the price. Therefore, we can only wait for the sale to start. And then you look, and it will come to a global release...
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