Ikea Japan launches its first collection starring the iconic logo

The Japanese branch of Ikea has created its first-ever apparel and accessories collection, staring the Ikea logo. Titled the Efterträda collection, for the past week, it has only been available at the Harajuku store of Ikea, but is now (from 7 August 2020) available online worldwide.

Made in close collaboration with Ikea Sweden, the collection of itself is also “inspired by, and made for, the people of Tokyo,” explains a release from Wieden+Kennedy Tokyo, who has worked on the visual release of the collection. Creating a look book, a series of films and product visuals, the team have been working to celebrate this release by showcasing “an unfiltered look at fashionable Tokyoites inside their own homes”.

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 Shimzu, a creative director, artist and stylist, musician Moeta Shiotsuka, photographer and model Kyohei Hattori and finally model, Nene. By centring these young creatives in the campaign, the look book for Efterträda harks back to the collection’s original inspiration – the people of Tokyo.

The first collection placing the Ikea logo at the centre 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 per cent 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.