TBWA\Singapore Enlists Over-70s To Model Ikea Singapore’s New Merch Line

TBWA\Singapore Enlists Over-70s To Model Ikea Singapore’s New Merch Line
B&T Magazine
Edited by B&T Magazine

After debuting in Japan in mid-2020, Ikea’s Efterträda apparel range has made its way to Singapore, where TBWA has enlisted the “glam-mas and glam-pas of Singapore” to promote it.

The new fashion collection sports the official Ikea logo, along with a barcode motif of the company’s best-selling product, the BILLY Bookcase.

TBWA\Singapore was chosen by Ikea to promote the new range in Singapore that showcases the clothing line. In a new campaign called ‘Style for all’, TBWA enlisted the help of stylish, older adults over the age of 70 to wear the clothes to convey the campaign’s message.

Moreover, according to Muse by Clio, TBWA scouted Singapore’s Chinatown for models who “exuded effortless cool”. They were then invited to be were clad in the line’s hoodies, T-shirts, and joggers as they posed in various spots across Chinatown.

TBWA described these cool cats as the “glam-mas” and “glam-pas” of Singapore.


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A post shared by IKEA SG (@ikeasingapore)

The photoshoot was lensed by photographers Jang and Kev, who produced a lookbook inspired by street style. The effort is said to speak to Ikea’s belief that timeless style should be available to everyone.

“When you think of the word influencer, you think of young, social media obsessed trendsetters who dictate what’s cool,” TBWA\Singapore associate creative director Lauren Lim and senior art director Germaine Chen said in a combined statement, via Muse by Clio.

“We thought that Singapore’s very own glam-mas and glam-pas, whose panache and personal style are a source of inspiration, were the best way to bring to life Ikea’s ethos of democratic style.”

Featured image source: Ikea.com/Singapore

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Efterträda Ikea TBWA\Singapore

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