IKEA UK has turned its graphic furniture and home textiles fabric into three-piece suits (which are also prizes in a sweepstakes) with London-based tailor William Hunt, all with an eye towards encouraging more creativity and personality in the home with textiles:
The Savile Row tailor, known for bespoke luxury suits, has ditched the traditional pinstripe in favor of mad stripes, colorful dots and floral patterns—using IKEA’s Sofia, Rosenrips, Nedja and Kungslilja fabrics.
It’s all part of IKEA’s campaign encouraging British consumers to be more daring when decorating their homes, citing research that “a quarter of all Brits don’t feel confident enough to express themselves when its comes to decorating.”
From IKEA UK’s press materials:
The latest research has shown one in four of us are lacking in confidence to express our personalities within our home, compared to how we feel expressing ourselves through fashion.
To celebrate our exciting new campaign, we are encouraging you to bring your personality into your home simply by using textiles and becoming a ‘maverick with fabric’. We’ve partnered with Savile Row tailor, William Hunt, to create a limited number of unique, stunning suits using a range of our textiles and fabrics.
These one of a kind suits have been carefully hand-crafted using SOFIA, ROSENRIPS, NEDJA and KUNGSLILJA which mirror existing IKEA products including POANG chairs, STOCKSUNDT sofas and bedding.
Entrants must fill in the form and answer the question, “How are you a maverick with fabric in your home?” — and if you’re not lucky enough to win one of the suits, check out the personality test results to see what fabrics suit your style.
IKEA UK’s Wonderful Everyday: Fabric Mavericks campaign includes the delightful partying ghosts spot that was release two weeks ago:
And last week, a video with British indie pop band Teleman, whose hits include the colorful Düsseldorf. The concept:
“We all know that music can transform your mood, but what happens when you add textiles? We partnered with indie pop band Teleman to show how simple fabric changes can transform your home. From loud patterns and colourful accents to soft tones and muted palettes, it’s time to turn up the volume, dial up the textiles and be a maverick with fabric.”