Off-White’s Virgil Abloh to collaborate with Ikea on millennial-focused collection
Ikea has recruited Virgil Abloh, the founder of cult streetwear label Off-White, in its latest celebrity collaboration aimed at delivering inspiring design pieces for millennials.
The Swedish furniture and homeware retailer will be working with Abloh to create a line of unique, and innovative furnishings and decorations that can work both as collector’s pieces and functional items. The range will be targeted at millennial consumers as they start their first home, with a key focus on products for small spaces, short term rentals and tight budgets.
“We´ve been curious about Virgil Abloh for some time. Him being a multi creative persona who doesn´t care about boundaries combined with his close connections to young people, their needs and wants,” says Henrik Most, creative leader at IKEA Range and Supply.
“It made us curious. IKEA wants to explore the first home and how to make it inexpensive and fashionable. And we believe Virgil Abloh and Off-White is the perfect match to do that with.”
The founder of Off-White is a long-time creative consultant to Kanye West and also works as a DJ and a producer. His sense of style has resonated with the younger generation of fashion consumers, particularly with men, with Off-White becoming the go-to label for contemporary street fashion.
He comments on the collaboration: “I believe we’re in a compilation/post Tumblr generation, you take a number of images that aren’t yours and compile them to make an expression about yourself. You might not own those beautiful things or have the budget to buy them, but you put them on your page and it reflects your taste. My premise is to employ the ability to create these things in a place, with IKEA as the engine behind the thought process, so that young adults can live with design and art. Conceptually, it’s the most important design project I’ve taken on, with the highest potential to educate the consumer.”
The collection is planned to launch during 2019.
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