IKEA Belgium is enthusiastically introducing a streetwear collection under the name ‘AURTIENDE’. The limited edition collection consists of a range of unique merchandise items that bring fans closer to the brand. How about a T-shirt or hoodie with the IKEA logo? Or complete your outfit and opt for a fisherman’s hat or colorful FRAKTA. The AURTIENDE fan collection will be available in limited editions from October 1st exclusively online via IKEA.be.
AURTIENDE, Swedish for “Origin”, celebrates the power of authenticity and self-expression, encouraging everyone to be themselves. Do you like to express your personality through striking clothing during your afternoon in the vibrant city, or do you prefer to let your style shine through in your interior? This IKEA fan collection invites you to show your personality, no matter who you are or how you live.
Not coincidentally, the collection appears in the year that IKEA Belgium celebrates its 40th anniversary, and is available online in limited editions. The items are available in striking pink and green colours or in black and white. AURTIENDE is a unisex collection inspired by and made for IKEA fans.
IKEA employees & creatives push the collection in the spotlight
For the local campaign, IKEA Belgium went out with several IKEA co-workers and local creatives to visualize the collection. They were the first to discover, test and promote this streetwear collection to the general public.
Emerging photographer Jules Emile and stylist Vincent Van Laeken and Nathalie Klockaerts got to work with the collection and created numerous inspiring campaign images at the IKEA Gent store. Creative styling was provided by Studio Woot Woot, who added the necessary IKEA touches during the shoot. The result fresh and contemporary images that highlight the versatility and creative potential of the collection. In short, this unique shoot emphasizes the power of individuality and shows how the AURTIENDE collection perfectly matches the personal style of each wearer.
The photographer shot images of 5 IKEA employees and content creators: @angetwins, @gewooniliasman, @alexandraklj, @liselore.v & @stephantangy.
About Ingka Group
With IKEA retail operations on 31 markets, Ingka Group is the largest IKEA retailer and represents about 90% of IKEA retail sales. It is a strategic partner to develop and innovate the IKEA business and help define common IKEA strategies. Ingka Group owns and operates IKEA sales channels under franchise agreements with Inter IKEA Systems B.V. It has three business areas: IKEA Retail, Ingka Investments and Ingka Centres. Read more on www.Ingka.com.
Media enquiries
For further information, journalists and media professionals can contact us at press.office@ingka.com or by calling +46 70 993 6376.
