When Off-White founder Virgil Abloh speaks, in his signature quotation marks of course, fashion fans sit up and listen.
And his new collaboration with Swedish homeware giant Ikea is certainly getting the conversation going.
Abloh, who is also artistic director of menswear at Louis Vuitton, has designed a 15-piece collection named Markerad, which focusses on the essential pieces young people leaving home for the first time need.
Created alongside Ikea’s creative leader Henrik Most, the collection features a clock, chaise longue that could double as a couch or a bed, chair, table and green rug that has been made to look like freshly cut grass.
However, we have a feeling fashion fans will side-step the functional element of each design and will want to get their hands on them regardless.
“I want each item to bring people a sense of pride, and I want the great design to be the biggest reason why you get it,” Abloh says of the collection. “It’s about elevating the anonymous, everyday icons that we use without noticing. When we put a doorstop on one of the legs of an ordinary chair we create something unexpected – an interruption.”
And that’s not the only “interruption”. For the first time in its history, Ikea has also altered its logo to coincide with the launch.
In celebration of Abloh‘s iconic use of quotation marks throughout his work, the furniture giant has followed suit by capping its bold yellow logo in huge quotation marks on the front of IKEA’s Wembley location in the UK.
The altered logo will remain throughout the launch weekend, and we predict queues around the block as people scramble to get their picture taken with it in the background.
For those of us based in the region, the collection is also on sale at Ikea stores in Dubai and Abu Dhabi. Ready, steady, scramble to buy it before it sells out!