Swedish furniture retailer IKEA delving deeper into home fashion.
Yes, you heard that right.
The company collaborated with designers Katie Eary and Martin Bergström to create two collections that were displayed during a fashion show on Tuesday as a part of Milan Fashion Week.
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The show, which was live streamed on IKEA's YouTube page, featured prints from Bergström's collaboration on models dancing around the stage.
È iniziato lo spettacolo @IKEAITALIA @cosebellemag #IKEAfashion pic.twitter.com/7u7RtCbQMP— lucia ia ia o (@luciaiaiao) September 29, 2015
Bergström’s SVÄRTAN, which was inspired by modern India, features bed sheets, rugs and glassware using shades of black, white and grey.
SVÄRTAN gets its name from its colour – or really the lack of. #SVÄRTAN means blackness in Swedish, and the collection only uses shades of black, white and grey. Designed by Martin Bergström (@fruktochform) it explores everyday #India – the things that the eyes don’t see at first – and tries to capture the poetry in the plain-looking. It draws its inspiration from interesting patterns found on distressed walls and in the dangling cables hanging over the streets. Launching next week at #IKEAtemporary in Milan. #IKEA #ikeatoday #MilanFashionWeek #design #fashion #collaboration A video posted by IKEA Today (@ikeatoday) on Sep 27, 2015 at 8:02am PDT
#ikeafashion #ikea #interior #grey A photo posted by Sari (@sardegram) on Sep 29, 2015 at 11:20am PDT
Eary, who is known for her eclectic, bright menswear designs, created a modern textile-based collection for men called "Giltig."
Her products first came on stage in the form of eyeball masks.
Wir sitzen gerade unter freiem Himmel in Mailand und sind begeistert: Ikea goes Fashion #ikeafashion #ikea #petraslieblinge A photo posted by Petra Magazin (@petra_magazin) on Sep 29, 2015 at 11:17am PDT
The full line includes colorful aprons, shopping bags and dinnerwear.
Materia, movimento e colore per una delle nuove collezioni disegnata da Katie Eary #IKEA #IKEAfashion #IKEAtemporary #cosebellemag #designlover #fashionshow #newcollection #mfw15 #milanofashionweek A video posted by @cosebelle_magazine on Sep 29, 2015 at 11:10am PDT
#IKEAfashion #katieeary A photo posted by @souri_caraguata on Sep 29, 2015 at 11:08am PDT
#ikea tomorrow #livestream @ikeatemporary @ikeatoday @ikeauk A photo posted by Katie Eary (@katieeary) on Sep 28, 2015 at 7:06am PDT
Eary’s collection will be available in the U.S. for spring 2016 season while Bergstrom’s will be released in fall 2016.
You can watch a behind the scenes video with Eary below:
IKEA did not create a clothing line, but enlisting fashion designers conveys the company's interest in more trendy, chic pieces. A little more impressive than that dresser you spent five hours assembling, right?