• 02-JUN-2017



IKEA is exploring how fashion can help people be who they are by collaborating with fashion activist Bea Åkerlund. Together, they are creating a boudoir collection that brings instant, unexpected glamour.

Clothes are a big part of how each of us expresses our personality. So IKEA wondered how to bring that idea into solutions for displaying clothes, jewellery, bags and accessories.

Who better, then, to collaborate with than the stylist for such celebrities as Madonna, Beyoncé, Katy Perry, Lady Gaga, Rihanna and Fergie: Bea Åkerlund. Working with this “fashion activist” is giving IKEA a chance to try something new while creating a walk-in closet feeling with colourful, contemporary wardrobe solutions.

“It is fashion for the home. And it’s fashion as a home,” says Karin Gustafsson, Creative Leader for the upcoming collection. “We wanted to explore what it means to be glamorous and show that IKEA can have a rock n’ roll look that is affordable.”

Hello, Hollywood!
Bea is known for her unique sense of style, her passion for individuality and her guts. Large glass hats, red lip-shaped pillows, a B-shaped lamp and a 3D-printed hand for decorative jewellery display are just a few of the OMEDELBAR ingredients — all items that represent Bea.

Her signature stamp, red lipstick and personal mantra, 'BWHO YOU ARE', served as initial sources of inspiration for the collection.

“BWHO YOU ARE is about embracing yourself, no matter what the world thinks of you,” Bea says. “It's about individuality and creativity — two important cornerstones to OMEDELBAR.”

Have fun being you
You could say OMEDELBAR is about showing off and celebrating your personality. Karin describes the pieces as ”candy to your home,” which let you be you and share it. ”It's a collection that allows for not taking life so seriously,” Bea says. ”I want people to have a little fun in their lives.”

OMEDELBAR collection will be available for a limited time starting in March 2018.


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    Product Development, Design, Production and Supply
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