The local fashion and global interiors industries met at IKEA Belfast at the weekend to assemble an exclusive photo shoot in store.
To celebrate the launch of GILTIG, a new, limited edition collection of homewares designed in collaboration with London menswear designer Katie Eary, IKEA Belfast hosted a live fashion installation with stylist Sara O’Neill and photographer Khara Pringle and model Kristen Gillespie.
What was truly unique about the event is that Sara only used products from the collection – including tablecloths, coasters, napkins, lampshades and bowls – to create a unique look on Kristen and the overall backdrop of the shoot while customers stopped and admired the look during their shopping trips.
GILTIG is the first of three fashion-inspired collections that will be launched by IKEA from April to September that will allow customers to furnish their homes with fashion. It is an eclectic range of soft furnishings and dinnerware with fish, cat and eyeball prints at the forefront of the design aesthetic.
Further collections include GLӦDANDE by Walter Van Beirendonck, which will launch in June, and SVÄRTAN, a collaboration with Swedish textile designer Martin Bergstrom, which will launch in September.
The Limited Edition collections focus on re-invigorating interior design, and push the boundaries of what can be achieved through large-scale production in the home furnishing sphere. The new, cutting-edge collections mark the first time the retailer has merged fashion with home interiors.
Jena Magennis, Visual Merchandiser at IKEA Belfast said; “These collections are hugely exciting for IKEA, and we’re delighted to launch GILTIG with our live ‘fashion meets interiors’ photo shoot in store.
“The world of interiors can learn a lot from how fashion designers work with colours, prints, patterns and shapes. They’re constantly reinventing themselves and what they do. It is exciting to see this range come to life, and the eye-catching designs of GILTIG have certainly turned a few heads already!
“We were delighted to have one of Northern Ireland’s top stylists in Sara and photographers in Khara Pringle in store to bring their own touch of fashion to our world of interiors, an our customers enjoyed the merging of two hugely creative industries in our market hall!”
The GILTIG collection is on sale now, with GLӦDANDE following in June and SVÄRTAN in September.