Photo credit: IKEA SINGAPORE

Win IKEA’s new EFTERTRÄDA collection with your grandparents

Stand a chance to win IKEA’s new EFTERTRÄDA collection.

Ardini Insyirah

All smiles and giggles especially when there’s music.

Published: 17 December 2020, 12:29 AM

If you think you’ve seen all of IKEA’s quirky marketing, think again.

IKEA is holding a giveaway for EFTERTRÄDA, their first clothing and accessories line. The designs were made to spice up any outfit, even your grandmother’s.  


The barcode motif is a nod to their best-selling product, the BILLY Bookcase. PHOTO CREDIT: IKEA SINGAPORE



EFTERTRÄDA is a limited collection that takes on a simple and minimalist approach, similar to their home furnishing style. The collection includes t-shirts, hoodies, bath towels, water bottles and more. These will be available online and in-stores from Dec 17. 

A week before the announcement of the contest, IKEA shared pictures of elderly people rocking its new clothing and accessories line.


Imagine your grandma doing laundry looking this stylish. PHOTO CREDIT: INSTAGRAM/@ikeasingapore


I aspire to be this cool when I grow older. PHOTO CREDIT: INSTAGRAM/@ikeasingapore


These pictures received a lot of positive engagement online. With over 166 comments on Instagram and 108 comments on Facebook, netizens showed love towards the campaign, which they described as “brilliant” and a “sick drop”. 




To participate in the contest, all you have to do is:

  1. Upload an Instagram photo of any of your family members in the most ‘hypebeast’ style.
  2. In your captions, mention the EFTERTRÄDA piece that would complete your look.
  3. Ensure your accounts are public and tag @ikeasingapore as well as #IKEAStyleForAll.

The contest ends on Dec 22 at 11.59pm. Get your artistic caps on because the most creative entry takes the win!

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