1 APRIL 2021 

For the IKEA 2021 April Fools Day concept, I briefed and worked with creative agency CHE Proximity to come up with an idea that incorporated what we knew worked best on our social channels: something simple, something that was iconically IKEA, and something that included animals.

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Introducing HUND COUTURE.

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Made using one of IKEA’s most iconic items, the $1 FRAKTA bag, HUND COUTURE comprised three key looks that anyone can make at home -

the FRILLNECK, RUFFLE and BUSINESS.