The IKEA craze continues, now with their own fragrance.
IKEA has become somewhat of an unlikely fashion phenomenon. The Swedish furniture store made news recently after uncanny similarities were drawn between their famous blue PVC carrier bags and this season’s Balenciaga blue tote. Since then, IKEA has been gaining a cult fashion following.
Now, the independent Swedish fragrance creator Byredo is bottling the scent of the store. The announcement of the collaboration was made via Instagram by Byredo founder Ben Gorham by posting an image along with the caption “SCALE.” The image read “IKEA to explore the importance of scents with Ben Gorham of Byredo.”
Following a press release from IKEA, there is speculation that the scent has something to do with cinnamon buns (their cafeteria is a major attraction for their customers). Much like the store itself, they are hoping that the scents they create will have something for everybody: “We’re trying to develop a ton of smells enforcing the idea that everyone has a different relationship to it, and nothing is right or wrong.” says Gorham on the subject.
