Fashion shows, parties, aperitifs: fashion week is one of the most cool moments of the year.
A week in which having evenings is a must and in which - even if what we really want is to go to bed early -staying at home makes us feel out of the coolest circles.
On the occasion of Milan Fashion Week 2020, IKEA takes the side of all those who prefer to spend their evening in the room rather than at parties, communicating that going to bed early is cool and fashion as well as going out.
In collaboration with I-d magazine we have launched an editorial campaign, showing different protagonists in IKEA bedrooms.
From the treatment to the poses, everything recalls the language of fashion, but applied to the authenticity of staying in bed.
With I-d we made several shots that were capitalized on a page of their site together with an article, where the campaign concept related to the Sleep Movement was illustrated.
This content was also shared on IKEA social channels.
Agency: We are Social
Senior Art director: Chiara Giannuzzi
Senior Copywriter: Camilla Vanzulli
Art director: Giulia De Chirico
Production company and photos: I-d Magazine
Then, to amplify the campaign message, were invited several influencers to share on their feeds
contents of their own "fashion night in", becoming the spokesperson for the concept of the Sleep Movement:
spend an evening in complete relaxation between the sheets, rest,
go to bed early and sleep well it's as cool as going out.
contents of their own "fashion night in", becoming the spokesperson for the concept of the Sleep Movement:
spend an evening in complete relaxation between the sheets, rest,
go to bed early and sleep well it's as cool as going out.
