Creative Director | Portfolio
Creative Director | Portfolio
IKEA believes in affordable design for the many people but when it comes to our pets, they’ve been getting a ruff deal. We decided to change this by launching HUND COUTURE, a collection of haute couture outfits for hunds - that’s Swedish for dog. Made using one of IKEA’s most affordable items, the iconic $1 FRAKTA bag, HUND COUTURE has three key looks that anyone can make at home.
Playfully launching on April Fools’ Day we got tongues, and tails, wagging. People thought we were kidding, even other brands thought we were pulling their legs. But design is no joke, darling. We made the patterns and instruction manuals open-source for everyone to use, proving that IKEA takes affordable design seriously, even on the silliest day of the year. Woof.
Life can be RUFF as a dog, but not in this HUND COUTURE outfit. “A water resistant raincoat, but make it fabulous” was the mantra behind this masterful design. With ruffles that are runway ready it’s sleek, chic and absolutely WOOF.
This HUND COUTURE look means business. Featuring a shirt-style pocket for storing treats and important contracts alike, the detachable collar piece makes it easy to go from work to play. Let everyone at the dog park know who’s boss.
Swedish design meets an Australian icon. This HUND COUTURE outfit features an optional frillneck headpiece complemented by a belted, tailored coat. This look is sure to have your hund strutting down the sidewalk feeling fetch.