IKEA's Frakta Bag Recast as Fashion Icon in New Campaign Shot by Matarazzo Photo
IKEA has initiated a campaign that showcases the Frakta shopping bag, utilizing fashion-style photography by Matarazzo Photo to offer a fresh perspective. This initiative emphasizes the bag's consistent identity while altering public perception, reflecting a larger design movement that elevates everyday items through creative styling. The Frakta bag, notable for its form and color, holds significant cultural value. Its origins trace back to the 1960s when IKEA's founder Ingvar Kamprad, alongside assistant Sten Lundén, designed a robust bag for transporting small furniture. The blue FRAKTA, capable of carrying up to 50 kg, has become a brand emblem, with production numbers reaching into the hundreds of millions. Designers such as Rolf and Mette Hay and Virgil Abloh have further reimagined it, solidifying its iconic status.
Fatti principali
- IKEA's new campaign recontextualises the Frakta shopping bag through photographs by Matarazzo Photo, treating it like a fashion accessory.
- The bag's blue and yellow colours, shape and functional nature are left unchanged; only the context and perception shift.
- In Swedish, FRAKTA means 'to transport'.
- The Frakta story began in the 1960s at IKEA's large store in Kungens Kurva, Stockholm.
- IKEA founder Ingvar Kamprad and assistant Sten Lundén identified the need for a large, sturdy, easy-to-carry bag.
- A supplier in Taiwan was found; the bag was designed to hold up to 50 kg and made of polypropylene, already used for rice sacks.
- The first version was yellow; the blue FRAKTA emerged from a two-bag system with one free in-store bag and one low-priced bag to take home.
- Production later reached hundreds of millions of pieces.
- Since 2016, IKEA designers have created alternative Frakta versions; Danish designers Rolf and Mette Hay made variants for the YPPERLIG collection.
- Virgil Abloh, founder of Off-White who died prematurely in 2021, created a Frakta reinterpretation that helped turn the bag into a cult object.
Entità
Artisti
- Ingvar Kamprad
- Sten Lundén
- Rolf Hay
- Mette Hay
- Virgil Abloh
Istituzioni
- IKEA
- Matarazzo Photo
- Off-White
- InsideArt
Luoghi
- Kungens Kurva
- Stockholm
- Sweden
- Taiwan