Often times, clothing catalogues and advertisements go over our heads as clothes will always look good on models but may not look appealing on us, regular folks.
Which is why it’s great to see brands mixing it up with their choices of models when promoting their clothes.
IKEA Malaysia took to their Instagram account to promote their limited edition clothing, but what caught Malaysians’ eyes are the variety of models used in their promotion, including regular aunties and an uncle.
They wrote, “Up your wardrobe game (and the whole family’s) with EFTERTRĂDA. Shop for our limited-edition collection of clothes and accessories in-store now or online from 11 March. Children’s range coming in April.”
To showcase how their clothing would look like on various Malaysians from different walks of life, they utilised a variety of models from a mak cik and a pak cik to children and young adults across different races.
Malaysians particularly loved seeing how the mak cik rocked the Ikea hoodie with the utmost of confidence.
Many took to the comment section of the post to praise IKEA Malaysia for their sense of inclusivity.
With all that being said, it is truly refreshing to see how regular folks can be included to create realistic promotional material while breaking beauty standard norms.
After all, all the models in the advertisement, despite their age differences, looked equally cool and comfortable in their IKEA clothing.
Clothing and fashion entrepreneurs should definitely take this page out of IKEA Malaysia’s book.
Kudos, IKEA Malaysia!
What do you think about this? Let us know in the comment section.
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