This April IKEA is launching GILTIG – an eye-catching private brand collection of tableware and home textiles. It’s the result of a unique collaboration with London-based menswear designer Katie Eary.. GILTIG is a limited time collection which will be available in stores for six to eight weeks.
The first in a series of private brand collaborations between Ikea and fashion designers, Eary’s Giltig collection includes an selection of boldly patterned housewares, including dishes printed with colorful fish and cats, a cushion cover adorned with eyeballs and brains, and a cooking apron sporting blood-red dentures. In a video produced by Ikea, Eary explains that her inspiration for the collection was a cross between her younger brothers and a psychedelic, burnt-out Johnny Depp from Fear and Loathing in Las Vegas.
Eary says she jumped at the chance to design for Ikea when the company came to her seeking a way to appeal to a male audience. “I started it the way I would start any collection. I just collated loads of images, anything of everything I love in the home,” she says in the video. “I’m a print-based designer so obviously this is going to be a print-based collection.”