If you usually associate a smart Saville Row suit with neutral colours such as navy, black or grey, then it's time to think again. Because distinguished tailor William Hunt has teamed up with everyone's favourite furniture store Ikea to create a number of limited edition suits featuring the Swedish retailer's prints. The one-of-a-kind hand-crafted suits have been made using the store's SOFIA, ROSENRIPS, NEDJA and KUNGSLILJA prints, which mirror existing Ikea homewares products including POANG chairs, STOCKSUNDT sofas and bedding.
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The unexpected partnership came about after Ikea found that one in four Brits don't have the courage to express their personalities in their homes. A survey found the main reasons for this were not knowing how to include colour and patterns that suit their style (59%), not knowing what is on trend (21%), being worried about what other people will think (10%) and being too nervous to express their personality (6%) being listed.
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The retailer confirmed that it is seeing continued demand for white and beige products, and in the survey customers named these neutral tones as the most likely colours they buy for their home (82%). Most said that fashion is the way in which they express themselves and their personality, but Ikea is on a mission to encourage us to do the same with our homes, too.
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Carol McSeveny, Textiles Leader, IKEA UK & Ireland said: "We're seeing an increasing number of people playing it safe when it comes to decorating and furnishing their home. But, when the home can act as a canvas for self-expression, why keep things beige and boring? People use fabric in fashion to show off their personality and we want people to replicate this in their home through textiles."
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And there's good news for those too nervous to splash the cash on such daring outfits – each suit is available to win in an online competition. And those not lucky enough to get their hands on a prize can work out which suit design will match their personality best, thanks to Ikea's handy online quiz.
