EMMA CROYDON

I was instantly fascinated by the work of Central Saint Martin Fashion graduate student, Fredrik Tjaerandsen, whose astonishing graduate runway work went viral and won him a major award after photography and video footage of his work leaked the internet and spread rapidly. The models sent down the runway wore his bubble creations which resembled what could've been a piece of blown up chewing gum, which then released the air encased inside them as they deflated into vibrantly coloured dresses. To create the looks, Tjaerandsen used rubber sourced from a Sri Lankan company where they purchase their rubber from local rubber growers. The smooth fluidity of the dress when deflating and casually transforming into a dress was phenomenal; the runway looked effortless and wasn't like anything I have seen before. “I have constructed these pieces with an air pressure system that lets the wearer control the air-flow. Whenever the wearer wants to deflate [the outfit] they open a latch in

Ikea, my favourite furniture store of them all, has completely topped the creativity game in the market with their new campaign 'Real Life' in which they have recreated three iconic television living room sets using only their own products; the living-rooms recreated are from the popular shows 'The Simpsons', 'Friends' and 'Stranger Things'.  Ikea claim to be at the centre of the family, which is why they picked the living-rooms of the most iconic and beloved families on television, so iconic that we can instantly recognise the setting at first glance.  Being almost spot-on with their recreations, Ikea have utterly impressed me and I was obsessed with the idea as soon as I saw it on my Instagram feed. In my opinion this is something that is simply innovative, especially for a furniture brand that is often seen as simplistic and basic. They have amazed thousands of fans out there with this imaginative and disruptive idea. Why do I like this idea so much?