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IKEA UK launches 'Storage is Sexy', a dating show where singles are judged on their PAX wardrobes

Writer: Thea Chippendale
Thea Chippendale
2 days ago
2 min read
Two women talk beside an open wardrobe packed with colorful clothes, books, and shoes, in a bright studio with handwritten notes.

Key Takeaways

  • IKEA UK has launched Storage is Sexy, its first dating show, created by Mother.

  • Hosted by Charley Marlowe, the show asks singles to reveal their PAX wardrobes so a potential date can choose based on how they organise their clothes.

  • Episode one follows Dani, a motorcycle designer, and episode two follows Kajal, a doctor, each choosing between three singles.

  • The episodes are available to watch now on YouTube, with the show announced on 2 October 2026.

Forget first impressions. IKEA UK thinks the real test of compatibility is behind a wardrobe door.


Storage is Sexy is IKEA UK's first dating show, made by Mother and built entirely around the PAX wardrobe range. Singles do not get to charm anyone with small talk. Instead, their wardrobes do the talking, and the person looking for love picks a date based on what is inside. It is a branded content format where the product is not placed in the show; it is the show.


Smiling woman in dark teal outfit stands on a yellow stage with arms open in front of a closet-style backdrop.

Each episode follows one person looking for a match and three singles hoping to be chosen, with their PAX wardrobes offering the first glimpse into who they are and how they live. As the singles reveal what is behind the doors, the chooser considers their style, their approach to organisation and what their storage might say about their personality, before deciding who they would like to date. Guiding them through the process is Charley Marlowe, best known as the narrator of dating series I Kissed a Girl.


The first episode introduces Dani, a motorcycle designer with an eye for detail, while the second follows Kajal, a doctor who has firm views on wardrobe organisation and believes that someone who can plan a wardrobe can also plan a life. Across both, the series plays with the idea that being organised can be an attractive quality in a potential partner, giving the contents of a wardrobe a role usually reserved for a dating profile.


Available on YouTube, the series was directed by Chris Faith and produced by Faithful Hound, with editing by Andy Phillips at The Chophouse. Sound design came from Ed Downham at King Lear, with music by Amy McKnight at Holy Wax and post production by Wash.



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