Drag queens transform IKEA products into runway-ready fashion for Pride.

Blog / June 22, 2018

To celebrate pride, talented drag queens crafted runway-ready outfits, not just out of clothes, but out of everyday IKEA products. The queens got resourceful, building outfits out of shower curtains, storage containers, laundry baskets, magnets, umbrellas, and more.

As an official sponsor of Pride, IKEA wanted to embrace the creativity and openness that comes from drag culture.

Building on a practice that already exists within the community – creating runway-worthy looks from unconventional items – IKEA and Rethink collaborated with 10 queens to put on the show.

This isn’t the first time that drag queens have used IKEA products in a new way. Asia O’Hara, a contestant on VH1’s hit TV show RuPaul’s Drag Race, took to the stage in a headpiece made from an IKEA lamp.

The queens were also featured in an editorial photoshoot showing off their fierce looks.

The campaign, titled DRÄG, made headlines internationally and was featured on Huffington Post Canada, Adweek and Strategy. The campaign was also shared by Asia O’Hara herself. The queens then took to social where their fierce looks were swooned over.

The campaign proved that a little pride leads to beautiful possibilities.