Drag Queens Wear Ikea Umbrellas, Lamps and Laundry Bags in Pride Campaign

The 'Dräg' campaign highlights the brand's acceptance of diversity

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Every once in awhile you stumble across an ad so outlandish you wonder if it’s actually a fever dream. Ikea Canada’s recent Pride spot, which features drag queens strutting down the runway in nonclothing Ikea products, is one of those ads—but it’s very real.

The campaign is a collaboration between the furniture giant and Toronto-based drag queens.

The spot, called “Dräg,” is part of Ikea’s “Beautiful Possibilities” campaign and “continues [the brand’s] commitment to spotlighting diversity and inclusion through all its channels,” according to a company statement.

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