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

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

Ikea Canada did a photoshoot with drag queens wearing household products. Ikea Canada
Headshot of Alissa Fleck

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. In it, drag queens are draped in everything from shower curtains to laundry bags to magnets. The company collaborated with Toronto-based drag queens to construct the playfully inventive outfits.

“It’s already quite common for drag queens to make outfits out of unconventional brands, with Ikea being a go-to,” the company said. The campaign embraces this creativity and the “openness of drag culture.”

The campaign is primarily social, but includes out-of-home, digital and TV spots. Ikea worked with agency Rethink for creative and Jungle for the media buy. The furniture brand is also a sponsor of Pride Toronto this year.

@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.