Team IKEA has been making waves again, spreading the word about another IKEA icon – announcing the news that the brand has released a twist on its famous blue FRAKTA bag.
Ahead of International Day Against Homophobia, Transphobia and Biphobia and Pride month in June, IKEA created a special rainbow version – STORSTOMMA. One hundred per cent of profits from which are to be distributed to support local LGBTQ+ initiatives, charities and causes chosen by IKEA stores across the UK and Ireland.
We got to work sharing the news with some of our key media contacts, and it’s fair to say they loved the new twist on the FRAKTA.
Coverage started to roll in with hits across the lifestyle titles with the likes of Metro, Ideal Home and OK! Magazine (amongst oh so many others).
Then came pieces across the hype and trends titles with the likes of HypeBeast, HYPEBAE, High Snobiety, DesignBoom, Dezeen, and GScene, before we got a whole host of regional coverage across the country.
To spread the word even further, we got two of our favourite contestants from RuPaul’s UK Drag Race involved, with Cheryl Hole and Blu Hydrangea posting about how they were styling their new STORSTOMMA bags.
