Story thread · 2 reports / 2 sources

Why are brands suddenly all about wicker on social media?

fastcompany.com · 21hShare

It’s never been a better time to be in the wicker business. Brands are leaning into the woven art form as a forthcoming movie has people asking “What if a basket could be a sexy man?” The film, Wicker, which dropped its first trailer in early August, stars Olivia Colman as a lonely fisherwoman who commissions a husband to be made out of wicker. That husband is Alexander Skarsgård, who, despite being made out of wicker, begins a passionate relationship with his human wife. The art-house twist on romantasy already has people online dubbing it “50 shades of hay.” It’s also spurring bands to lean into people’s newfound interest in wicker, spotting it as an opportunity to tap into a cultural moment. A match woven in heaven Rachel Karten, the author of the popular newsletter Link in Bio , noted on X that the viral momentum around the film can be a “big opportunity for any brand that sells wicker furniture right now.” Take Ikea’s latest social media campaign. On its official US Instagram page

First report: The cursed story of ‘The Wicker Man’ has a new tragic chapter — nme.com, 1d