Ikea Dubai released a limited edition of its famous blue Frakta bag. This one includes instructions about how to use the bag in other ways.
Limited edition sold out quickly
Not only are there additional instructions, it also has dotted lines on the bag itself as an indication where to cut if the consumer wishes to alter the bag’s use. Some alternatives are a skirt, a bib or even a vest for a cat or dog. The limited edition bag proved very popular and sold out within a week, but Ikea promised to manufacture additional bags.
There are two sides to Ikea’s promotional campaign: first of all, it is an extreme example of the Swedish company’s sustainability strategy, but it is also a nod to fashion brand Balenciaga. That brand released a bag that looked very much like the Frakta bag, but with a hefty price tag. The internet reacted hilariously, with numerous of other uses for the actual Frakta bag appearing all across social media.
