Ikea has thrown some playful shade on Doja Cat’s infamous Met Gala towel ensemble by introducing its own version—the DÖJA Towel dress. The Swedish retail giant ingeniously transformed the buzzworthy moment into a marketing coup, showcasing its sense of humour and creativity.
Doja Cat’s avant-garde towel attire at the prestigious Met Gala 2024 sent the internet into a frenzy, with opinions ranging from admiration to confusion. Some keen-eyed observers couldn’t help but draw comparisons between her unique Vetements creation and the humble Ikea towel. Seizing the opportunity to join the conversation, Ikea UK unveiled its own take on the trend.
With a tongue-in-cheek Instagram post, Ikea UK introduced the latest addition to its product line-up. The post featured a series of images showcasing a model strutting through an Ikea store, decked out in a bath towel fashioned into a dress. Complete with a giant care tag bearing the label DÖJA and a playful cat icon, the ensemble perfectly captured the essence of Doja Cat’s Met Gala look.
But the fun did not stop there. The photos showcased the towel-clad model as she roamed the aisles of an Ikea store. From perusing the bath department to indulging in the store’s famous meatballs, the model did everything you can think of in that towel dress.
The model wearing the ‘DÖJA Towel’ dress.
An Instagram user wrote, “The marketing team works FAST.” Another user commented, “Nicely done IKEA.” A third user said,”Well played @ikeauk ????????????????.” And a fourth wrote, “ IKEA channelling their inner @dojacat.”
So, whether you’re in need of a stylish towel or a good laugh, the DÖJA Towel dress is sure to make a statement—without breaking the bank.
