Drag is at the forefront of a new Toyota campaign.
When talking about drag, we’re already accustomed to many a racing pun thanks to RuPaul’s Drag Race, but some of the UK’s finest drag stars are now also getting behind the wheel.
As part of Toyota Aygo’s New ‘Go Your Own Way’ campaign, four UK drag artists were let loose with full creative licence to come up with the look and feel of their very own photo-shoot. The campaign is all about bringing fun and freedom to the everyday and letting people express their personality through their car.
Three of the queens worked with award-winning fashion photographer Kristian Schuller to create individual poster campaigns, whilst a further art installation is due to be unveiled in the coming weeks.
The queens who were treated to the cover star feature were Stella Meltdown, Le Fil, Alfie Ordinary and Liquorice Black. Each queen was chosen due to the way they express themselves through their art.
So, what did they chose for their cover photo? You can see the results below but Manchester’s very own Liquorice Black went for her trademark monochrome look matched up with the role of a sultry movie star of the 1920s, Stella Meltdown took on the “It” girls of the noughties, and Alfie Ordinary went for an abundance of glitter and happiness. Le Fil will be part of the upcoming art installation which will explore sculpture, music, and dance.
Expect to see plenty of the quartet over the next coming months, as they will be featured on a variety of Toyota advertisements.
Not only that, but each queen will appear in their very own documentary short. The films are directed by Ben Addelman, whose work has been screened at the Sundance, Edinburgh and Durban film festivals. You can see the first short, which focuses on Stella Meltdown, below: