The Point.1888 to manage licensing for Art of Drag in the UK

Since establishing itself as a stand-alone business last year The Art of Drag has enjoyed great success – including the recent announcement of a stationery range in Rymans for Pride 2024 and a cosmetics range in the US.

Now, ahead of BLE 2024, The Art of Drag has appointed The Point.1888 to represent the brand in the UK on a consultancy basis, during which it will deliver a strategically informed, retail focused brand extension programme. Founded in London in 2014, The Point.1888 deploys retail-focused brand extension strategy to identify gaps at retail and fill them. This approach delivers sustainable revenue and increases brand awareness, consumer touch points and brand love.

The Art of Drag takes famous artworks featuring cultural female icons and replaces them with beautylicious drag artists. The brand is playful, funny and ever-so slightly subversive. Just like the queens featured in the artwork – each one is a masterpiece

Previous and existing UK partners for the brand include Boohoo.com and Flame Tree and with drag firmly entrenched in the mainstream, Art of Drag is now ready to extend into new categories and services.

Katie Wilkinson, Commercial & Strategy Director at The Point.188 says “We’re thrilled to be working with such a witty, appealing and distinctive brand – one that we are certain will build a very strong and lasting presence very quickly in many retail categories. It’s exciting to be working with such a unique IP which is so of the moment.”

Soula Zavacopoulos, founder of art licensing and design studio The London Studio, which developed the brand – and now also Director of Art of Drag Limited – says: “Everyone at The Point.1888 comes from, and is fully immersed in, the world of licensing and brands and consistently delivers market-leading, long-term and sustainable new products into retailers. The Point.1888 team is both enthusiastic about Art of Drag and confident about its potential in multiple retail categories. We’re really looking forward to working with them.”