Ann Summers has found an unusual way to join the conversation surrounding Wicker, the new fantasy romance starring Olivia Colman and Alexander Skarsgård. Rather than simply making a joke about the film's woven leading man, a social media post suggests the British retailer has involved a real basketmaker in its Wicker-inspired content.
The idea is a fitting response to a film in which basketmaking is central to the story. Although the identity of the artisan and the details of the reported Ann Summers collaboration have not been independently confirmed, the concept has an obvious appeal: bringing a fictional craft into the real world.
Why is everyone talking about Wicker?
Directed by Alex Huston Fischer and Eleanor Wilson, Wicker follows an ostracised fisherwoman, played by Olivia Colman, who commissions a local basketmaker, portrayed by Peter Dinklage, to create her ideal husband.
The result is Alexander Skarsgård, transformed into a remarkably handsome man made from woven material. Adapted from Ursula Wills-Jones' short story The Wicker Husband, the film combines unconventional romance with questions about relationships, desire and society's expectations.
Its unusual premise has already attracted attention beyond cinema. As the BBC reported, the film's trailer prompted jokes, memes and considerable interest in its unconventional romantic lead.
Even IKEA joined the conversation, promoting wicker furniture as being made from "husband material". Ann Summers' reported approach takes that same cultural reference in a different direction, putting the emphasis on the person doing the weaving.
There's a fascinating detail behind the film's wicker husband
Perhaps surprisingly, Skarsgård's striking appearance was not achieved by simply wrapping him in real wicker.
According to Entertainment Weekly's interviews with the special effects team, New Zealand's Wētā Workshop spent approximately 18 months developing his elaborate costume.
The finished design consisted of around 50 interlocking components. Much of the woven appearance was created through digitally designed, 3D-printed prosthetics, individually painted to reproduce the subtle variations of real basketry. Traditional weaving techniques were also incorporated, particularly in the character's hair.
That makes the reported use of a traditional basketmaker in Ann Summers' content an interesting contrast. While the film relied on advanced technology to make its fictional husband convincing, the retailer's apparent tribute puts an actual craftsperson at the centre of the idea.
With Wicker opening in US cinemas on 23 October and arriving in UK cinemas on 30 October, its influence on advertising and popular culture is already visible. Whether the Ann Summers creation becomes another memorable example will depend on what further details emerge about the project and the artisan behind it.
