Today drag has an unprecedented mass cultural appeal. Reaching far beyond traditional queer venues and audiences into the mainstream, it has evolved into a booming industry worth millions of dollars.

Drag is art, politics, lifestyle and entertainment all in one. Yet, studies examining its market value as a product, brand or consumption practice remain scarce. This interdisciplinary collection fills that void, exploring the intersection of drag and markets.

Written by an international group of scholars exploring cases from Europe, Asia and the US, this will be a key resource for anyone curious about drag’s social, political and economic impact.

“Drag’s commercial crossover raises complicated questions about what happens to gendered performance, bodies, and queer politics under the marketplace's embrace. This much-needed volume addresses them with charisma, uniqueness, nerve, and talent.” Joshua Gamson, University of San Francisco

Mikko Laamanen is Research Professor at Consumption Research Norway, Oslo Metropolitan University.

Mario Campana is Senior Lecturer in Marketing at the School of Management, University of Bath.

Maria Rita Micheli is Associate Professor in Strategy at IESEG School of Management.

Rohan Venkatraman is Lecturer in Marketing at the Birmingham Business School, University of Birmingham.

Katherine Duffy is Senior Lecturer in Marketing at the Adam Smith Business School, University of Glasgow.