It’s never been a better time to be in the wicker business. Brands are leaning into the woven art form as a forthcoming movie has people asking “What if a basket could be a sexy man?”

The film, Wicker, which dropped its first trailer in early August, stars Olivia Colman as a lonely fisherwoman who commissions a husband to be made out of wicker. That husband is Alexander Skarsgård, who, despite being made out of wicker, begins a passionate relationship with his human wife.

The art-house twist on romantasy already has people online dubbing it “50 shades of hay.”

It’s also spurring bands to lean into people’s newfound interest in wicker, spotting it as an opportunity to tap into a cultural moment.

A match woven in heaven

Rachel Karten, the author of the popular newsletter Link in Bio, noted on X that the viral momentum around the film can be a “big opportunity for any brand that sells wicker furniture right now.”

Take Ikea’s latest social media campaign. On its official US Instagram page, the furniture company posted an image of a wicker chair alongside the phrase “husband material.” The post was captioned, “We’ve got plenty of husband material. Be honest…how many times did you watch the trailer?”

The Australian Ikea page posted a similar photo, with a wicker bench next to the phrase “made from husband material.”

But even for brands who don’t traffic in wicker are taking the opportunity to tap into the moment. “What we’d do to clean that chair,” the official Scrub Daddy Instagram page commented on Ikea’s post. Sephora joined in with a double entendre of its own: “We’d love to sit on that.”

Even some more surprising institutions, like the New York Public Library, have decided to get in on the joke in a more family-friendly way. The NYPL’s instagram, for instance, posted a carousel of books about basket weaving. The cover images reads, “For Readers Suddenly Interested in Baskets (For absolutely no reason at all).”

While brands and companies trying to cash in on social media trends doesn’t always land, it seems users on social media are welcoming the wicker posts.

“Brilliant job nypl socials handler,” a user said on the NYPL’s Instagram. Another user commented on Ikea’s post saying “Well done Ikea.”

Time will tell if wicker-mania will continue through the film’s Oct. 23 limited release date, or its wide release on Oct. 30.