The wait is finally over: on Thursday, July 20, the movie dedicated to Barbie arrives in theaters worldwide, starring Margot Robbie and Ryan Gosling in the lead roles of Barbie and Ken.
The film’s arrival is also a large-scale marketing operation involving many industries, especially fashion, with an estimated turnover of around $100 million.
Margot Robbie in Chanel arrives at the premiere in New York
Since her debut in 1959, Barbie has been a fashion icon whose style has evolved over time, inspiring glamorous clothes and accessories for little girls of every generation. The film promises to keep expectations high, with fashion as the absolute star: from luxury to fast fashion, there will be pink-themed capsule collections, iconic dresses from past and current collections that have dressed Margot Robbie and Ryan Gosling during filming and in special events related to the film.
An example is the 1994 dress chosen by Margot Robbie for the publicity launch in Sydney or the Vivienne Westwood Couture look also worn by Robbie during the London presentation of the film to the press, which perfectly reproduces the Barbie Enchanted Evening dress, one of her most beloved looks.
We can’t forget the Moschino ss 2015 collection, dedicated precisely to the iconic Mattel doll by creative director Jeremy Scott, from which Margot Robbie’s stylists drew inspiration for the Barbie film’s stage outfits.
Luxury brands such as Balmain, Prada, Versace, Chanel, Pucci and Bottega Veneta appear with clothes and accessories in the film, while almost all outfits worn by Ryan Gosling are by Gucci.
Barbie in one of its most-loved outfits, “Barbie day-to-night” 1985, reinterpreted by Versace.
Fast fashion is also an active part of this marketing operation, with brands such as Zara, Primark and Oviesse creating capsule collections dedicated to the very blond Barbie and her world, in shades of pink with touches of white and glitter.
It is clear that garments and accessories are key elements of the success of Barbie and her world in pink, which for decades has continued to enchant little girls all over the world and… of all ages!