This summer, a burst of pink is taking over retail fashion outlets everywhere.
Outfits inspired by Barbie’s iconic colour – pink, are making a splash in the fashion world for the second year. This resurgence is propelled by a massive marketing campaign from Mattel Inc., the company behind Barbie, in preparation for the Barbie film, which hits cinemas this Friday.
You will find Barbie sneakers, Barbie rucksacks, Barbie-themed swimwear, and even Barbie clothing for dogs. The selection extends to rhinestone-studded water bottles, neon yellow rollerblades with pink wheels, and much more.
“Every nook and cranny of the world has been tinted pink,” stated Richard Dickson, the President and COO of Mattel.
Couture designer Valentino set the recent pink trend rolling by showcasing models in vibrant fuchsia attire during a March 2022 runway show, which sparked a frenzy among celebrity stylists to incorporate this unignorable colour.
A few months onward, photos of Margot Robbie, the star of the Barbie movie, in a vibrant pink Western jumpsuit on set caught the public eye. This outlandish style quickly caught on, aligning with the resurgence of Western wear and glittery Y2K trends, said Madeline Hirsch, news director for InStyle.
This fashion wave also coincided with the post-COVID-19 return to workplaces.
“People were yearning for joy, colour, and new clothes to venture out again. Barbie’s bubbly allure was an easy fit,” added Hirsch.
As Barbiecore fashion gained traction, celebrity sightings in these vivid outfits, from Kim Kardashian to Harry Styles, were featured in fashion magazines.
PINK GLITTER POPCORN
Barbie ranks amongst the top three brands of Mattel. The toymaker registered Barbiecore as a trademark in 2022, forming partnerships with high-profile companies such as French designer Balmain, jewelry brand Kendra Scott, and loungewear firm Barefoot Dreams.
In 2023, over 100 partnerships tied to the film were formed, resulting in products ranging from a $20 Barbie T-shirt from Old Navy to a $1,550 sweatshirt flaunting the Balmain logo in the Barbie font.
Mattel also expanded into non-fashion-related items, such as a picture-perfect pool float from Funboy and a pink Microsoft X-box gaming console set within a three-story Barbie Dreamhouse.
The Barbie theme has even reached the food sector, with a Barbie-inspired ice cream flavour and a Barbie-themed burger with pink sauce available at Burger King in Brazil.
Robbie has been seen sporting Barbie-themed attire during the movie’s promotional tour, even toting pink suitcases at Sydney airport.
However, according to Hirsch, Barbiecore isn’t just about the colour pink. “Envisage maximalist colour combinations – aqua, purples, and yellows,” she suggested. Ryan Gosling, playing Ken, has been seen in outfits adhering to this colour scheme.
The Barbiecore trend appears to stimulate interest in the Barbie movie from Warner Bros. Women are planning to don Barbie-inspired attire for screenings, and theatres offer special events to draw ticket buyers.
According to president and CEO Rich Daughtridge, Warehouse Cinemas based in Maryland has sold out its Thursday night “Malibu Beach Party” screenings featuring pink cocktails served in flamingo floaties. Those who bring a Barbie, or dress in Barbie or Ken attire, receive a complimentary popcorn upgrade featuring strawberry powder and edible pink glitter.
Box office analysts expect Barbie to outperform its main competition this weekend – Christopher Nolan’s drama “Oppenheimer,” centred on the creator of the atomic bomb.
The estimated grossing for Barbie at domestic theatres from Friday through Sunday ranges from $80 million to over $150 million. This is expected to exceed the $55 million in U.S. and Canadian ticket sales from Tom Cruise’s most recent “Mission: Impossible” film the previous weekend.
Jeff Bock, a senior box office analyst at Exhibitor Relations Co., predicts moviegoers will likely share their Barbiecore fashion on social media, fostering further interest in the movie.
“We are potentially looking at an impact that we can’t even begin to imagine,” Bock stated.
The Barbiecore fashion trend has infiltrated every corner of pop culture. From the vibrant hues of clothing racks to the food industry and even the gaming world, Barbie’s signature colour, pink, has left an indelible mark. As the Barbie movie hits theatres, this trend appears to drive up ticket sales and create considerable buzz. The impact of this pink revolution extends far beyond clothing; it’s shaping an experience and creating unforgettable moments for fans worldwide. Whether this trend will persist beyond the film’s release is unknown, but the world is now happily draped in Barbie’s hues.
