Everything's pink: How Barbiecore fashion has fueled a movie's buzz
pink.Barbiecore outfits, focused on the doll's signature color, are dominating the fashion scene for a second straight year, helped by Mattel Inc's all-out marketing blitz to build buzz for the "Barbie" movie that debuts in theaters on Friday. There are Barbie sneakers, Barbie backpacks, Barbie swimsuits, and Barbie hoodies for your dog. There are rhinestone-studded water bottles, neon yellow roller blades with pink wheels — and much more.
«There is not a corner of the globe that hasn't turned pink,» Richard Dickson, Mattel's president and chief operating officer, said in an interview. Couture designer Valentino kicked off the recent pink wave by dressing models in head-to-toe fuchsia for a March 2022 runway show. That sent celebrity stylists scrambling to find looks in the can't-miss color.
A few months later, photos showed Barbie movie star Margot Robbie on set in a hot pink Western jumpsuit. The «campy style» went viral at a time when Western wear and sparkly Y2K fashions were trending, said Madeline Hirsch, news director for InStyle. It also coincided with many people returning to offices after COVID-19 lockdowns.
«People were craving joy, color and new clothes to wear out again, and the effervescent appeal of Barbie was easy to latch on to,» Hirsch said. As the style took off, fashion magazines chronicled celebrities from Kim Kardashian to Harry Styles in bright Barbiecore outfits.PINK GLITTER POPCORN Barbie is one of Mattel's top three brands. The toymaker trademarked the term Barbiecore in 2022 and partnered with companies such as high-end French designer Balmain, jewelry maker Kendra Scott and loungewear company Barefoot Dreams.
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