Barbiecore is back and stronger than ever: It’s a world of Barbie out there | Hollywood

Quiet luxury has settled into the Hamptons for the summer. In its place is an explosion of pink, spandex, faux tan and bleached blonde hair. As Greta Gerwig’s highly anticipated Barbie movie, starring Margot Robbie and Ryan Gosling, hits theaters on July 21, the iconic doll’s favorite shade – pink – is everywhere. Read also : Bhumi Pednekar enters her “Barbie era”; Pakistani actress Hania Aamir joins the trend with Diljit Dosanjh’s song

It’s all about Barbiecore

Barbiecore is back and stronger than ever. Pink everywhere last year, following Valentino designer Pierpaolo Piccioli’s stepping out of the hot hue on the catwalk in March 2022. It captured the zeitgeist, as consumers were freed from pandemic restrictions and shed their summer clothes. relaxation. The “dopamine bandage” – outfitting yourself to feel as good as it looks – took hold.

The economy has since darkened, and the mood has changed. Prints became more subdued and the silhouette shifted from midi dresses to more form-fitting styles. Well-cut classics, quality basics and muted colors are in demand for both men and women. Think cashmere instead of Barbie’s handsome Ken.

all pink all

But with the frenzy surrounding the film, consumers are rediscovering their love of bright colors, as well as the prints that costume designer Jacqueline Durran chose to dress Barbie. Add to that the fact that many of Barbie and Ken’s outfits are reminiscent of the ’80s and ’90s, with this latter era refusing to enter the fashion graveyard, and the Barbiecore hashtag has racked up over 500 million views on TikTok. .

Barbie trending on social media

Searches including the term Barbie have increased by 271% in the last two months compared to the previous period on the fashion platform Lyst. Searches for “gingham pieces” increased by 72%.

It helps that the film’s release and pre-launch marketing blitz coincided with the start of summer, when many people are thinking about their vacation wardrobes. A bout of warm weather on both sides of the Atlantic encouraged consumers to shop for summer staples. And what better way to go to the beach than a retro pink two-piece?

Barbie at the top of the mansion

For Barbie maker Mattel Inc., the film means a lot – primarily boosting sales of Barbie dolls and accessories. Demand for all toys has skyrocketed during the pandemic, but the industry has cooled with the lifting of lockdown rules and inflation and economic malaise. But film quality matters more broadly to the consumer sector. Mattel has partnership agreements with more than 100 companies.

You can buy Barbie clothes and accessories at retailers such as Gap Inc. and Primark from Associated British Foods Plc, the discount retailer expanding into the United States, and you can find Barbie cosmetics at the NYX mass market. of L’Oreal SA. There are Barbie dog coats, rugs and roller skates. As part of a special promotion, you can book a stay at Barbie’s Malibu DreamHouse, a multicolored mansion, on Airbnb Inc. And Birkenstock is also getting in on the act, with an appearance in the film.

Aldo Group Inc.’s shoe collection is the most sought-after Barbie collaboration right now, according to Lyst. Given that the Barbie bandwagon – or rather the pink Chevrolet convertible – has come to town since photos of Robbie and Gosling rollerblading in Venice Beach leaked a year ago, it’s no surprise companies want to get on board.

Quirky collaborations, such as with Crocs, whose own aesthetic blends well with that of Barbie, create a buzz. But the huge marketing effort from Mattel and Warner Bros. Discovery Inc. has a multiplier effect. That means more for your Barbie buck.

As companies attempt to navigate the culture wars, film has also found its footing.

Barbie embraces diversity

There’s something wholesome and nostalgic about Barbie, but the feminist narrative makes her more relevant to today’s audience. In her world, Barbie characters are presidents, doctors, and lawyers. Ryan Gosling’s Ken, who still clings to outdated gender norms, is relegated to the supporting role, reversing the usual Hollywood dynamic.

The film also embraces diversity, with Barbies of different skin colors and body shapes, as well as a transgender Barbie, reflecting the doll’s own evolution.

Yet Barbie and Ken are still archetypal male and female characters. So the film pushes the envelope, but not too much to make brands uncomfortable, especially following the backlash against Anheuser Busch InBev SA’s Bud Light over its collaboration with transgender influencer Dylan Mulvaney. and Target Corp. on his Pride Collection.

The products themselves rock retailers’ ranges. It’s a way to attract fans looking for a gingham pajama set or logo bucket hat in stores or websites. While they’re caught up in movie mania, they could also put an ordinary item in their shopping cart.

Special ranges are usually limited edition. And that’s a good thing, because if aesthetics reign supreme right now, this could be Barbiecore’s last hurray.

Hot or “hyper” pink has already hit its peak, according to trend forecaster WGSN. Retailers increased hot pink products this summer by 1 percentage point from a year ago, it says. But more of them are, with just 9% out of stock at full price, below the apparel average of 13%.

While US inflation cooled sharply last month, offering fresh hope that the Federal Reserve could wrap up interest rate hikes and stave off recession, borrowing costs are expected to remain high in Europe. The UK is facing a mortgage ticking time bomb.

It’s hardly the environment to see shoppers splashing out on exuberant fashions. Understated styles always seem more in tune with consumers’ moods.

But for the next few weeks, this will be Barbie’s world and we’ll all be living in it.