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Barbiecore Fashion Takes Over the Summer
LOS ANGELES, July 20 (Reuters) – This summer, fashion stores are being bombarded with a surge of pink clothing, as Barbiecore outfits dominate the fashion scene for the second consecutive year. Mattel Inc’s all-out marketing campaign to generate excitement for the upcoming “Barbie” movie, set to hit theaters this Friday, has further fueled the pink frenzy.
From Barbie sneakers and swimsuits to backpacks and hoodies designed specifically for dogs, the Barbiecore trend has taken over the fashion world. Water bottles studded with rhinestones and neon yellow roller blades with pink wheels are just a few examples of the wide range of Barbie-themed products flooding the market. Richard Dickson, Mattel’s president and chief operating officer, remarked in an interview that “there is not a corner of the globe that hasn’t turned pink.”
The pink wave in fashion was set in motion by high-end designer Valentino, who showcased head-to-toe fuchsia looks during a runway show in March 2022. This led celebrity stylists to frantically find outfits in the same eye-catching color. A few months later, photos of Barbie movie star Margot Robbie wearing a hot pink Western jumpsuit went viral. Madeline Hirsch, news director for InStyle, explained that the “campy style” became a trend at a time when Western wear and sparkly Y2K fashions were already popular, coinciding with many people’s return to offices after COVID-19 lockdowns. Hirsch added that “people were craving joy, color, and new clothes to wear out again, and the effervescent appeal of Barbie was easy to latch on to.”
The rise of Barbiecore fashion was extensively covered by fashion magazines, featuring celebrities like Kim Kardashian and Harry Styles in vibrant Barbie-inspired outfits.
Barbiecore Collaborations and Beyond
Barbie is one of Mattel’s top three brands, and to capitalize on the Barbiecore trend, the toymaker trademarked the term in 2022. Mattel has formed partnerships with renowned companies such as high-end French designer Balmain, jewelry maker Kendra Scott, and loungewear brand Barefoot Dreams. This effort has intensified in 2023 with over 100 collaborations tied to the “Barbie” movie. Available items range from a $20 Barbie T-shirt at Old Navy to a $1,550 Balmain sweatshirt featuring the Barbie font.
Mattel’s collaborations go beyond the fashion industry, with notable tie-ins such as an Instagrammable pool float from Funboy and a pink Microsoft Xbox gaming console designed to fit inside a three-story Barbie Dreamhouse. Additionally, there are Barbie-inspired foods, including an ice cream flavor and a Barbie burger with pink sauce sold at Burger King in Brazil.
Margot Robbie, who portrays Barbie in the movie, has embraced the Barbiecore looks during the film’s publicity tour. She was seen rolling pink suitcases through the airport in Sydney.
Barbiecore Fuels Interest in “Barbie” Film
Barbiecore is not just influencing fashion but also driving interest in the “Barbie” film from Warner Bros. Women are planning to wear Barbie-inspired outfits to screenings, and theaters are organizing special events to entice moviegoers. For instance, Warehouse Cinemas in Maryland has already sold out its Thursday night “Malibu Beach Party” screenings, featuring pink cocktails served in flamingo floaties.
Based on box office predictions, “Barbie” is expected to outperform its main competitor, Christopher Nolan’s drama “Oppenheimer,” which delves into the making of the atomic bomb. Analysts estimate that “Barbie” could earn anywhere between $80 million and $150 million or more in domestic theaters during the opening weekend. This would surpass the $55 million in ticket sales generated last weekend by Tom Cruise’s latest “Mission: Impossible” movie.
Moreover, filmgoers are likely to share their Barbiecore looks on social media, which is expected to generate even more interest in the movie, according to Jeff Bock, senior box office analyst at Exhibitor Relations Co. Bock stated, “This has the potential to break out in ways that we can’t fathom yet.”
Overall, Barbiecore fashion is shaping the summer trends, and the anticipation for the “Barbie” movie is reaching unprecedented levels, making it a phenomenon that extends far beyond toy store shelves and movie theaters.
Reporting by Lisa Richwine in Los Angeles; Additional reporting by Rollo Ross in Los Angeles and Sarah Mills in London; Editing by Mary Milliken and Rosalba O’Brien
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