We’re just making it in Barbie’s world, after all.
“This movie is for you if you love Barbie. This movie is for you if you despise Barbie. This movie is also for you if you don’t care about Barbie or haven’t given her any thought in a long time. Barbie is the event of 2023, as Margot Robbie predicted in the first trailer, which was released before the movie’s scheduled July 21 (or July 20 in Italy) release date. Not only because of the project’s real content, which Greta Gerwig is directing and co-writing but hasn’t been completely revealed despite sneak peeks and rumors, but also because of an unprecedented marketing blitz that was created on the fly to feed the enthusiasm.
It was immediately obvious that the collaborations, the images that went viral, the movie clips that became memes, the cast’s comments, and the way the promotional tour looked were intended for something much greater than just promoting a movie: making Barbie a fresh icon for the social media era. The most famous doll of all time has undergone a complete rebranding built on a complex network of brand connections and capsule collections that ensures she can influence every aspect of our lives, from fashion to beauty, from holidays to food, in ways that even the most sought-after influencers could never imagine. “Our goal for this summer and this year is for Barbie to be everywhere and ubiquitous,” said Lisa McKnight, the global president of Mattel’s Barbie and doll portfolio.
So here it is: the Malibu Dreamhouse on Airbnb, along with clothing, toothbrushes, roller skates, rugs, cans of lemonade, hair accessories, and a seemingly endless list of other things. Not children (as one would logically expect from a toy), but Millennials who grew up moving their dolls, now forgotten in some box in their parents’ house, and a new wave of Gen Z fans who are discovering the wonderful and truly pink Barbie world on TikTok and Instagram, are the target audience for all the merchandising and entertainment, the necessities for a life in plastic.
The marketing plan employed by Mattel is effective. So forget about Eva Chen or Chiara Ferragni; Barbie is currently the most influential person. And a huge part of that may be attributed to Margot Robbie, who maintained her character throughout the press tour by dressing up as a genuine, live doll and using method acting after the filming was finished. With stretch minidresses, fluffy skirts, off-the-shoulder and sweetheart handbags, heeled mules, neon colors, and a shower of pink, costume designer Jacqueline Durran drew inspiration from the golden age of Barbie (the 1980s and 1990s) for the movie’s outfits. Fashion stylist Andrew Mukamal decided to evoke the same sentiment for the press tour looks. In fact, he was almost didactic in his attention to detail, having Margot Robbie play a different legendary Barbie at each visit.
It is typical for celebrities to honor the project they are promoting on the red carpet. That’s what happened with Jenna Ortega’s gothic-glam Wednesday Addams outfits or Halle Bailey’s ocean-inspired ensembles that reminded the realm of The Little Mermaid, but the Mukamal-Robbie duo took it a step farther and produced a move that is almost philological in nature. Together, they chose a bodycon dress by Hervé Legér to honor the 1959 Barbie by Mattel; a skirt suit by Moschino to honor the 1964 Barbie Sparkling Pink; two tailored looks by Versace to honor the 1985 Barbie Day to Night; a Balmain signature hexamble to represent Barbie Earring Magic; and an Emilio Pucci mini dress to represent Barbie Totally Hair. Robbie has combined new, vintage, and bespoke pieces to bring several Barbies to life and with them the eras to which they belong. These outfits range from pink Valentino polka dots to Prada plaid sets, from Chanel designs to Schiaparelli’s archives.
Few TV interviews and no Late Night Show, which have lately been the ideal venue to discuss the relationship between a star and a business or for viral looks, are required for Margot and Barbie to become two modern It girls who are essentially inseparable. Instead, press tour photos suffice. “We consider the dangers we must take every day. In reference to her longterm partnership with Zo Kravitz, Mukamal once told Vogue, “We want to make a difference and create iconic moments that people remember and are drawn to. She might have used the same language to explain how she and Robbie are supporting the Greta Gerwig-directed movie. Every new stage ushers in a fresh appearance, a storied Barbie, a deluge of photographs overflowing our social media feeds, and frequently a trend. Behind every appearance of the actress is a veritable war machine, a team working together with the sole purpose of transforming the Mattel doll and her actress into two fashion icons who still have a lot to say and copy. This includes Barbiecore, the 1950s-inspired retro ponytail by hairstylist Bryce Scarlett, the bubblegum lips or the Barbie Glow Blush created by make-up artist Pati Dubroff. Both objectives appear to have been accomplished based on the press tour’s impact on the media. Every new stage ushers in a fresh appearance, a storied Barbie, a deluge of photographs overflowing our social media feeds, and frequently a trend. Behind every appearance of the actress is a veritable war machine, a team working together with the sole purpose of transforming the Mattel doll and her actress into two fashion icons who still have a lot to say and copy. This includes Barbiecore, the 1950s-inspired retro ponytail by hairstylist Bryce Scarlett, the bubblegum lips or the Barbie Glow Blush created by make-up artist Pati Dubroff. Both objectives appear to have been accomplished based on the press tour’s impact on the media. There was a misconception that Margot couldn’t pull off her red carpet outfits until she appeared as Barbie. A few months ago, stylist Elliot Garnaut referred to Robbie as the “worst dressed” Hollywood star, saying that Chanel, the company she represents, “obviously hates her.” Many others have now altered their thoughts, demonstrating that the correct attire rather than the brand is what creates the enchantment. Credit to Barbie’s Power Pink or Mukamal?
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