From pink and green collaborations to sci-fi-inspired couture, film promotions now drive engagement, generate massive value, and set the stage for fashion’s future
Let’s hold space for the press tour. The press tour transforms film promotion into an experiential event. Each premiere is styled after a film’s theme, creating a sensory bridge between the audience and the story. Everyone remembers the Barbie press tours, where Margot Robbie epitomized the actual doll and their respective models—there was even a book on it. Is this a blueprint for modern cinematic marketing, merging storytelling, retail, and fandom into a cohesive, multi-sensory experience? Fashion, after all, has long been a key player in cinematic storytelling, and the press tours for 2024’s most anticipated films have set the tone for what might unfold in 2025.
RELATED: 5 Musical Movies to Sing Along to ‘Before Wicked: For Good’ Comes Out
In Wicked, Ariana Grande and Cynthia Erivo embody their characters, Glinda and Elphaba, through curated wardrobes of pink and green. Their appearances, styled with an Oz-inspired aesthetic, keep the film’s imagery front and center, ensuring fans associate their real-life personas with their on-screen roles. This mirrors Margot Robbie’s Barbie tour, where wardrobe choices extended character-driven storytelling and the doll’s previous models and costumes into the real world.
The fashion industry has embraced the Wicked aesthetic with a flood of collaborations, from lifestyle brands to luxury fashion. Several collections, including those by Gap, Stanley, and Marc Jacobs, expand the film’s reach beyond traditional merchandising. By embedding Oz-inspired motifs and colors into wearable designs, brands celebrate fandom and tap into a broader audience that appreciates these pieces for their aesthetic and cultural relevance.
While Wicked merchandise dominates the pre-release period, the film’s Broadway reputation assures that its fashion influence will endure. By creating merchandise, businesses like Béis hope to broaden the market beyond the initial attention, connecting consumers who might appreciate the designs regardless of their affinity to the film.
Furthermore, the Wicked press tour has generated significant MIV for participating brands. Grande’s MET Gala look alone yielded $20.5 million in MIV, while appearances by both stars consistently hit the millions. This showcases the synergy between high fashion and film marketing, where glamorous events amplify visibility and brand association.
Zendaya, no stranger to making waves on and off the red carpet, has embraced distinct aesthetics for her two major projects: Challengers and Dune: Part Two.
For Challengers, the actress leaned into a “country club chic” or “tenniscore” vibe, a fitting nod to the film’s athletic setting. Crisp whites, pleated skirts, and retro court-inspired silhouettes that are sporty and preppy. This look taps into the broader sportscore trend that’s dominated fashion runways, reminding us that fashion and film can seamlessly serve each other.
Meanwhile, Dune: Part Two saw Zendaya in ensembles that were nothing short of otherworldly. Her team resurrected archival pieces from Thierry Mugler, blending sci-fi fashion with high-concept couture. These choices reflected the futuristic desert landscapes of the franchise, proving that film fashion is integral to world-building.
Looking ahead to 2025, the symbiosis between film and fashion shows no signs of slowing. The Broadway hit’s film adaptation’s second part Wicked: For Good continues with the color pairing. Pink with green? It’s camp, it’s daring, and it might just make us reconsider our wardrobes, collaborations, and all.
For those nostalgic for the ‘90s, the upcoming I Know What You Did Last Summer sequel could revive grunge or even look to its fisherman aesthetic (a trend Pinterest says is on the horizon for 2025). Baggy flannels with rugged waterproofs enter the mainstream again, albeit so much more stylishly, all thanks to a horror reboot.
Fashion isn’t just a supporting act—it’s the star. It racked up millions at the box office and the checkout box alike. As audiences dress like their favorite characters, brands get in on the action, creating a perfect storm of hype and profit.
The success of this strategy demonstrates the evolution of film marketing into lifestyle marketing. Fans are encouraged to live the experience—whether through themed events, cosplay-inspired fashion, or branded merchandise. This creates an emotional connection—hopefully not parasocial—as it transforms passive spectators into active participants.
Photos: WICKED, CHALLENGERS, DUNE, and BLOOMINGDALE’S (via Instagram); 21 MET GALA, FILM UPDATES, and MARGOT ROBBIE DAILY (via X); and WHAT THE FROCK (via Reddit)
