When Barbie hit theaters in July 2023, no one could’ve predicted the massive cultural shift it would spark. Beyond its $1.4 billion box office success, the film completely transformed the movie marketing playbook.
Collaborations between fashion brands and films have become the new standard, as seen in this fall’s endless Wicked-themed green and pink product drops. Thanks to the viral “Barbenheimer” showdown and Margot Robbie’s Barbie-inspired red carpet looks, people are not just dressing up for premieres but for everyday movie screenings too.
Margot Robbie’s pink-coated press tour was groundbreaking. Her custom couture, playful easter eggs, and bold use of Barbie’s signature magenta created more buzz for the movie than any traditional billboard or trailer ever could. The strategy was so successful that it has become Hollywood’s default approach: dress like the main character to dominate the conversation.
CelebsLA (Margot Robbie)
However, not all movies have Barbie’s legacy or the visual inspiration of its world. Despite this, many stars have adopted the “character dressing” formula, with varying degrees of success. Zendaya embraced it fully during the “Dune 2” press tour, delivering stunning futuristic looks like the Mugler robot suit, styled to perfection by her trusted collaborator, Law Roach.
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Her tennis-themed Challengers press appearances continued the trend, but by summer’s end, the character-inspired style wave felt like it was stretching thin.
While the trend began with creativity, the sheer volume of themed looks has turned red carpets into predictable spectacles, often leaning too heavily into literal interpretations. Blake Lively’s “It Ends With Us” promotional outfits were a prime example of how this can go awry.
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Wearing excessively cheerful florals to promote a film about domestic violence felt tone-deaf, and the lack of a cohesive styling vision only amplified the disconnect. “Lots of flowers” as a theme simply didn’t cut it, leaving many wondering if some red carpets are better left without a concept.
What makes Barbie’s and Dune’s character dressing successful is the rich tapestry of visual references. Films with fantastical elements offer the kind of creative runway that a drama or romance can’t replicate. The Wicked press tour, for instance, has dragged on for months, with Cynthia Erivo and Ariana Grande appearing in pink-and-green-themed ensembles since the 2024 Oscars.
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Although some standout moments have emerged—like Erivo’s dazzling Thom Browne headdress and Grande’s iridescent Versace gown nodding to Glinda’s magical bubble—the endless barrage of themed looks has felt like overkill.
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The trend has even spilled beyond red carpets. Musical eras like Beyoncé’s chaps, Brat-inspired neons, and Eras tour sparkle have brought this idea to concerts, with fans curating outfits to match the themes. It’s clear that post-pandemic, people are seeking reasons to dress up and revel in fantasy.
But here’s the catch: when every red carpet starts to look like a marketing campaign, the magic fades. Once a trend feels like corporate-sponsored content, its appeal diminishes.
So, while there’s joy in spectacle and creativity, maybe it’s time to scale back on themed red carpets. After all, not every event needs to feel like an ad.