The highly hyped Barbie marketing collabs have helped fashion and entertainment merge. With the anticipated release of the Barbie movie on July 21, fashion brands have hopped on the pink marketing wave, dropping all kinds of products in Barbie-editions. For example, Bloomingdales recently launched a collection of Barbie-themed clothing and accessories under its Aqua label, and Aldo collabed with Barbie on a signature shoe collection, and even before the film’s announcement, Balmain dropped a Barbie-inspired line and NFT collection. As the president and chief operating officer of Barbie’s owner Mattel explains, using Barbie to marry fashion and pop culture “creates an interesting intersection between the brand, art and collectability.” YPulse’s Fashion Preferences & Style report data shows that about a third of young consumers look to social media and 20% look to movies for style inspiration. (Glossy)
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