For many fans, Greta Gerwig’s highly anticipated Barbie movie did not disappoint, bringing Stereotypical Barbie (Margot Robbie), Stereotypical Ken (Ryan Gosling), and all their friends to life as they discover how the real world operates much differently from Barbieland.
All these Barbies and Kens have ever known is pink perfection in their Mattel-created world that is full of dream houses and dancing. Stereotypical Barbie’s day takes a turn for the worse as she starts experiencing thoughts of death, flat feet, and cellulite among other impurities from her perfect way of life.
She seeks out Weird Barbie (Kate McKinnon) for advice which leads her to travel to the real world and find the child playing with her. Once in the real world, specifically Los Angeles, Barbie discovers she is out of place and that the patriarchal society Barbie sought to prevent was very real. While she searches for her child and finds pre-tween Sasha (Ariana Greenblatt) who criticizes Barbie for setting unrealistic beauty standards, Ken learns of the power and influence men hold in the real world and returns to Barbieland to inform the other Kens. Word gets to Mattel that one of their Barbies is roaming the real world and they begin to hunt her down to return her to Barbieland.
On the run from Mattel, Barbie is saved by Sasha and her mother, Gloria (America Ferrera), and they return to Barbieland together. Meanwhile the Kens have taken over Barbieland, imposing patriarchal society from the real world. Barbie feels defeated but after encouragement from Sasha, Gloria, Weird Barbie, and other discontinued Barbies, they all team up to free the brain-washed Barbies from the influence of Kendom.
Barbie is known for having many different well-distinguished careers and achievements. Many of the Barbies’ outfits in the movie are representative of Barbie’s many career dolls over the years. Classic Barbie, on the other hand, has many motifs like pink seashells, hearts, gingham prints, and the letter ‘B,’ which dominated her wardrobe.
One thing that stood out was the use of big and oversized accessories throughout the movie, including headwear and jewelry. The use of these accessories creates a sense that Robbie is in fact a life size doll.
While the Barbies’ fashion speaks for itself, the Kens dressed in very similar outfits throughout the film. This is no mistake, many Barbie dolls over the years have had very different styles, careers and hobbies, while Ken has been left with the same wardrobe and personality for many years. But there is one exception to the male dominated Kendom, Allan (Michael Cera). Allan was a discontinued doll created by Mattel, marketed as “Ken’s Buddy” and as they say in the film, “there is only one Allan.” This is why Gerwig made the decision to dress Cera in Allan’s only ever outfit.
Barbieland creates nostalgia with similarities to the Barbie products Mattel has created in real life. The Barbies’ set, dream houses and decor are modeled after real products. Architectural Digest shows a behind-the-scenes tour of Barbie’s Dream House with Margot Robbie, in which Robbie shows the audience many details of the dream house, including the detail that some of the home’s decor is 2-dimensional, consistent with many other Barbie set products.
After the Kens took over Barbieland the Barbies’ bright-colored unique outfits were swapped for black and white maid outfits and other generally less conservative clothing signifying their role in the patriarchy. The Kens also changed their looks and donned western aesthetic looks as Ken’s impression of patriarchy in the real world was seeing policemen riding horses through the streets. Many Kens ditched their shirts in their looks at this point to assert their dominance. Their new outfits were completed with horse motifs, leather fringe, and lots of bling.
Weird Barbie is a character whose fashion was particularly interesting. It is explained in the movie that Weird Barbie is delegated to the Barbie who was played with too much. We all remember that one Barbie that would get haircuts and new makeup thanks to a box markers.
Weird Barbie’s child has drawn on her face, dress, and styled her hair differently. She is seen later in the movie wearing patchwork pants and makeshift tin foil elbow pads. This relays a DIY aspect of Barbie that children can undertake by making her homemade clothes and otherwise altering her appearance.
The marketing and promotion for the movie didn’t lack in any area. In the opening scene of the film, Barbie perfectly steps out of her heels, which was recreated by clothing brands advertising Barbie collaboration shoes, among others.And shoes are just the beginning when it comes to Barbie brand collaborations ahead of the movie premiere. Beis, Alex and Ani, Burger King, Crocs, NYX Cosmetics, and PacSun are just a few of the brands that have released exclusive Barbie collaboration products leading up to the premiere of the film. The brand Mattel additionally released a new line of dolls, accessories, games, and toys styled to match those from the movie.
The movie’s notable soundtrack includes tracks like “Dance the Night” by Dua Lipa, and “Barbie World” by Nicki Minaj and Ice Spice. The latter two especially used personal branding to promote Barbie with their song and fashion leading up to the movie release.
The cast’s international press tour was also a huge promotional force for the movie. Check out Scarlette’s blog about Margot Robbie’s tour outfits that replicate those of real Barbie dolls.
