Perspective: The years-long marketing campaign for ‘Barbie’ shows how fashion’s chain of influence is being dramatically upended.
Why does it matter where fashion designers get their ideas? Isn’t fashion’s great power that it can draw from anywhere, from places high and low? That remains true, but to create clothes that capitalize on the buzz around an upcoming film is to insist that marketing is a worthy source of inspiration.
Not long ago, this progression of influence went the other way around. Mattel once tasked fashion designers with dressing Barbie in extravagant Oscar de la Renta opera capes, Bob Mackie sequins and tasteful Donna Karan separates. But now Barbie’s outfits — more specifically, the thematically thin tendency to make something pink and cutesy — are the starting point for designers.
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