Everyone is talking about it. Barbie is one of the most anticipated films of the year and brings with it one of the most interesting marketing campaigns of recent years. Collaborations with various brands – from stationery to Zara – and a sea of Barbie-themed content. In short, Barbiecore has captured everyone’s attention. So much so that it almost seems natural to show up at the cinema dressed in pink to watch the latest film directed by Greta Gerwig, also known for directing Lady Bird and Little Women. Fashion plays a significant role in this film, mainly thanks to Jacqueline Durran, the costume designer. However, today we want to talk about a specific piece: the sweatshirt worn by Ken at the end of the movie. Tie-dyed and very funny, it reveals some behind-the-scenes details about the making of this film. From this point on, though, I advise you not to continue reading if you don’t want any spoilers.
The sweatshirt with the words “I am Kenough” reflects the character wearing it, a Ken who – after experiencing patriarchy and transforming Barbieland into Kenland – retraces his steps, identifying himself thanks to Barbie’s words while on a mission to save the situation. It’s a happy ending story that, with some truly hilarious moments, manages to make us smile throughout the one hour and forty minutes of viewing.
Emma Specter shares the link to purchase the sweatshirt on Vogue, which will be available only from September 29th on the Mattel website, the company that produces Barbie, Hot Wheels and Fisher-Price. Mattel plays a fundamental role in the film, not only in the production but also by playfully poking fun at itself and Corporate America. This is also thanks to Will Ferrell‘s performance, who, as the CEO of the company in the film, becomes one of the funniest characters in the movie. All in all, we really liked this marketing campaign, and who knows, maybe we’ll even buy the sweatshirt ourselves.