Method dressing has emerged as a new trend in Hollywood, serving as a strategic element in the promotion of new films by enhancing virality and publicity. This concept involves actors using their wardrobe to reflect the unique aesthetic, themes, or key elements of the film, effectively extending its narrative onto the red carpet. While method acting has long been recognized, method dressing is becoming increasingly popular and, in some cases, expected during glamorous movie press tours. Traditionally, movie stars would attend events dressed in high fashion, but without directly referencing the films they were promoting—favoring a more personal style instead.
Although method dressing isn’t entirely new, its recognition dates back to 1992, when Geena Davis made headlines at the premiere of A League of Their Own by wearing a baseball-themed dress. This trend was again highlighted in 2014 with Angelina Jolie’s striking leather outfit for Maleficent. However, its recent explosion in popularity can be largely attributed to Margot Robbie and stylist Andrew Mukamal, whose iconic looks during the Barbie press tour played a significant role in the film’s success. Despite its advantages, method dressing carries risks of misinterpretation and audience fatigue. LUXUO examines how method dressing has influenced box office outcomes, from Margot Robbie’s Barbie to Blake Lively’s It Ends With Us.
Read more: Beyond the Label: How Luxury Brands Leverage on Legacy Storytelling
The Power of Method Dressing
The impact of method dressing on publicity cannot be underestimated, especially when embraced by major Hollywood stars. The phenomenon surrounding the dual release of “Barbenheimer” in 2023 showcased how contrasting films could generate a cultural buzz. Margot Robbie’s appearances during the Barbie press tour were particularly noteworthy, as she took on the persona of the beloved childhood toy, donning custom couture and vintage pieces reminiscent of the doll’s iconic looks, predominantly wearing shades of pink.
Zendaya is another celebrity known for her method dressing, particularly during the promotional tours for Dune 2 and Challengers. With the creative genius of stylist Law Roach, she has transitioned from a Disney star to a revered fashion icon, distinguished by her innovative approach to method dressing. Her eye-catching futuristic Mugler outfits and sporty looks for the Challengers tour successfully blurred the lines between her on-screen and off-screen personas, merging classic Hollywood glamour with a fresh and authentic twist.
Creating Buzz and Trends
The benefits of method dressing lie in its ability to convey a sense of commitment to the film, encouraging a more engaging response from audiences and capitalizing on star power. Innovative method dressing can easily go viral, catapulting the celebrity and their film to the forefront of search pages and social media platforms. Moreover, social media trends allow fans to adopt elements of characters in their daily lives, turning film viewings into a cultural event. For the Barbie movie, Margot Robbie’s playful and feminine method dressing resonated strongly with female audiences, aligning with the film’s message of female empowerment without objectifying either the character or the actress.
Effect on Box Office Success
The creative and viral nature of method dressing has significantly influenced box office performance. Margot Robbie’s embodiment of Barbie and the viral content that followed contributed to the film becoming the highest-grossing movie of the year, amassing over USD 1 billion globally, while also securing the record for the biggest opening weekend for a female-directed film. Along with its relevant themes and star-studded cast, these factors expanded its audience reach.
Zendaya’s approach to method dressing has highlighted her unique creative vision throughout various press successes. Her viral vintage Mugler look from the Dune 2 premiere, which captured the essence of the film’s sci-fi aesthetic, demonstrated the impact of bold fashion choices. This ensemble generated considerable attention on social media, creating a buzz that complemented the star-studded cast of Dune 2, including Timothée Chalamet and Florence Pugh. This strategy contributed to the film grossing over USD 700 million worldwide, which was a substantial increase compared to the first Dune film’s lifetime earnings of just over USD 400 million.
Read more: Does Anyone Still Care About London Fashion Week?
Zendaya’s tennis-themed looks for her promotional tour of Challengers also garnered significant buzz. Her ensemble choices, which included custom tennis ball heels and a shimmering dress echoing her character’s silhouette, propelled a trend dubbed “tennis-core,” further amplified on social media. Forbes reported that this trend surged by 80% between March and April 2024.
Moreover, Zendaya’s method dressing played a pivotal role in generating a cultural movement and fashion trend leading up to Challengers’ release. Much of the press attention was centered around Zendaya, with comparatively less focus on her co-stars Mike Faist and Josh O’Connor. Consequently, her creative styling likely contributed to the film’s success—all while Challengers has garnered over USD 52 million globally as of April 2024, making it director Luca Guadagnino’s highest-grossing film to date, surpassing his acclaimed film, Call Me By Your Name.
Limitations and Misinterpretations
Despite several success stories, method dressing can encounter pitfalls due to its frequent appearance on the red carpet, which may lead audiences to experience boredom and diminishing excitement. A case in point is the method dressing of Ariana Grande and Cynthia Erivo for the upcoming movie Wicked, where they have often showcased pink and green to symbolize their characters. Their method dressing began as early as April for a film that is slated to premiere in November. The pair has embodied their roles at high-profile events such as the Oscars and the MET Gala as well as more casual appearances at the 2024 Paris Olympics, CinemaCon, and Wimbledon.
While fans and critics have initially responded positively to this vibrant approach, the enthusiasm seems to be waning. Additionally, it appears method dressing is most effective in the short term and is typically only successful in the months leading up to the film’s release. Therefore, starting promotional efforts too early could risk diminishing the buzz and anticipation associated with the trend.
Hollywood star Blake Lively recently faced backlash related to her promotion of the film It Ends With Us. In an attempt to amplify the film’s appeal and engage audiences, Lively frequently wore floral patterns and vibrant prints to evoke her character, a florist named Lily Bloom. Known for her keen fashion sense, particularly at the MET Gala, expectations were high for her chosen method dressing leading up to the film’s premiere.
Lively opted for bright colors and upbeat patterns, ostensibly to reflect a positive theme, which starkly contrasts with the film’s serious subject matter, exploring issues such as domestic violence and generational trauma—elements emphasized by co-star and producer Justin Baldoni. This dissonance sparked perceptions that Lively was ignoring the darker themes of the story. Critics dismissed her efforts as “out of touch” and “insensitive,” suggesting she was presenting a light-hearted romantic comedy to attract broader audiences.
During the same time frame, engaging with the “Barbenheimer” trend, Lively and Gigi Hadid walked the premiere of Deadpool & Wolverine dressed in colors that referenced Lively’s husband Ryan Reynolds and her co-star Hugh Jackman. Despite achieving impressive box office figures of about USD 200 million, the film did not achieve the same level of cultural phenomenon as “Barbenheimer” had hoped. The misinterpretation of method dressing can pose significant risks, especially for films dealing with sensitive subjects, potentially harming an actor’s public image.
Read more: The Marketing Strategies Behind Fashion’s Fall/Winter 2024 Campaigns
In conclusion, while method dressing may seem like a straightforward promotional strategy, it involves various underlying factors that contribute to its success in film marketing. Many movies have gained increased visibility, audience engagement, and box office returns through method dressing, but not all films should adopt this strategy as it may desensitize serious themes or lead to audience fatigue. Ultimately, the effectiveness of method dressing hinges on creativity and emotional resonance, ensuring audiences are captivated, as demonstrated by the remarkable successes of Margot Robbie and Zendaya.
For more on the latest in fashion and style reads, click here.
.
