Method Dressing: Hollywood’s Fashionable Promotion Strategy
Red carpet fashion has always been a major factor in looking at the power of Hollywood influence. From JLo’s Grammy dress leading to the creation of Google Images, to iconic looks like Britney Spears and Justin Timberlake becoming popular Halloween costumes, the power of celebrity fashion is something that leaks into several aspects of daily life. One particularly interesting aspect is marketing and the idea of method dressing. Method dressing can be described as the idea that actors will use their clothing and accessories to fit the vibe or theme of their upcoming projects to help promote them and generate anticipation from audiences. Over the past several years method dressing has become a common practice by actors working to promote their upcoming projects. Some looks are more subtle, using accessories or color palletes to pay homage to their work, while others opt for a more obvious reference.
Some Recent Cases of Method Dressing
In looking at specific examples of method dressing, several celebrities can be brought into the conversation. One of the most popular in recent years is Margot Robbie promoting the Barbie movie. Robbie’s looks when promoting Barbie became a staple of the press tour. Inspired by real Barbie doll releases, Robbie’s looks were a beautifully nostalgic homage to the doll that started it all. One of her best looks was the black strapless dress she wore to the LA premiere. The custom Schiaparelli dress was a reference to the “Solo in the Spotlight” Barbie from the 1960s. The vintage homage was just one of several now iconic looks that helped make the Barbie press tour so memorable. Another recent example can be seen in the Wicked press tour with Ariana Grande and Cynthia Erivo. Throughout the promotion of Wicked, Erivo and Grande worked together to create cohesive looks that emulated their characters. Using the pink and green shades that have become synonymous with the story and nods to the original film, the two were able to continuously use their fashion sense to bring pieces of Glinda and Elphaba to the red carpet. One look in particular that has been widely celebrated is the Mexico City premiere. Grande chose to pay homage to Glinda’s iconic bubble wearing a light pink custom Versace gown, while Erivo wore a custom Thom Browne with hands on the shoulders. The hands helped create a spooky silhouette that works as a nod to the original wicked witch, Margaret Hamilton. These three ladies are not the only actors to partake in the practice. Some other celebrities who have used method dressing to create iconic red carpet looks include Zendaya, Zoe Kravitz, Anya Taylor Joy and Brie Larson.
Why It Works
What makes method dressing so effective is its subtlety. Instead of shoving an ad down consumers throats, one can see photos of the actors wearing themed looks and have their interest piqued for the film or show that way. There is also a sense of authenticity in method dressing. Since typically the looks are still tailored to the celebrity’s personal style, the idea of method dressing seems more genuine than if the actors were to show up on the carpet in their costumes from the film. The looks show that the actors are proud of the project and want to promote it and reference it in any way they can, even in the ways that they dress.
As films and franchises continue to attempt to break records and captivate audiences, there is sure to be more method dressing in the future. The buzz it creates online and the unique ways it allows actors to express themselves while also promoting their work proves it to be both an effective marketing strategy and a creative way for actors to express themselves in conversation with their work.
Featured image by: Ross Sneddon, Unsplash