This is why so many of the Barbiecore looks we’ve seen worn by celebrities – think Bella Hadid and Zendaya – have incorporated elements of Y2K culture, whether it’s the “girl power” attitude of noughties Bratz dolls, or films like Legally Blonde and Clueless. “It’s a key factor for a demographic who lived through those times and are currently seeking solace in that familiarity,” Maggioni says, “but also among a new demographic that romanticises the past.” Even if that past is one they’ve not experienced themselves.īarbie is like a female superhero who embodies the extremes of pink, girlie femininity and a grown-up glamour
Given Barbie’s 1950s heritage, the rise of Barbiecore is also about fashion’s obsession with nostalgia – something that has become especially pertinent this year thanks to the resurgence of Y2K styles we’ve seen this season. “Many of these items have been bubbling under for a while, predominantly driven by the consumer’s desire for wanting to dress up and go out and live life again.” “Think bodycon silhouettes, miniskirts, cropped tops, statement platforms, other fun and dopamine-boosting colours and prints,” says Maggioni. It’s also about a particular mood, one that is about autonomy and confidence and can be channelled via what WGSN dubs a “sassier aesthetic”. In many ways, Barbiecore is one of many fashion trends that subverts the neutral palettes we sported when all of us were stuck at home for months on end.īut Barbiecore isn’t just about embracing a specific shade. It forms part of the current shift towards so-called dopamine dressing, ie wanting to reflect a happier and more upbeat mood through one’s clothing post-lockdown. “That might have adjusted the consumer’s eye to this colour level,” adds Maggioni. “It’s fun, bold has a familiarity to it that isn’t inaccessible like other vibrant shades.” Think of it as a progression from millennial pink, that dusky shade of rose that dominated the internet – and just about every Pinterest feed in existence – for the better part of 2016. “The reason why this colour is thriving right now (and why we predicted it) is because it has an energising quality,” explains Sara Maggioni, head of womenswear at WGSN. That was when it announced that the colour of 2022 would be “Orchid Flower”, which is – you guessed it – a very Barbie-like, bright pink described by the company as a “saturated magenta tone”. None of this is surprising, though, with trend forecasting company WGSN having predicted the rise of Barbiecore in May 2020.
The latter’s recent couture show was even awash with the shade. As the name may suggest, Barbiecore is about channelling all things pink, as per the traditional aesthetic of the original Mattel doll, which launched in 1959.Įxamples include those viral on-set images from Greta Gerwig’s upcoming Barbie film – which stars Margot Robbie and Ryan Gosling as Barbie and Ken – the collaborations between Barbie and Zara and Balmain, and the myriad hot pink items currently on sale at luxury brands, such as Jacquemus, Balenciaga, Loewe and Valentino.
A pleasing pair of pale pink roller skates. Fuchsia fittings in someone’s living room. Take one look at Instagram right now and it won’t be long until the realisation hits you: we are all Barbie girls living in a Barbie world.
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