Ariana Grande launches the Wickedcore phenomenon
With the release of Wicked scheduled for December 4, 2024, the musical film starring Ariana Grande and Cynthia Erivo could well launch a new cultural and stylistic trend: Wickedcore.
Having captivated Broadway fans since 2003, this film adaptation promises to revisit the fairytale world of The Wizard of Oz with a contemporary twist. But beyond the fascinating plot and the performances of its actors, Wicked has already begun to influence the world of fashion and pop culture.
A striking visual universe: between pink and green
The main characters, Glinda and Elphaba, are at the heart of this new trend. Method dressing, adopted by Ariana Grande and Cynthia Erivo, extended the film’s aesthetic far beyond the screen. Grande, in her role as Glinda, made numerous appearances in pastel-pink outfits, while Erivo, playing Elphaba, adopted bright green. These chromatic choices, repeated on red carpets and at media events, are already captivating fashion enthusiasts.
Stars like Camila Cabello and Heidi Klum were quick to embrace the trend, paying homage to the film’s flamboyant style. Klum, for example, dazzled in a bubblegum pink dress reminiscent of Glinda’s extravagant costumes. This return to bright colors and retro-futuristic styles echoes the effect of the Barbiecore wave of 2023.
An immersive marketing strategy
To keep the momentum going, Wicked’ s marketing team has launched a range of merchandise that goes far beyond the usual goodies. Ariana Grande’s cosmetics brand, R.E.M Beauty, is offering an exclusive collection inspired by the film. Make-up palettes, lip inks and even masks in the colors of Glinda and Elphaba appeal to a varied audience.
The phenomenon also extends to gastronomy, with themed cocktails created by Absolut, and lifestyle, thanks to a collaboration with Béis for suitcases and accessories bearing the effigy of the film’s heroines.
A trend ready to conquer Paris?
In a city like Paris, where fashion and cultural phenomena converge, Wickedcore could find a special resonance. Between themed exhibitions, department store window displays and costume parties, everything seems set for this enchanting universe to take root in the French capital.
With a second instalment of Wicked scheduled for 2025, the trend has only just begun. So, are you ready to see Paris go pink and green?
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