The Brands Can’t Get Enough of ‘Barbie,’ the Brand

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Every fashion brand with a hyperactive trends radar and a spare pink swatch on file wants a piece of Barbie. With the über-hyped film finally hitting theaters this July, hitching wagons to the aesthetic of a child’s plaything is no longer an outdated move, nor a sign of anti-feminist fixation. Like the inherent contradictions of the Barbie movie itself—it’s good business. “Barbiecore” might be one of few recent fads to outlast its fellow “-core” styles, as both high-fashion and mass-market brands floweth over with Barbara Millicent Roberts’ favorite color. (It must be said: As with most “-cores,” Barbiecore’s been around in various iterations for ages.)

Tracking all the companies officially collaborating with Mattel’s IP queen has become its own pastime: There are dozens of brands dipping into the Dreamhouse stash this year, with names like Balmain, Lele Sadoughi, NYX, Airbnb, Gap, Ruggable, Crocs, and Zara all part of the pack. Other companies have foregone the trademark licensing in favor of their own spin: Take, for instance, shapewear brand Yitty’s “Summer Doll House” collection or the countless scores of products newly available in magenta-pink. (A few good examples: Courser’s new pink Uno sneaker; Jessica Rich’s Zaza stiletto; and Valentino’s entire fall/winter 2022 collection, developed in a hue different from Barbie’s own but similar enough to have hastened the latter’s rise.)

Still, it’s the blatantly Barbie-stamped merchandise and Mattel collaborations that seem to generate the most fan fervor. Ahead, a rundown of the fashion brands who’ve made an (official) playdate with Barbie their latest marketing move.

Gap × Barbie Adult Puff Sleeve Icon Denim Jacket

Gap’s Barbie collab—one that’s already starting to sell out—features adult and children’ styles, including T-shirts, tanks, hoodies, denim jackets, and ball caps. Even Taffy (Barbie’s pup) and your mutt can get in on the look.

Zara x Barbie The Movie Shirt Jumpsuit

Zara’s latest collection takes its inspiration from costumes in the Barbie film itself, including star Margot Robbie’s pink-and-white-striped gown and denim halter top. Kens won’t be left out, either: They can join the fun in Canadian tuxedos and hot-pink high tops.

Balmain x Barbie Monogram Strass Embellished Mini Dress

On the high-fashion end, luxury brand Balmain is refreshing its own iconic Barbie collection from 2022 with a new set of dresses, cropped shirts, hoodies, and tweed suits in neons, metallics and pastels.

AQUA x Barbie The Movie Striped Heart Button Mini Dress

Believe it or not, Barbies wear blue, too. AQUA’s new Barbie capsule at Bloomingdale’s welcomes turquoise into the roster in the form of a scalloped blazer and pants, a striped crop tank, and a matching mini dress with diamond heart buttons.

Cotton:On x Barbie Fitted Longline Tee

Barbie believes pink goes with anything—as it turns out, so does the Barbie logo. Cotton:On’s T-shirt collab is a day-to-night staple, perfect for layering over denim or under a blazer.

Hot Topic x Barbie Gingham Patch Cardigan

This Barbie’s sick of shivering in the AC this summer. Layer up with a patch-adorned pink-and-white-stripe Barbie cardigan from Hot Topic—and snag the tie-dye baby tee while you’re at it.

ASOS x Barbie Unisex Oversized Tank Top

These days, Barbie—that hallowed purveyor of gender norms—is flipping the script, a sentiment on display in ASOS’ Barbie capsule, which includes this bubblegum-pink gender-neutral tank top.

Barefoot Dreams x Barbie CozyChic Ultra Lite Pullover

Barbara “Every Night Is Girls’ Night” Roberts would insist you cozy up in Barefoot Dreams’ Barbie loungewear collaboration for your next sleepover. The collection includes logo-stamped blankets, sweatshirts, joggers, and robes.

PacSun x Barbie Staple Ribbed Tank Top

It’s only natural that Malibu’s most infamous resident would link up with California-inspired young-adult apparel brand PacSun for a set of baby tanks, swimsuits, sweatshorts, and more.

Show Me Your Mumu x Barbie Babe One Piece

Just call yourself Lifeguard Barbie™️ with this flattering magenta-pink one-piece, part of Barb’s sync with boho-chic brand Show Me Your Mumu.

Unique Vintage x Barbie Black & White Chevron Stripe One Piece Bathing Suit

You’ll recognize this little number from the opening scene of the Barbie movie, in which Robbie sports the black-and-white-striped one-piece that the very first Barbie doll went to market wearing. Now, you can get your own version from Unique Vintage.

MeUndies x Barbie FeelFree Ruched Bralette

Match with your significant other (and/or your fellow Barbies and Kens) with a set of Barbie motif-adorned bras and briefs from viral underwear brand MeUndies.

ALDO x Barbie Slingback Kitten Heel

Even your un-arched human feet will look graceful in a pair of ALDO heels, embellished with crystals and coated in taffy pink.

Impala Skates x Barbie Roller Skates

The roller blades that first went viral in summer 2022—after being spotted on the feet of Robbie and Ryan Gosling as they skated (and filmed) along Venice Beach—are now available to own, courtesy of Impala Skates.

Kendra Scott x Barbie Gold Link and Chain Necklace

Bama Rush’s favorite jewelry brand, Kendra Scott, has been on a rapid rise recently, and its latest team-up with Barbie has resulted in a delectable nameplate necklace and other baubles perfect for a Barbenheimer double feature.

Alex and Ani x Barbie Silhouette Pave Charm Bangle

Pair your Kendra with an Alex and Ani bangle, featuring the instantly recognizable Barbie high-ponytail silhouette.

Lele Sadoughi x Barbie Fuchsia Swirl Print Holly Headband

Chic, colorful, and maximalist—three words to describe accessories brand Lele Sadoughi, and three words to describe Barbie’s approach to life. It’s a match made in hairstyle heaven, and the resulting Lele headbands are as beautiful as expected.

Kitsch x Barbie Rhinestone Claw Clip

For a simpler but no less fashion-forward approach to Barbie-fied hair accessories, turn to Kitsch’s latest collab, which features—among other goodies—a rhinestone claw clip, satin scrunchies, and heatless curlers.

Fossil x Barbie Crossbody

You can’t extract Ms. Roberts from her ever-rotating closet of tiny handbags, and you can bet she wishes this Fossil collection—including a crossbody in the shade “Raspberry Wine”—were available in miniature.

Beis x Barbie The Mini Weekender Bag

The Barbie Dreamhouse Adventures Doll likes to take her hot-pink luggage wherever she jet-sets. With the latest drop from buzzy Shay Mitchell-led luggage brand Beis, you can lug around a life-size matching set—including carry-ons, check-in rollers, weekend bags, and cosmetic cases.

Vooray x Barbie Quinn Belt Bag

If you, like Barb, find yourself constantly on the move without enough pockets to stuff your accessories in—Vooray’s got the solution. The fitness-focused brand now totes (get it?) Barbie-branded bags in three sizes for maximum function (and flair).

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