Why red carpets are flooded with ‘method dressing’
Wondering what’s behind the seemingly never-ending supply of pink and green frocks donned by the stars of Wicked over the past few months?
They showcase the ripple effects of Margot Robbie’s record-breaking success as Barbie, and how the actor based every press tour look on an existing Barbie toy outfit.
Robbie was far from the first actor to include a nod to the film she was promoting through sartorial choices, but she took it to a level that made such waves she and her stylist Andrew Mukamal released a photo book of the outfits.
Zendaya is another star who has been at the forefront of the trend dubbed ‘method dressing’, having dressed in theme to promote several films, most notably Spider-Man: No Way Home, Challengers and Dune: Part Two.
“What we do is just as powerful as that trailer that’s running on social media or in the theatre,” Zendaya’s long-time stylist Law Roach told W magazine.
“It’s the newest ideation of what it means to promote a movie.”
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Extravagant practice
What was once the subtle exception has become extravagant standard practice that can last for months of campaigns.
This has most recently been showcased by Ariana Grande, Cynthia Erivo and Jonathan Bailey for the upcoming release of Wicked.
Reactions have been mixed; although some fans are excited to spot hints at films in red carpet outfits, others have grown tired of the trend.
“It’s a savvy extension of the marketing, and I think forces actors to really “own” their characters in a visually engaging way throughout promotion,” one person wrote on Reddit.
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“Personally I’m v entertained by analysing the delicate balance of costume v high fashion in so many of these choices, it’s a playful little dance that I def enjoy and welcome more stars doing [sic].”
@wearingyoudown i actually could never comprehend how someone could hate method dressing #methoddressing #fashioncommentary #fashiontok #celebritynews #redcarpetlooks ♬ original sound – wearingyoudown
However, another commented, “I find it embarrassing. You’re an actress, not the character. It makes me cringe when they do that.”
‘Purity sullied’
Vogue fashion writer Hannah Jackson also criticised the trend, writing in May that the “purity of the intention” of method dressing had been “sullied by a desire to turn that creativity into cash”.
“By encouraging – or requiring – actors to tap into their characters, studios have managed to suck the joy out of method dressing, and force actors to re-embody their characters long after filming wraps,” she wrote.
“Perhaps we’re all just better off dressing as ourselves.”
Love it or hate it, method dressing does not appear to be fading to the background any time soon.