People go to the movies to step into new worlds. Stories on the big screen can transport viewers to places they've never visited and immerse them in new time periods, and the characters at their helm have the power to inspire viewers not just emotionally, but stylistically. The film and fashion industries are inextricably intertwined, and according to a recent article from Forbes, their relationship is only getting stronger. At the 2024 Oscars, The Hollywood Reporter found that the top 10 fashion brands on the red carpet earned $87.8 million in Media Impact Value.
A film's aesthetic is integral to its world-building, and creating partnerships that bring the aesthetic world of the film into the real lives of consumers can be a uniquely effective marketing strategy. Initiatives like custom themed products can allow consumers to step into the aesthetic world of the film and feel like they're the main character, strengthening their sense of connection to a title and generating positive brand associations.
In Practice
- Barbie x AQUA (Bloomingdale's): In 2023, the world was painted in Barbie pink — partially thanks to the staggering number of brand partnerships that accompanied the film. This collaboration with AQUA, Bloomingdale's in-house fashion brand, is just one example of how marketing teams helped consumers live their life in plastic even after leaving the theater.
- Jurassic Park x Jeep: 30 years after the vehicle's inclusion in the iconic dino film, Jeep is still cashing in on this aesthetic association. For Jurassic Park's 30th anniversary in 2023, they released a pack of car decals that allowed Jeep owners to trick out their vehicle so they could feel like they were dodging T-Rexes on their next joyride.
- Top Gun: Maverick x Ray-Ban: The world went wild for Top Gun in 2022, with everyone wanting to embody the effortless swagger of the movie's leading men. Luxury sunglasses brand Ray Ban took advantage of this, boosting all their aviator styles with priority website placement and extra promotion.
Allied's Take
Our Partnerships team recently worked on The Bikeriders, a gritty crime drama about a Midwestern biker gang in the 1960s. What do you think of when you think 1960s biker style essentials? Leather jackets? Tattoos? Lighters? Well, we got all three.
In order to help consumers "join the gang" and step into the aesthetic world of The Bikeriders, we partnered with Schott NYC, a high-end leather motorcycle jacket brand, to create a LTO jacket inspired by one worn by Tom Hardy in the film. We also createda LTO themed lighter with Zippo and a co-branded kit with Mad Rabbit, a tattoo aftercare brand. All three of these partnerships appealed to the biker aesthetic of The Bikeriders and encouraged consumers to incorporate the film's aesthetics into their own personal style.
