Dressing The Part: How Method Dressing Became the Best-Kept Marketing Tactic
The styling choices in film help us understand each character, their overall development and the progression of the plot. Method dressing describes when an actor uses their outfit to nod to the film or TV show they star in during promotional events. This marketing tactic allows the audience to view the actor in essence of their character in a space that is further from the screen and into our reality.
When you hear “method” in relation to film, you may think of method acting, where an actor immerses themselves in their character both on and off-screen for the most authentic performance. Heath Ledger, for example, was quite transparent about the ways his intense on-screen portrayal of The Joker became just as intense off-screen at times.
One of the earliest forms of method dressing dates back to 1992, when Geena Davis wore a baseball dress for the movie A League of Their Own.
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Davis’ looks have popularized the art of method dressing. As a result, one of the most popular celebrities to use this technique has been Zendaya. More recently, Zendaya wore a spider web-themed suit for the premiere of Spider-Man: No Way Home.
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Zendaya wore a web-inspired, sheer, floor-length Valentino dress, and accessorized with a dramatic face mask fit for a superhero. She added Bulgari jewelry and Christian Louboutin heels.
She also wore a Mugler robot-like outfit for the premiere of Dune 2, combining the science fiction theme of the movie with her love of fashion.
French fashion designer Thierry Mugler's famed 'Maschinenmensch' suit, worn to glorious effect last night by Zendaya at the London premiere of Dune: Part Two, was directly inspired by Lang's film and its accompanying novel by Lang's wife (who also wrote the film's script) Thea von Harbou.
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Jenna Ortega at the premiere of Wednesday in an all-black dress and gloomy look, reflecting the theme of her character.
Ortega’s dress is from the Versace Spring 2023 RTW.
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Margot Robbie wore a diaspora of pink outfits to truly embody Barbie, during the press run, including this vintage Moschino look.
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Lily James at the premiere of Cinderella wore a Cinderella-themed dress, by Elie Saab inspired by their Couture Collection, on the red carpet.
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Emma Corrin wore a custom Miu Miu dress for her portrayal of Princess Diana for The Crown.
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Hunter Schafer dressed as a Capitol citizen, wearing Marni’s Spring/Summer 2024 collection, for The Hunger Games: The Ballad of Songbirds & Snakes premiere.
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Glenn Close dressed as Cruella for the 101 Dalmatian premiere.
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For the Wicked press tour, Ariana Grande and Cynthia Erivo have been reflecting the iconic witches they portray in the upcoming film adaptation of Wicked.
Cynthia Erivo channels her character, Elphaba, with dark green, commanding colors that play off her character's signature black wardrobe and green skin.
In contrast, Ariana Grande embraces the light and vibrant aura of Glinda. Her wardrobe is a whirlwind of bright pinks, flowing dresses, and ethereal details, capturing Glinda's bubbly, optimistic personality.
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Method dressing is effective because it ensures that costumes align with the character and the story. Most importantly, it creates buzz around the film or TV show it references. If you weren’t interested in watching Wicked or Challengers, you might’ve been drawn to the theater after seeing their red carpet looks.
By selecting clothing that reflects a character's background and emotional state, method dressing enhances the narrative and makes the character more authentic. It’s not just about appearance; the costumes provide depth and meaning, helping the audience connect with the film and immerse themselves in the characters and their world.