{"id":492478,"date":"2026-05-07T12:09:25","date_gmt":"2026-05-07T10:09:25","guid":{"rendered":"https:\/\/numero.com\/non-classifiee-2\/what-is-method-dressing-or-the-art-of-embodying-a-character-to-promote-a-film-2\/"},"modified":"2026-05-07T12:09:30","modified_gmt":"2026-05-07T10:09:30","slug":"method-dressing-or-the-art-of-embodying-a-character-to-promote-a-film","status":"publish","type":"post","link":"https:\/\/numero.com\/en\/fashion\/method-dressing-or-the-art-of-embodying-a-character-to-promote-a-film\/","title":{"rendered":"What is method dressing, the art of embodying a character to promote a film?"},"content":{"rendered":"\n
\"\"\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Margot Robbie wearing Vivienne Westwood for the London premiere of
Barbie<\/em> in 2023. \u00a9 Samir Hussein\/WireImage.<\/figcaption><\/figure>\n\n\n\n

Margot Robbie, a larger-than-life Barbie on the red carpet<\/h2>\n\n\n\n

It was impossible to miss the Barbie<\/strong> <\/em>tornado that took the world by storm in 2023. Well-received by the critics, Greta Gerwig<\/strong>‘s film quickly reached the top of the box office. The \u201cBarbenheimer\u201d phenomenon on social media helped the feature become a classic. It stemmed from the rivalry with Christopher Nolan<\/strong>\u2019s epic Oppenheimer<\/a><\/strong><\/em>, released the same day, on July 19th, 2023.<\/p>\n\n\n\n

A few days before \u201cBarbenheimer\u201d went viral, photographs of Margot Robbie<\/strong><\/a> dressed as the famous Mattel doll she embodied in the blockbuster were already flooding Instagram and X on a daily basis.<\/p>\n\n\n\n

The 33-year-old Australian actress multiplied her Barbiecore<\/strong> looks to promote the film during the press tour. Directly inspired by her character, or even recreated for the occasion, her outfits were designed by major fashion houses. Versace<\/strong>, Chanel<\/strong>, Balmain<\/strong> or Schiaparelli<\/strong> all play their role in building a larger-than-life Barbie.<\/p>\n\n\n\n

\"\"\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Margot Robbie wearing Armani Priv\u00e9 at the 2024 Golden Globes. \u00a9 Axelle\/Bauer-Griffin\/FilmMagic.<\/figcaption><\/figure>\n\n\n\n

Flirting with cosplay \u2014 the Japanese art of recreating the costume and hairstyle of a fictional character \u2014 this trend is fairly recent. Referencing a character off set in order to promote a film has a name now: method dressing.<\/strong><\/p>\n\n\n\n

Several months after the release of Barbie<\/strong><\/em>, Margot Robbie<\/strong><\/a> kept imitating the doll until the Golden Globes ceremony<\/strong><\/a> in January 2024. All her promotional looks, handpicked by her stylist Andrew Mukamal<\/strong>, are now gathered in a book published by Assouline in 2024.<\/p>\n\n\n\n

\"Halle\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Halle Bailey at the Los Angeles premiere of
The Little Mermaid<\/em> in 2023. \u00a9 Frazer Harrison\/WireImage.<\/figcaption><\/figure>\n\n\n\n

Method dressing, or when fashion becomes a performance<\/h2>\n\n\n\n

While its name is reminiscent of method acting<\/strong>, a naturalistic acting technique also known as the Stanislavski\u2019s system that encourages actors to dive deeply into their roles, method dressing<\/strong> is closer to performance art.<\/p>\n\n\n\n

While one emphasizes the psychological and emotional aspects of acting, and the other the visual and aesthetic aspects of embodying a character. In both cases, the goal is to go beyond the mere limits of performance.<\/p>\n\n\n\n

First mentioned in a Vogue<\/strong><\/em><\/a> article about Halle Bailey<\/strong>\u2019s mermaid-like looks for the release of The Little Mermaid <\/em>in 2023, method dressing<\/strong> owes its designation to journalist Andre Wheeler.<\/p>\n\n\n\n

\"Zendaya\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Zendaya wearing Torish\u00e9ju and Florence Pugh wearing Galvan at the premiere of Dune: Part Two in Mexico in 2024. \u00a9 Carlos Tischler\/ Eyepix Group\/Future Publishing via Getty Images et Jaime Nogales\/Medios y Media\/Getty Images.<\/figcaption><\/figure>\n\n\n\n

Wheeler described that technique as \u201ca chance to extend a project\u2019s cinematic universe onto the red carpet even before the film\u2019s premiere<\/em>.\u201d In other words, turning actors and actresses into ambassadors of the film through the lens of fashion. The aim is to appeal to audiences and, above all, go viral on social media.<\/p>\n\n\n\n

One just has to look back at the big promotional marathon for Dune: Part Two<\/em><\/strong> in 2024. The tour started in Mexico City and was a testimony to the role of method dressing<\/strong> as a marketing strategy.<\/p>\n\n\n\n

That evening, Zendaya<\/strong> and Florence Pugh<\/strong> opted for two opposite looks. One was designed by Torish\u00e9ju<\/strong>, the other by Galvanas<\/strong>. Both matched their respective characters in Denis Villeneuve<\/strong>\u2019s saga. The following day, the Internet relished in comparing their outfits, which echoed the costumes of Warrior Chani and Princess Irulan.<\/p>\n\n\n\n

\"Zendaya\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Zendaya wearing Balmain and Bulgari for the premiere of Dune: Part One at the Venice Film Festival in 2021. \u00a9 Stefania D’Alessandro\/Getty Images.<\/figcaption><\/figure>\n\n\n\n

A recent trend fostered by social media<\/h2>\n\n\n\n

Although method dressing<\/strong> is becoming increasingly common on red carpets, it is still too early to form a comprehensive analysis of its origins, impact and limits.<\/p>\n\n\n\n

From memory, the first occurrence of the practice emerged in 2018. At the time, Blake Lively <\/strong>opted for a series of power dressing looks for the release of the film A Simple Favor<\/em>. One can also think about Taron Egerton<\/strong>\u2019s discreetly eccentric looks as he embodied Elton John<\/strong> in Rocketman<\/em> in 2019. Or the Infinity Gauntlet-inspired jewels worn by Scarlett Johansson<\/strong> and Brie Larson<\/strong> in Avengers: Endgame <\/em>released that same year.<\/p>\n\n\n\n

\"Anya-Taylor\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Anya Taylor-Joy wearing Dior at the Los Angeles premiere of
 Mario Bros<\/em> in 2023. \u00a9 Kevin Winter\/GA\/The Hollywood Reporter via Getty Images.<\/figcaption><\/figure>\n\n\n\n

2021 and the end of the COVID-19 pandemic marked the advent of the trend. Zendaya<\/strong> and her stylist Law Roach<\/strong> turned it into an online phenomenon. Throughout the promotion of Dune: Part One<\/strong> <\/em>and Spider-Man: No Way Home<\/strong><\/em>, the American actress sported custom creations filled with references to the two blockbusters.<\/p>\n\n\n\n

Her Balmain <\/strong>and Rick Owens<\/strong> dresses paid tribute to Chani. The Valentino<\/strong> dress and Alexander McQueen<\/strong> ensembles adorned with spider-web patterns reminded us of Spider-Man<\/em>. Each one of her looks was massively shared on Instagram <\/strong>and TikTok<\/strong>, to the delight of the fans\u2026 And the fashion industry too.<\/p>\n\n\n\n

To some extent, the film industry transformed social media into relevant digital tools to promote a project and reach a wider audience. While Zendaya<\/strong> took the promotion of Dune: Part One <\/em>very seriously, the viewers would later discover that she only appeared on-screen for ten minutes.<\/p>\n\n\n\n

Num\u00e9ro<\/em> met Cl\u00e9mence Gautherin, communications manager at TikTok<\/strong> France<\/strong>, during the Cannes Film Festival<\/strong> in 2023. \u201cWarner\u2019s teams told us that the success of Denis Villeneuve<\/strong>\u2019s Dune (2021) among young people was partly due to the release of an interview with the actors conducted before the film came out.<\/em> It had a great impact <\/em>[on TikTok<\/em>],\u201d she shared.<\/p>\n\n\n\n

\"Jenna\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Jenna Ortega wearing Versace and Christina Ricci wearing Rodarte for the Los Angeles premiere of
Wednesday<\/em> in 2022. \u00a9 Albert L. Ortega\/Getty Images.<\/figcaption><\/figure>\n\n\n\n

Easter eggs and fan service to win over audiences<\/h2>\n\n\n\n

In addition to Zendaya<\/strong>, who deserves the title of Queen of method dressing<\/strong>, many other actresses (and a few actors) have also adopted the trend. One can think of Anya Taylor-Joy<\/strong> for Mario Bros<\/strong><\/em>, Jenna Ortega<\/strong><\/a> for Wednesday<\/strong><\/em><\/a>, and Lily James<\/strong> for Pam and Tommy<\/strong><\/em>.<\/strong><\/p>\n\n\n\n

And for good reason. Beyond its obvious promotional aspect, this practice is above all seen as a new means of expression for movie stars, thanks to its fashion and creative approach.<\/p>\n\n\n\n

Even better, method dressing<\/strong> encourages fan service \u2014 a marketing technique that consists in satisfying the fans\u2019 expectations. But also Easter eggs, these more or less subtle clues that communities love to decipher on social media. For instance, Taylor Swift<\/strong>\u2019s fans engage in intensive analysis every time the singer releases a new song.<\/p>\n\n\n\n

\"\"\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Rachel Zegler wearing Alexander McQueen and Hunter Schaffer wearing Schiaparelli for the Berlin premiere of
 Hunger Games: Ballad of Songbirds and Snakes <\/em>in 2023. \u00a9 Tristar Media\/WireImage.<\/figcaption><\/figure>\n\n\n\n

The treasure hunt was observed in November 2023, during the promotion of the film The Hunger Games: The Ballad of Songbirds & Snakes<\/em>. Actress Rachel Zegler<\/strong>\u2019s looks referred to Katniss Everdeen<\/strong>, the character played by Jennifer Lawrence<\/strong><\/a> in the first trilogy. Meanwhile, the jewellery worn by Scarlett Johansson<\/strong> and Brie Larson<\/strong> on the red carpet hinted at the ending of Avengers: Endgame<\/em>.<\/p>\n\n\n\n

In 2024, Anya Taylor-Joy<\/strong> offered us a memorable fashion and cinema moment. The actress announced her presence in Dune: Part Two <\/em>at the film\u2019s premiere in London. Dressed in a gorgeous, virginal white Dior gown, inspired by Marc Bohan<\/strong>\u2019s archive design from the 1960s, she revealed part of her role in the battle staged in the film.<\/p>\n\n\n\n

Interviewed by British Vogue<\/strong><\/em><\/a> during the promotion of Dune: Part Two<\/em>, Law Roach<\/strong> confirmed the use of method dressing<\/strong> in his collaboration with Zendaya<\/strong>. \u201cWe adopted method dressing. The looks are an extension of the wardrobe from the movie. It was intentional and purposeful. I always try to be a storyteller more than anything else, and this is such a strong story to tell<\/em>,\u201d the stylist declared.<\/p>\n\n\n\n

Judging by the overwhelming buzz created on social media, method dressing<\/strong> surely has a long way to go.<\/p>\n\n\n\n

Traduction Emma Naroumbo Armaing<\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Margot Robbie, a larger-than-life Barbie on the red carpet It was impossible to miss the […]<\/p>\n

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