Barbie is collaborating with Edikted on a new apparel drop for the next generation. The popular fashion doll franchise, which steps in as creative director for this collaborative capsule, and Gen Z-oriented brand partnered on a curated collection of styles inspired by one of Barbie‘s many fashion eras, which will be available beginning May 7 on Edikted’s official website.
“Barbie has been a canvas for personal style for more than six decades, evolving with and shaping culture,” Natalia Premovic, chief consumer products and experiences officer at Mattel, said in a statement.
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“Gen Z is rewriting the rules of fashion today and making it their own. Barbie stepping into the role of creative director is a natural extension of the part she plays as the first fashion muse to so many. Our partnership with Edikted showcases that energy where style is playful, personal and all about showing up as your authentic self.”
The Barbie x Edikted collaboration is largely inspired by Barbie’s Fashion Fever era, with some styles designed by British talk show host Carly Simpson and McFly. The line began in 2004 at the peak of early aughts fashion choices and featured Barbie dolls sporting idiosyncratic Y2K styles. Barbie Fashion Fever discontinued in 2009.
Merging that same early aughts style with a contemporary, Gen Z edge and boldness, the collaboration spotlights pops of color with youthful prints and more that still feel akin to the Barbie brand. The collection features 71 pieces in total, from ready-to-wear apparel and accessories that include sunglasses, bags and jewelry, among others.
“From the beginning, we invited Barbie to step into a fashion playground where nostalgia meets what’s next,” Roberta Black, Edikted’s vice president of brand, said in a statement. “Together, we pulled from Barbie’s expansive dream closet archives to design a collection that connects to Gen Z where they are, delivering pieces that feel expressive, confident and very now.”
Along with the official collection drop, Barbie x Edikted will host a VIP launch event at The Grove in Los Angeles on May 8 to celebrate the collaboration and new curation. A full pop-up will follow for members of the public to experience the collection firsthand until May 10.
The immersive pop-up experience will feature rare archival Barbie pieces that inspired the Barbie x Edikted collaboration. A fully shoppable showroom will include the entire collection alongside editorial props and a Barbie doll display.
Based in Los Angeles, Edikted is a brand influenced by pop culture, technology and style specializing in Gen Z aesthetic choices. Taking inspiration from streetwear to runway trends, Edikted’s curations include wardrobe staples from T-shirts and tanks to cutout dresses and more.
