Barbie dolls have worked with other fashion brands before. Since 1959, many fashion brands and designers have dressed the doll in limited editions that collectors all over the world love. Balmain, Moschino, Vera Wang, Diane von Furstenberg, Oscar de la Renta, and a lot of other famous designers have had the chance to dress this famous person. For example, when the Karl Lagerfeld Barbie came out in 2014, it sold out right away. Now, collectors can only find her on sites like Ebay, where she costs more than $7,000 each.
Most of the time, these collaborations have been between international brands, but in 2022, Mattel wanted to honour Day of the Dead by working with a Mexican designer in a different way. Would it have the same amount of success?
Co-branding strategies have become more powerful over time. Visual Objects did a study that found that 71 percent of consumers like co-branding. This is because these launches give them new product options, original creations, and products that solve unique problems or add value to products they already love. From the brand’s point of view, a Partnerize study showed that more than half of companies say partnerships bring in more than 20% of their total revenue.
Younger people are even more interested in co-branding and partnership strategies. Statista did a survey in 2018 and found that 67 percent of Generation Z said they had bought luxury items from collaborations. Also, 60% of millennials and 40% of Gen X bought products from collaborations, especially those between fashion brands.
Culture, style, and the success of a business
“Day of the Dead.” Barbie isn’t new. Mattel released their first Day of the Dead (Da de los Muertos)-themed Barbie doll in 2019, but the launch was met with criticism about cultural appropriation and making money off of an old tradition.
People have believed for a long time that on the Day of the Dead, the barrier between the world of the dead and the world of the living opens for just one day, so that the dead can come back and see their loved ones. This holiday celebrates the lives of those who have died to honour them.
Day of the Dead 2019 Barbie was made by Javier Meabe, who is the Barbie Signature designer. He wanted to show both his Mexican heritage and his memories of celebrating this holiday in Mexico when he was a child. He even told The New York Times at the time that the dress on the doll was based on one that his mother used to wear.
In 2020 and 2021, Meabe made new versions of the Barbie Signature Da de los Muertos Collection. She was inspired by the customs, symbols, and rituals of this holiday. But in 2022, the company decided to change its plan. Instead, they asked a fashion designer from Mexico to join them for the first time. Benito Santos was the first Mexican designer who worked with Barbie to make a Day of the Dead doll.
In 2022, there were three limited-edition dolls. Two of them were made by Meabe, and one was made by Santos. The Benito Santos x Barbie doll sold out in just four minutes. Inspired by traditional charro clothes, the doll wore a custom-made black dress with white and crimson embroidery. The same designer who made the famous red dress actress Ximena Navarrete wore when she won Miss Universe in 2010 has now dressed Barbie in a skirt with a dramatic mermaid hemline and a cropped bolero jacket.
“Working with Benito Santos was a great experience for teamwork. What I liked most about working with Benito was finding a new way to bring his ideas to life. He showed us trend boards so we could see what ideas he wanted to get across, and then we worked together to make his creative vision work on a Barbie scale,” Meabe said. “It was a project that both Benito’s team and the Barbie team were very excited about. I’m excited to have Benito join the Barbie brand and hear what it means to him to celebrate Day of the Dead with Barbie.”
The clothes that the Benito Santos x Barbie doll wears are black, red, and white. Her white shirt has a red bow and bright red buttons. The red roses and white leaves that are embroidered on the layered mermaid-shaped skirt and the fitted jacket are a nice touch. A red rose headdress and silver and red jewellery add to the elegance of the design.
Not only did this Barbie doll’s clothes and makeup reflect Mexican culture, but she also showed off the mariachi tradition from the designer’s hometown. So, the brand avoided accusations of stealing from other cultures and had a successful start with a new fashion collaboration.
This article appeared on FashionUnited.mx before.
