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Gap brings Barbiecore to the UK with latest collection

Chloe Burney
12 June 2023

With just one month to go before the release of Warner Bros’ long awaited Barbie movie, starring Margo Robbie as the protagonist and Ryan Gosling as Ken, global retailer Gap has launched a Barbie-themed collection.

The limited edition Gap x Barbie is now available exclusively in the UK on Gap.co.uk and in Gap’s flagship Oxford Street, London store.

The collection, for women and kids, combines Gap's signature style and product icons with classic Barbie™ branding. It includes a range of graphic t-shirts, vests, logo hoodies, cycling shorts and a cap. Each piece is created in Barbie's signature style:  bright pinks and bold patterns.

To support the launch, Gap has produced a video entitled "I Am Barbie, We Are All Barbie" to showcase the product, where a cast of ‘Barbies’ embrace their individuality and personal style.

According to Clearpay, the film sparked a "Barbiecore" frenzy, which saw sales of fuchsia clothing dramatically increase by 44% in the quarter leading up to July 2022.

Fashion psychologist, Shakaila Forbes-Bell, commented: "It goes without saying that Barbie is a fashion icon, so it’s unsurprising that scenes from filming of the new movie are inspiring consumers to tap into her style. The increase in sales of pink and neon clothing is fitting with the ongoing trend of dopamine dressing, and if we review Barbie’s wardrobe, it’s a perfect example of dressing to boost your mood.

"Nostalgia is also known to spark joy and for many, Barbie brings back positive memories from childhood, so I expect #Barbiecore to continue to be popular."


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