Barbie's Dreamhouse Takes Over Selfridges

by SHOWstudio on 17 July 2023

The leading department store is getting Barbie-fied with a full 360 experience which includes includes costume and set designs from the new Barbie film, plus beauty and toys bringing the Greta Gerwig-directed feature starring Margot Robbie and Ryan Gosling to life.

The leading department store is getting Barbie-fied with a full 360 experience which includes includes costume and set designs from the new Barbie film, plus beauty and toys bringing the Greta Gerwig-directed feature starring Margot Robbie and Ryan Gosling to life.

Since she was launched in 1959, Barbie has been the most well-known, and iconic, fashion doll. In the trailer for the new Barbie film directed by Greta Gerwig, actor Margot Robbie towers over children playing with their own models of the Mattell-manufactured doll in a Planet of the Apes- style scene. Wearing a zebra-print one-piece swimsuit - the same design the first Barbie doll was introduced as wearing - she represents the idealised, Western beauty standards the controversial character embodied in her original form, before the Barbie Fashionista's line became the most inclusive doll line on the market with over 175 looks combining skin tones, hair textures, body shapes, disabilities and fashion looks. Ahead of Gerwig's take on the figure hitting UK cinemas on 21 July, Selfridges are opening their doors to the unmissable Destination Barbie.

Selfridges on Oxford Street, London, gets the full Barbie pink makeover, from window displays through to a takeover in The Corner Shop and a pop-up in The Toy Store, where the first Barbie doll with Down's syndrome will be available as the latest addition to the Barbie Fashionista's line, which already includes dolls who use wheelchairs, prosthetic limbs, hearing aids, dolls with vitiligo and a doll without hair. Having worked to innovate and reinterpret the original Barbie model, in 2019 Mattell celebrated Barbie's 60th anniversary with British Vogue by inviting six leading designers including Matty Bovan and Supriya Lele to create bespoke outfits for a line of Barbie Fashionista dolls, also collaborating with Michael Halpern on his S/S 23 collection launch for a limited edition doll. Back in 2013, SHOWstudio, Barbie, and designer Roksanda Ilincic collaborated on a new pad for the fashion doll, swapping her Malibu Dreamhouse for a virtual 3D home inspired by London's Brutalist architecture.

Still from Barbie, 2023
Selfridges London, photograph copyright Tim Charles / Mattell, Inc.

In Barbie's dreamland, dolls can take on a multitude of activities and careers, from Dream CEO Barbie to Western and Athletics Barbie. The pin-up's favourite pastime, however, could be argued as shopping till they drop, and so Selfridges London have transformed The Corner Shop into a world complete with the first Barbie Dream Wardrobe Rental curated by stylist and art director Theo White, who chose looks, available in a wide range of sizes, from the 70s-90s. White says it was 'The ultimate styling job - mining the treasure trove of Barbie’s fashion doll archive to curate an edit of modern and vintage pieces so that fans can pay homage to icon Barbie careers and eras from power dressing CEO looks to dream 70s California pieces by renting Barbie’s Dream Wardrobe!’ The Barbie Dream Wardrobe Rental Edit is now available on Selfridges’ website here.

Selfridges London, photograph copyright Tim Charles / Mattell, Inc.
Selfridges London, courtesy Selfridges

To cool down from the hot pink surroundings, visitors can go to the Barbie Ice Cream Bar, enjoy beauty looks by Lisa Eldridge - the make-up maestro behind many a fashion editorial plus Dua Lipa's music video for the new film - and get their nails done. Of course, there will also be official Barbie movie merchandise including Impala x Barbie Roller Skates inspired by a scene from the film and Chinti & Parker Barbie luxury knitwear. Selfridges Unlocked also gives keyholders access to perks such as prize draws and first look launches, plus free Barbie-pink candyfloss when visiting The Cinema at Selfridges between 17-20 July to watch the film. Find out more here.

'Barbie is such an interesting pop culture icon. We fell in love with the idea of Barbie shopping and spending time at Selfridges. We’ve been following the creative trajectory of the "World of Barbie” over the last decade, embracing inclusive attitudes and positivity. The Barbie brand today and new movie inspired us to take action and bring Barbie to life for this conceptual take on Barbie’s dream world', says Judd Crane, Selfridges Executive Buying Director.

Selfridges London, courtesy Selfridges
Barbie The Movie dolls. Courtesy Mattell, Inc

Outside the store, two windows across the main entrance have re-created two scenes from the film - the only place to see costumes worn by Margot Robbie and Ryan Gosling in the film. The Barbie Dream Disco and Barbie Dream Wardrobe windows include a roller-disco scene and Barbie's one-of-a-kind dressing room. To finish things off, visitors can of course visit The Cinema at Selfridges which will screen Barbie the movie from 21 July, tickets bookable here.

The fun doesn't end there. For customers in Selfridges' Manchester Trafford branch, there will be a pop-up with official Barbie film dolls, as well as Destination Barbie landing in Selfridges Birmingham with merchandise and suitably pink selfie station.

Selfridges London, courtesy Selfridges. Selfie station
Barbie, 2023

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