The influence of the upcoming Wicked film is already casting a spell over the fashion world, with pink and green hues dominating trends even before the movie hits theaters. Thanks to stars Cynthia Erivo and Ariana Grande, the buzz is palpable. Their stylish appearances in shades of emerald green and pastel pink—reminiscent of their characters Elphaba and Glinda—have been spotlighted since the Academy Awards earlier this year. From custom Louis Vuitton jerseys to dazzling Met Gala looks, the pair has created a ripple effect on fashion and pop culture.

Fashion Industry Embraces the Magic

The Wicked phenomenon has sparked a surge in media impact value (MIV), with brands dressing the stars accumulating over $27 million to date. Ariana Grande alone generated $8.5 million in MIV at the Met Gala while wearing Loewe. Beyond the red carpet, searches for Wicked-related fashion on platforms like Depop have skyrocketed, with phrases like “Glinda” and “Elphaba” seeing increases of over 3,000% since mid-2024.

Experts highlight this as a continuation of last year’s Barbie trend, where merchandise and fashion became extensions of fandom. Seyi Oduwole of The Future Laboratory notes, “People want to immerse themselves in a world… It’s not just about seeing the movie—it’s about living the movie.”

Collaborations Galore

Brands have been quick to jump on the Wicked wave. Over 60 capsule collections have been released, from high-street names like Forever 21 and Gap to luxury brands like Camilla. Collections range from practical totes and hoodies to ornate kaftans and custom-designed pieces. Notably, Australian brand Camilla created three new prints inspired by Wicked, embedding motifs from the musical into the designs.

Luxury brands are also leveraging Wicked fever by dressing its stars for high-profile events. Cynthia Erivo’s partnership with Louis Vuitton and Ariana Grande’s red-carpet appearances in Vivienne Westwood, Giambattista Valli, and Thom Browne have been pivotal. These collaborations resonate with audiences and align seamlessly with the aspirational nature of luxury branding.

A Lasting Impact

The hype surrounding Wicked extends beyond the premiere. As one of Broadway’s longest-running productions, its legacy ensures that fan engagement will persist long after the film leaves cinemas. Designers like Camilla Franks are banking on this, creating pieces that transcend trends and stand as timeless tributes to the story’s magic.

The Wicked phenomenon isn’t just a moment; it’s a movement—one that highlights the intersection of storytelling, fashion, and fandom. Whether through affordable merchandise or exclusive couture, fans have endless ways to channel their inner Glinda or Elphaba and become part of this fantastical tale.