BEHIND THE SEAMS
With Barbiecore taking the world by storm, we caught up with the Head of License Design Lisa Cain, who shares her insights on developing this year’s iconic capsule collection.
How did the team come up with the idea of doing a Barbie collection?
We were shown some really early content by Mattel at the Las Vegas Licensing Expo last year and were blown away by it. The sets and fashion were amazing, and with the “Barbiecore” trend growing, we knew it was going to be huge and a must have campaign to launch in time with the movie.
Can you explain the process of how you got from the idea to the amazing range in stores today?
We first worked with Mattel on identifying and securing artworks like the iconic Barbie Land logo from the movie. We then worked with Mattel’s creative design team to create bespoke movie graphics that would be used across womenswear, menswear, kidswear and lifestyle products. We then pulled all this together in a creative direction for teams to follow. This includes mood direction, colour, shape, and the exclusive graphics so that we have a cohesive collection.
What were you most excited about when designing the range?
The whole creative process has been a phenomenal experience, but it has to be designing the exclusive Venice Beach outfits from the movie. Recreating these iconic outfits had its challenges as the product and design had to be authentic and true to the movie.
How did it feel working on a collection that is based around one of the most iconic toys?
In the License Design Team here at Primark, we are very lucky to work with lots of iconic brands and partners, but yes, this one felt different and exciting due to the hype that was building around the movie. Having access to very early screenings of the movie and the fashion within it was very exciting – and top secret! And of course, working with one of the most famous toys in the world with all that inspiration and history to hand has been amazing. Barbie is part of so many of our childhoods and it’s been fantastic to work on something so recognisable and see it reimagined for today.
Any key takeaways or learnings to share from the overall process?
A key takeaway would be that close collaboration with our partners and the Primark product teams is essential to delivering successful products for our customers which absolutely drives the ‘don’t walk run to Primark hype’.
Lastly, what’s your favourite product from the collection?
That’s a hard question as I am proud of all it, but I'm coming back to it again, it has to be the exclusive Venice Beach outfits. I’m really looking forward to seeing how our customers style this up over the coming weeks.