Dressed for the Role: How Method Dressing Became Hollywood’s Secret Marketing Weapon

For as long as Hollywood has been creating cinematic masterpieces, it’s also been mastering the art of selling them. And one of the most tried-and-true tricks in the promotional playbook? The press tour. Sending stars out to make their latest project the talk of the town has always been a staple of film marketing. While interviews have historically been the star of the show, today’s visual-driven social media era has birthed a new phenomenon: method dressing.

What Is Method Dressing?

At its core, method dressing is the practice of actors wearing outfits that visually or thematically connect to the film they’re promoting. It’s a sartorial nod to their characters or the movie’s themes, seamlessly blending fashion with storytelling. While it’s not a brand-new concept, method dressing has exploded in popularity over the past few years, driven by the visual demands of social media platforms like Instagram and TikTok.

Margot Robbie (Barbie), Zendaya (Dune), and Halle Bailey (The Little Mermaid)

A Glimpse into Method Dressing’s Evolution

Method dressing can be traced back to the 1990s, with iconic moments like Geena Davis wearing a baseball-inspired dress for A League of Their Own (1992) and Glenn Close channelling Cruella de Vil at the 101 Dalmatians premiere (1996). Madonna took it a step further during the press tour for Evita (1996), where her outfits mirrored her character’s iconic style.

Geena Davis (A League of Their Own) and Glenn Close (101 Dalmations)

However, it wasn’t until the 2010s that method dressing became a staple of major film promotions. For Disney’s Maleficent (2014), Angelina Jolie embodied the dark elegance of her character, while Elle Fanning embraced Aurora’s whimsical aesthetic with pastel florals and lace.

Zendaya, a master of method dressing, first experimented with the trend for The Greatest Showman (2017). Her looks, styled by the visionary Law Roach, paid homage to her circus performer character, elevating her presence on the press tour. Blake Lively followed suit (literally) for 2018’s A Simple Favor, exclusively wearing power suits embodying her character.

The Big Names Behind the Trend

Some celebrities have become synonymous with method dressing, seamlessly blending fashion with the stories they help bring to life. Zendaya and her long-time stylist Law Roach are at the forefront of this movement, turning red carpets into an extension of the films they promote. Their collaboration gained traction with The Greatest Showman, where Zendaya embraced bold, carnival-inspired outfits that set her apart from her more understated co-stars. This approach continued with futuristic, character-driven looks for Dune and playful, comic-inspired styles for her Spider-Man press tours.

In 2022, method dressing saw a surge in popularity. Jenna Ortega fully embraced her gothic alter ego from Wednesday, sporting looks that mirrored her character’s dark aesthetic during promotional events. Similarly, the cast of Batman made an impression with thematic fashion choices: Robert Pattinson channelled Bruce Wayne in sleek, all-black ensembles, while Zoë Kravitz leaned into her Catwoman persona with a black gown featuring a striking cat-shaped corset.

Jenna Ortega (Wednesday) and Zoe Kravitz (Batman)

By 2023, method dressing had cemented itself as a cultural phenomenon. Halle Bailey adopted mermaid-inspired outfits for The Little Mermaid, but it was Barbie that redefined the game. Margot Robbie, guided by stylist Andrew Mukamal, delivered a parade of Barbie-themed looks, each either referencing specific dolls or embodying the brand’s pink aesthetic. Her looks blurred the lines between actor and character, inspiring audiences to join the Barbiecore trend and turning the press tour into a cultural moment.

Margot Robbie on Barbie Press Tour

As 2024 ends, method dressing remains a prominent marketing strategy. The Wicked adaptation highlighted this, with Cynthia Erivo and Ariana Grande showcasing their characters through signature green and pink looks, while Zendaya continued to set the standard. Her promotional looks for apocalyptic Dune: Part Two and tennis-centric Challengers are as much a part of the storytelling as the films themselves. Law Roach explained, “The looks serve as an extension of the wardrobe from the movie. It’s intentional and purposeful.”

Zendaya (Challengers)

With over 13 years of collaboration, Zendaya and Roach have perfected the art of method dressing, turning what could feel like costume into high fashion. For Roach, it’s about more than just looking the part—it’s about storytelling. “I always try to be a storyteller more than anything else,” he says, and with method dressing, every outfit becomes a part of the narrative.

The Fans Are Dressing the Part Too

Method dressing isn’t just for the celebrities—it’s become a full-blown cultural experience, with fans joining in on the fun. Whether it’s through subtle nods to their favourite films or full-blown outfits, people are embracing the art of dressing for the occasion.

Taylor Swift’s Eras Tour is a perfect example of how this trend has trickled down to fans. Concert-goers have been putting together outfits inspired by Swift’s iconic albums, from glittering 1989 bodysuits to bohemian Folklore-themed dresses. Sabrina Carpenter’s tour also saw fans adopting her sparkly, pastel aesthetic to mirror her on-stage wardrobe. It’s no longer just about watching a performance—it’s about being part of it.

The influence of method dressing reached new heights with Barbie. Audiences didn’t just watch the film—they dressed up for it too. Cinemas were flooded with fans in all shades of pink. The same is true for Wicked, where fans leaned into emerald greens and whimsical pinks to celebrate the film’s iconic colour palette.

Fashion has always been a form of self-expression, but now it’s also a way for people to connect with the stories they love. And if there’s one thing these trends have shown us, it’s that everyone can be part of the narrative—whether you’re walking a red carpet or just sitting in the cinema with your friends.