Primark has given a peek behind the scenes of its Barbie collection, with the retailer’s head of licence design describing the whole creative process as a ‘phenomenal experience’.
Lisa Cain shared her insights on developing the hit collection, saying that the retailer was shown really early content by Mattel during Licensing Expo last year.
“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,” she commented. “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.”
Lisa said that a key takeaway from the overall process was that close collaboration with partners and the Primark product teams is “essential” to delivering successful products for customers, driving the ‘don’t walk run to Primark’ hype.
When asked what she was most excited about when designing the range, Lisa commented: “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.”
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