‘Wicked’ Press Tour Fashion Made the Film a Cultural Phenomenon
By Audrey Cooper – November 22, 2024
Wicked tells the “true” story of Glinda the Good and the Wicked Witch of the West—the iconic witches first introduced in the 1939 film The Wizard of Oz. The 2024 film is an adaptation of the beloved Broadway musical of the same name that has been around for decades. Wicked is directed by Jon M. Chu and is set to premiere worldwide Friday, Nov. 22. With an amazing and expensive marketing campaign—including more than 400 brand partnerships—Wicked is simply everywhere.
For their press tour, the Wicked cast has embraced method dressing to promote the film, wearing outfits that symbolize the characters, plot, and themes found throughout the movie. Ariana Grande and Cynthia Erivo, starring as the Good Witch Glinda and the Wicked Witch of the West Elphaba, have appeared hand in hand at many red carpets and events wearing their signature pink and green. The two stars have traded the yellow brick road for the runway, leaving us eager to show our favorite moments from Wicked’s promotional period.
2024 Super Bowl
The film's official press tour started at the Super Bowl in February. Before kickoff, Grande and Erivo appeared in sparkling custom Louis Vuitton dresses inspired by football jerseys. The number “27” on the back of both jerseys nodded to the film's original Nov. 27 release date.
Paris 2024 Olympics
Grande looked magnificent while posing at the opening ceremony in front of the Eiffel Tower in a custom bow-trimmed, sleeveless drop-waist dress made of light pink fabric by Thom Browne. She completed the look with white gloves and pink-and-white heels. Erivo looked wicked in a strapless Louis Vuitton emerald green gown with a structured skirt that flared out at the waist. She added a wide-brim hat, chunky rings, and gold-drop earrings.
Mexico City Premiere
Grande stunned in an iridescent Atelier Versace corset gown that changed color in the light, similar to the bubble her character travels in. Erivo showed out in a glittering black Thom Browne gown with a structured waist and two clawed hands protruding from the shoulders. She accessorized with black platform heels and emerald nails.
WSJ Magazine 2024 Innovator Awards
Grande wore a silhouette-enhancing tulle gown embellished with swirling floral appliques by Vivienne Westwood. She enhanced the enchanting look with Swarovski jewels and a pair of Gianvito Rossi heels. Erivo appeared in a gray set layered with a bright green jeweled dress by Erdem.
Australia Premiere
Grande once again wore a Vivienne Westwood gown, this time in blush pink, inspired by Glinda’s original ensemble from The Wizard of Oz. The princess-like look included an eye-catching butterfly necklace by Lorraine Schwartz. Erivo attended the Australian premiere in a black strapless gown with a structured skirt by Louis Vuitton. The edgy gown was paired with a lion’s head choker and her now-iconic long bedazzled nails.
Los Angeles Premiere
Grande dazzled the audience in a pair of silver heels covered in 4,000 Swarovski crystals. The impressive shoes went nicely with her checkered white-and-baby-pink gingham Thom Browne dress, matching gloves, and hair bow. Erivo glowed in her signature green, wearing a latex cut-out gown and a captivating floor-length fringed shawl by Louis Vuitton. The look was finished off with a gorgeous collier by Robert Coin.
New York Premiere
Grande walked the carpet in a Louis Vuitton rose-pink gown with a peplum bottom and a crystal choker by Lorraine Schwartz. Erivo wore a stunning Dior Haute Couture dress with a sheer long-sleeve top and silk skirt, along with a veiled headpiece by Stephan Jones and long, embellished black-and-white nails.
London Premiere
Grande, despite appearing in Glinda’s trademark pink for a majority of the press tour, shocked audiences with a gorgeous bright yellow Ralph Lauren floor-length gown and round-frame sunglasses with Swarovski jewelry. Erivo rocked a look from Schiaparelli’s fall/winter 2024 couture collection. She strutted the carpet in an all-black ankle-length ball gown with a velvet turtleneck and a ruffled skirt. The structured skirt included a leg slit, paired nicely with bronze-flecked sequin tights, long velvet gloves, and a feathered cap.
Along with a dazzling press tour, Wicked’s team has also done an excellent marketing job by racking up collaborations with brands such as Vera Bradley, H&M, Bombas, IT Cosmetics, Stanley, Bloomingdales, Gap, Rebecca Minkoff, Aerie, and Forever 21.
With a press tour that has proven to be a spellbinding showcase of fashion and performance that looks to impress, we simply cannot wait to see Wicked in theaters.
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