Gap is collaborating with Universal Pictures on a 20-piece “Wicked” collection, according to an email sent to Fashion Dive.
The collection became available on Monday, about a month before the cinematic release of “Wicked” on Nov. 22. Items are available in children’s and adult sizes and come in colorways central to the movie’s theme: green, pink and black.
In the release, Gap said the colors are meant to represent the lead characters, Elphaba and Glinda, played in the movie by Cynthia Erivo and Ariana Grande, respectively.
The collection includes socks, headbands, beanies, graphic tees and sweaters. It also offers hoodies featuring Gap’s logo, but with the “A” replaced with either Elphaba’s or Glinda’s silhouette. Prices range from $12.95 for socks to $79.95 for the adult hoodie.
Ahead of the movie’s premiere, Universal has collaborated with multiple brands on “Wicked” merchandise. So far this year, it launched collections with Forever 21, H&M, Crocs and Aldo. Beyond apparel, Universal has also collaborated with Stanley Cup, Betty Crocker and Mattel on “Wicked” merchandise.
Fashion collections inspired by movies have been successful in the past. Last year, a wave of “Barbie”-inspired merchandise influenced consumer buying and trends, and in one case, led Wrangler parent company Kontoor Brands to a revenue boost. Movie-inspired fashion trends are also likely to have a shelf life beyond the film’s cinematic release as they stretch into awards season.
Character-focused collaborations aren’t new for Gap. Last month, it launched a collection with Disney that included vintage- and collegiate-inspired pieces, featuring Mickey Mouse and Donald Duck.
Also this year, Gap collaborated with brands Cult Gaia, Madhappy, Dôen and Palace.
Gap Inc., which owns its namesake brand, Old Navy and Banana Republic, named Zac Posen creative director of the entire apparel conglomerate in February.
