Jasmin Larian on the return of the Bratz doll in fashion and pop culture – WWD

Jasmin Larian on the return of the Bratz doll in fashion and pop culture – WWD

Bratz is going in fashion.

Under the creative direction of Cult Gaia founder Jasmin Larian, Bratz has signed several fashion collaborations, including Dolls Kill, Puma and Cult Gaia, which are grooming early 2000s fashion dolls for a modern return.

Under Larian’s guidance, Bratz revamped its entire presence in fashion and pop culture, including branding and social media. Bratz also went viral on TikTok for recreating scenes from “Scream” and “Mean Girls” movies. It is currently the most followed doll brand on Generation Z’s favorite social platform TikTok.

Last fall, the fashion doll company went viral on TikTok when it animated Bratz dolls to recreate horror movie scenes in time for Halloween, including Megan Fox and Amanda Seyfried in the cult classic “Jennifer’s Body” and Drew Barrymore in “Scream”. ”.

The following month, Bratz performed the iconic “Jingle Bell Rock” dance snippet from “Mean Girls,” starring the original release of the line’s dolls — Cloe, Yasmin, Jade and Sasha — to promote their collection with Makeup Revolution.


Killing boyz, brb👄🔥#bratz #meganfox

♬ original sound – bratz

Her return comes as Y2K trends continue their resurgence, dominating fashion and culture.

Bratz is tapping into people’s desire for nostalgia, said Larian, who was the inspiration for the Yasmin doll. His father, Isaac Larian, is the founder and CEO of MGA Entertainment, the maker of Bratz.

“The fans have grown up and are now doing the things they dreamed of doing through the dolls,” Larian told WWD. “[Bratz] imagination and passion reinforced by fashion, creativity, going against the grain, being outside the box – almost like renegades. It was the voice of a generation that can now act on who they are and be in the world based on what Bratz dolls inspired them to be.”

Bratz has always strayed from the conventional path and helped pave the way for a greater diversity of toys. When most dolls were blonde, fair-skinned, and blue-eyed, Bratz’s first line of dolls had different skin tones, hair colors, and eye shapes. Dolls were well known for their disproportionately large heads and full lips.

“It really changed what people saw in the toy aisle. Being able to relate to the different skin tones of these dolls was huge,” said Larian. “What my dad always said is, ‘They don’t have to be a specific breed. Yasmin may be Persian. She may also be Hispanic. She can be whatever the person who wants that doll wants. That’s the beauty of Bratz. It’s that commitment to diversity, but not just to be diverse, it’s just who we are. It’s built into the brand.”

When the original Bratz Pack came out, some retailers said they just wanted to buy Cloe, the blonde with blue eyes, one of four dolls. But according to Larian, she and the rest of the MGA Entertainment staff declined.

“One of the core tenets of the brand is that these dolls are a package. It was originally called the Bratz Pack, and they are friends,” said Larian. “What we said to these retailers was, ‘No, they come in a box with all the dolls. You have to buy everything or you won’t get any.’”

For the dolls’ 20th anniversary in 2021, Bratz has released the “20 Yearz Special Edition” of its four original dolls, through popular retailers such as Walmart, Target and Amazon.

Furthermore, 2021 was also the year the brand consolidated its presence in the fashion world, with several collaborations with high-end brands such as Cult Gaia and GCDS with Y2K style trends – chunky shoes, tops and butterfly motifs.

“The Bratz always wore cool things,” Larian said. “I remember as a kid, when I played with the dolls and helped with them, the detail that went into each piece was kind of never seen before. It made you aspire to flaunt these fashions, and the people who grew up with them now have their own lines.”

“We’re definitely seeing this return of Y2K as well, which I definitely think was part of the Bratz height, but it’s not just what Bratz are, so it involves the brand in a way,” she said.

For Larian, her involvement with Bratz was one of several points of inspiration that led her to start her own fashion house, Cult Gaia, in 2012. The brand initially became known for its signature Ark Bag, which was popular on Instagram, before it became the popular resort clothing line we know today.

“I always knew before Bratz that I would make fashion. My mom was a fashion designer, but I think I learned about building products and brands almost by osmosis, just from being so exposed,” she said.

In March, Larian brought their two worlds together to create a collaboration between Bratz and Cult Gaia, featuring bright colors, jeweled accessories and patterns like snakeskin.

The Bratz TikTok page includes a series of animated, real-life videos of the dolls in certain settings or even throwback content from the brand’s old video games, including the Tweevil twins, Kirstee and Kaycee.

In April, the brand relaunched its Sweet Heart Meygan doll on Amazon, Target and Walmart. Bratz promoted it with a TikTok video that showed Meygan pulling the “Love Meter” machine to see which characters from the Bratz world are compatible. One of the couples included a same-sex couple, which was widely praised by the Bratz fanbase.

Recently, Bratz released their first Pride 2-Pack dolls, which consisted of a couple Roxxi and Nevra. The launch was a collaboration with Amsterdam-based fashion brand JimmyPaul, sporting bright, colorful hues inspired by the official LGBT Pride flag and celebrating queer history and love.

“With Bratz, we can now just talk to our fanbase and not apologize to our community, standing up for their rights, having a voice and being super authentic,” said Larian. “There’s an authenticity to Bratz that you can’t find anywhere else. To me, that’s the most important thing about a brand – that feeling and that veracity of authenticity.”


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