The business of Wicked

The musical is one of Broadway’s longest-running productions; it’s been performed since 2003. So, for existing fans, excitement about Wicked fashion will outlast the film’s buzz.

Franks, for instance, designed with longevity in mind. “I’ve designed these pieces as ‘feel-good fashion’. They’re wearable artworks for unique, colourful spirits,” she says, adding that the Wicked pieces are designed just like any other Camilla piece. “They are handcrafted and never trend driven, made to be treasured forever and passed down from generation to generation.”

Béis also designs with non-Wicked fanatics in mind, in hopes that this will broaden the appeal. “A key point of differentiation in our approach to designing these collections is considering how they will be perceived by consumers who may not be Wicked (or Barbie) fans,” Money says. “These collections aren’t just about fandom — they’re about bringing something special and functional to every travel experience.” To this end, Béis added existing black items into the Wicked collection (styled with a witch hat) to capitalise further on the hype.

That said, the brand-opportunity window is limited, experts say. The fashion trend cycle — and news cycle — moves fast, and the majority of Wicked-branded items sell during the peak. “We’ve seen with the Barbie film that, although it was a huge success that took over our feeds for the summer, we’re now onto the next thing,” Oduwole says. Wicked will capture the world’s attention for the season, but will soon become something we reference back to as a pop culture 2024 phenomenon.”

That said, Wicked: Part Two is slated for November 2025, so brands may just be able to reap the benefits of the pink and green fervour once again next year.

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