Influencers create these micro labels, and the luxury brands behind them use the influencers-driven-micro-labels to target newer, younger consumers. On July 9, 2021, Greta Gerwig announced that she would be directing the live action Barbie movie. Valentino recognized that Gerwig’s announcement reawakened Barbie fans and knew they could capitalize on an audience obsessed with Barbie Pink. On March 6, 2022, Valentino released their Pink PP F/W 22-23 collection, and “barbiecore” began to dominate runways from top designers to emerging brands across the world.

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