Film merch is big business for fashion brands. But will the hype fizzle?

Propelled by the likes of Marvel’s flicks and ‘Barbie,’ film merch is fashion’s goldmine. But will it survive rising consumer consciousness of sustainability?

When director Sofia Coppola’s Priscilla biopic hit the big screen in the US this month, it wasn’t the film that caught the fashion community’s attention. It was a 14-karat gold heart-shaped locket, inspired by Priscilla Presley’s own necklace, recreated by Los Angeles-based jeweler J.Hannah.

On sale for $1,280 via J.Hannah’s website (or $400 for the silver version), the locket is the brand’s first collaborative project alongside arthouse entertainment company A24. It also marks A24’s fine jewelry debut.

“This is our first time collaborating with a production company this way,” Jess Hannah Révész, founder of J.Hannah, tells Jing Daily. “I had been chatting about the upcoming movie with my studio manager days before I received a DM from A24’s creative director, so the timing of it all felt very serendipitous.”

The big merch machine

This is no small trend. Last year, Business Research Insights reported that the global movie merchandise market reached $29 billion, and it is projected to touch $128 billion by 2030.

Révész’s brand is the latest to join the film merch machine. For fashion, movie merchandise is big business, with brands like Loewe, H&M, and Net-A-Porter contributing to its growth.

“It’s a ticket to the center of pop culture,” Annie Corser, senior trends editor of pop culture and media at Stylus, tells Jing Daily. “People are very keen to indicate that they appreciate the right things, the big cultural moments.”

But with fast-fashion titans saturating the landscape, competition for IP intensifying, and sustainability concerns growing, consumer fatigue is setting in. Can brands win back cinephiles? Continue to read the full article here

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