Method dressing isn’t new—but it has never been this strategic

In cinema, method dressing has always existed in some form. Actors have long nodded to their on-screen roles while promoting a film. But in the age of social media scrutiny, viral red carpet moments, and fan edits dissecting every hemline, it has evolved into something far more deliberate. Today, it is not just about wearing pink for a Barbie film or opting for vintage looks to promote a period drama. It is about building a cohesive, but not in-your-face, visual story that spans premieres, photocalls, talk shows, and even paparazzi moments.

What was once a playful styling choice is now a calculated extension of a film’s marketing strategy. Every outfit is a headline, and every archival reference is a talking point. Stylists collaborate with luxury houses, designers dip into archives, and fashion becomes part of the cinematic universe. The result is a press tour that feels less like promotion and more like performance.

Margot Robbie's archival power play

Margot Robbie turned her Wuthering Heights press tour into a global spectacle as she embraced a romantic, Victorian-inflected wardrobe that felt like an extension of her character Catherine Earnshaw herself. Stylists turned to gothic and archival pieces. Robbie opened in a dramatic black Roberto Cavalli mini dress with velvet-trim bell sleeves, paired with a ruby-and-gold pendant on a velvet choker and sky-high Christian Louboutin heels. Other signature looks included a sheer black lace Alexander McQueen mini, and Victoria Beckham feathered pieces that echoed the novel’s own evocative imagery.

Her most talked-about premiere look was a custom Schiaparelli ball gown with lace, velvet, and scarlet satin that looked like it was absorbing the red carpet. The stunning outfit was anchored by Nur Jahan's famous Taj Mahal diamond necklace, currently owned by Cartier, and once owned by actress Elizabeth Taylor, which also sparked much controversy over its origins. Alongside that historic piece, she wore custom Lorraine Schwartz earrings and 19th-century ruby and diamond rings, reinforcing the story’s emotional core in jewellery as much as in dress. Robbie also incorporated historically meaningful pieces like a Victorian mourning bracelet replica inspired by the Brontë sisters.

Zendaya's switch from sci-fi to tennis-core

Fashion for Zendaya has always been about transforming a theme into tangible style. At the London premiere of Dune: Part Two, she donned a metallic Mugler “gynoid” suit resembling sci-fi armour, a clear nod to her character in the film. Other stops included plum-toned Roksanda and Louis Vuitton two-pieces, sleek Alaïa spiral dresses, and Bottega Veneta wool and leather ensembles that whispered desert mysticism.

When it came to Challengers, Zendaya’s press tour turned to tennis-core, referencing the film’s competitive, court-centric world. She wore a series of custom dresses and sharply cut suits that nodded to the sport: a shimmering green custom Loewe gown at the Sydney premiere; vintage Louis Vuitton archival green pantsuits, classic Thom Browne tennis-inspired tailoring; and sporty looks with practical, tennis ball-green accents and even athletic-styled heels. A striking white custom Alaïa hooded dress with Bulgari bracelets and tennis ball-referenced accessories tied the narrative together, proving that method dressing could be playful and elegant at the same time.

Lady Gaga's theatrical intensity for 'Joker'

For Joker: Folie à Deux, Lady Gaga leaned into theatrical tension that mirrored her role’s psychological complexity. On various red carpets, she paired sharply tailored suits with dramatic makeup and sculptural headpieces that felt both couture and unsettling. Gaga’s approach leaned into her character's mindset more than being literal, using bold silhouettes, oscillating colour palettes, and statement jewellery to channel the film’s frenetic energy. 

Alia Bhatt's white prowess for 'Gangubai Kathiawadi'

When promoting Sanjay Leela Bhansali's Gangubai Kathiawadi, Alia Bhatt leaned into an aesthetic anchored in white, mostly sarees, with subtle yet specific designer details, all in tandem with her character in the film. She chose traditional draping in chiffon and silk, minimal yet statement-making jewellery, and red rose hair accents throughout the promotions. These sartorial choices echoed Gangubai’s personal style in the film, while also turning each of Bhatt's public appearances into a continuation of the character's narrative.

Janhvi Kapoor's sporty motif for 'Mr & Mrs Mahi'

For Janhvi Kapoor’s Mr & Mrs Mahi promotion, sporty notes punctuated her wardrobe throughout the press tour. Structured dresses with athletic stripe details, tailored separates that hinted at cricket aesthetics, and playful accessories suggested sporty energy without resorting to literal costumes. The result was a fun promotional wardrobe rooted in cricket themes, as it was the sport that inspired the plot of the film.

Across these examples, what feels new is intention. Method dressing has transitioned into a strategic art, where fashion becomes an extension of the film's narrative. Actors use couture, archival treasures and thoughtful accessories not as fashion pieces, but as cues that deepen the audience’s connection to their characters before the film actually hits the screen.

Lead image: Getty

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