Jasmin Larian on the return of Bratz Doll to fashion and pop culture – WWD

Bratz is entering full fashion.

Under the creative guidance of Cult Gai founder Jasmine Larian, Bratz has forged several tumultuous fashion collaborations, including Dolls Kill, Puma and Cult Gaia, which set up early 2000s fashion dolls for a modern comeback.

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

Last fall, the fashion doll company went viral on TikTok when it animated Bratz dolls to recreate scenes from scary movies 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 fixed the cult “Jingle Bell Rock” dance clip from “Mean Girls,” starring the original launch of the dolls – Cloe, Yasmin, Jade and Sasha – to promote her collection alongside the Makeup Revolution.


Killing boyz, brb👄🔥#bratz #meganfox

♬ original sound – bratz

Their return comes as Y2K trends continue to recover, dominating fashion and culture.

Bratz uses people’s desire for nostalgia, said Larian, who was the inspiration for the Yasmin doll. Her father, Isaac Larian, is the founder and CEO of MGA Entertainment, a Bratz manufacturer.

“Foni has grown up and is now doing things they dreamed of through dolls,” Larian told WWD. “[Bratz] heightened imagination and passion for fashion, creativity, unusual behavior, going beyond – almost like apostates. It was the voice of a generation that can now act on who they are and be in the world based on what they were inspired by Bratz dolls. ”

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

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

When the original Bratz Pack was launched, some retailers said they wanted to buy only Cloe, a blue, blue-eyed one of the four dolls. But according to Larian, she and the rest of the team at MGA Entertainment declined.

“One of the basic principles of the brand is that these dolls are a pack. It was originally called Bratz Pack, and they are friends, ”Larian said. “We told those sellers: ‘No, they come in a box with all the dolls. You have to buy everything or you won’t get anything. ‘”

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

In addition, 2021 was the year in which the brand cemented its presence in the fashion world, with multiple collaborations with top brands with Cult Gaia and GCDS, which presented trends in Y2K style – chunky shoes, T-shirts and butterfly motifs.

“Bratz always wore things that were cool,” Larian said. “I remember as a kid, when I played with dolls and helped with them, the detail that was put in each piece was unprecedented. That’s why you strived to flaunt this fashion, and the people who grew up with them now have their own lines. ”

“We’re definitely seeing this Y2K comeback as well, which I definitely think was part of Bratz’s height, but it’s not just what Bratz is about, so it kind of connects the brand,” she said.

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

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

In March, Larian merged her two worlds to create a collaboration between Bratz and Cult Gaia, with bright colors, jewelry adorned with jewelry and patterns like snake skin.

The Bratz TikTok site includes a range of animated and real-life videos of puppets in specific scenarios or even feedback from the brand’s old video games, including Tweevil Twins, Kirstee and Kaycee.

In April, the brand re-launched its Sweet Heart Meygan doll on Amazon, Target and Walmart. Bratz promoted it with a TikTok video showing Meygan pulling a “Love Meter” machine to see which characters in the Bratz world are compatible. One of the couples included a same-sex couple, which met with praise from Bratz fans.

Recently, Bratz released its first Pride 2-Pack dolls, which consisted of a pair of Roxxi and Nevre. The launch was achieved in collaboration with the Amsterdam-based fashion brand JimmyPaul, which boasts bright and colorful shades inspired by the official Pride flag and celebrates queer history and love.

“With Bratz, now we can only talk to our basic fan base and we don’t apologize to our community, we stand up for their rights, we have a voice and we are super authentic,” Larian said. “There is an authenticity of Bratz that you can’t find anywhere else. For me, this is the number one most important thing about the brand – this feeling and that truthfulness of authenticity. ”


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