9 August 2021
BARBIE® FASHION REINVENTION
AND THE POWER OF BELIEVING IN YOURSELF
This story begins with a sharpener.
This sharpener to be exact.
9 August 2021
BARBIE® FASHION REINVENTION
AND THE POWER OF BELIEVING IN YOURSELF
This story begins with a sharpener.
This sharpener to be exact.
I must have gotten it in a party pack from a birthday party or something because my best friend, Lincoln, had one too. His was blue and had penguins on it, and as a not-super-girly-girl, I was green with envy and a little salty that not only was mine pink, but that it had a picture of Barbie® on it.
But of course none of that changed their function.
They were still perfectly good walkie-talkies.
And so we spent many afternoons darting around his house, pretending to be spies, communicating exclusively through our “walkie-talkies.” It was one of the last games we played together before my family moved again and we had to say goodbye. I wonder if Lincoln still has his penguin “walkie-talkie”.
Fast forward 24 years, the Thinking Cap Studio team is working on our first Barbie® project designed for children. Everything we’d done for Barbie® up until this point had been designed for parents or the media. The Barbie® You Can Be A Designer Fashion Reinvention Competition was conceived to inspire kids aged 5-12 years old to embrace their inner dreamer and come up with an original design with the hopes that it would be brought to life by a fashion designer. They’d also win exclusive mentorships and a slew of Barbie® products.
We had the privilege of having fashion designer, Kittie Yiyi, and fashion stylist, Min Luna, on board as our mentors (and guest judges) for the competition. This was our first engagement with them and they both proved to be every bit as professional and collaborative as you could imagine - both going above and beyond to enhance the experience of our young designers.
The campaign was originally supposed to take place in person and culminate with an on ground, runway event at Sunway Pyramid. We can’t share the mock ups - you’ll have to take our word for it that it would have been incredible. But COVID-19 had other plans for us. Team Barbie® made the difficult (but wise) decision to bring all aspects of the competition online.
This introduced a new challenge. How do we make the online mentorships feel personal and intimate? How do we make the closing runway show feel like the huge celebration it’s supposed to be? How many video calls could we organise before our six winners develop Zoom fatigue?
We started planning the same day we got the news.
We’re all in this together: The working team hanging out in our Virtual Studio.
When it came time for the mentorship weekend, the team had done a lot of coordinating. Now that the girls weren’t able to get their hands dirty in Kittie’s studio or take a tour of Min’s office, we had to get all the materials they needed to their homes. Each girl was to get a Designer’s Kit with the materials they needed to make a Barbie®-sized version of their design. Six girls + six designs = six different boxes. Hui Ping was the one who put those together and sent them out. (Our Shopee history looks wild.)
I was the lucky duck who got to host each session. Of course, we wanted the mentors to have the floor - but we also needed to have someone in there to play the role of silly sausage and general icebreaker. I’m so grateful for that weekend with the girls because of the way it drew out their personalities. Some of the more confident presenters seemed to prefer working quietly, with careful concentration. Others took the opportunity to joke around with us and share even more about their hobbies and dreams. Getting to watch Min and Kittie work with the girls was even more of a treat. If you read our press release, it’ll tell you that Min’s session was all about helping the girls find their personal style and that Kittie walked them through how to make their designs real for their Barbie® dolls. Their sessions did cover those things, of course, but I think the most valuable gift our mentors gave our winners was the opportunity to spend time with kind, caring, adults who happen to have jobs in their dream industry.
A few weeks passed between the mentorships and when it was time to next get together for the Unboxing Session. Kittie and her team had worked around the clock and through multiple pandemic-related sourcing issues to meet the original deadline. Without being able to meet the girls in person, they had to cut and sew according to the measurements that we collected. Some of the designs had to be modified slightly, so we were all a little nervous about how the girls would respond to the life-sized versions of their outfits, but with the grace of participants more than twice their age, they embraced the dresses with awe and unfettered enthusiasm.
As we waited for their home recordings of them “walking the runway” in an appropriate stretch of their house to be uploaded to the designated Google Drive folder, I continued to think about what this experience was like from their perspective. Often when we’re building experiences for people, we miss the big picture because we’re busy fiddling with all the little gears that are required to keep the whole thing running smoothly. How would I have handled everything as a six-year-old? If I had miraculously made it to this stage, how willing would I have been to speak up during the mentorship sessions? And that’s when it really sunk in that this whole experience was about far more than getting a taste of the fashion industry.
Because as the girls cut out the little shapes that would become their Barbie®’s dresses, they also got to talk about things going on in their lives. Without those sessions we wouldn’t have learned about Inara’s flair for skateboarding or that Nina, who is six, has already shed her training wheels. We wouldn’t have been able to check in with Alayna about how her piano exam went or seen that Olivia made two Barbie® dresses in the time that it took everyone else to make one. I wouldn’t have been able to induct Umaa into #waterclub (our favourite drink is water) or got to enjoy Khayrah’s glittery unicorn shirt. I believe it is that time they spent with our team, Kittie, and Min that will be the kindling that lights the fire that will warm them as they continue to grow.
“I’m a fashion designer!”: Our girls showing off their designs in Barbie®-size.
Growing up, I didn’t have the affinity to Barbie® that these girls have - but I did have that sharpener. When Lincoln and I were darting around his kitchen, whispering codes to each other through our “walkie-talkies”, I did have a Barbie® experience. It was an unconventional one, yes, but still somehow true to the brand’s promise that You Can Be Anything.
And again I’m reminded that the true potential of something can only be realised when you’re ready to see it for not what it is, but for all it could be.
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Amanda Shiew