Barbie Goes Fashion


The idea for Barbie’s fashion-focused Instagram page came to be when Barbie’s vice president of design, Kim Culmone, realized that in addition to the official @Barbie account – which promotes the brand’s products – the doll could also be presented in a more editorial way, taking inspiration from fashion magazines.

The page for @BarbieStyle, she told Racked, tells the story of Barbie’s role in pop culture today as a ‘contemporary girl with an aspirational lifestyle’.

Unlike the main Barbie account that targets children and parents, @BarbieStyle aims to attract trendy twentysomethings – so instead of mermaid and princess costumes, followers get fashion-forward outfits ‘firmly rooted in reality’.