Story by : Rebekah Salina
Credit: @wickedmovie on Instagram
The film iteration of Wicked has been a long time in the making. Inspired by a revisionist Wizard of Oz novel written by Gregory Maguire—which was then turned into the iconic Broadway show of the same name—the Wicked movie has been in the works since as far back as 2012. More than a decade later, it’s considered a massive success. It performed exceptionally well at the box office, earning over $112 million in the US alone in its first week in theaters. That’s the biggest opening ever for a movie based on a Broadway musical!
Part of the reason why Wicked turned out so well undoubtedly has to do with the impressive amount of hype it managed to build up before its theatrical release. Renowned songstress Ariana Grande and recognized actress Cynthia Erivo were announced as the film’s leads exactly three years before Wicked showed in theaters, allowing lots of room for anticipation to build. On top of that, the movie’s press team put a lot of time and effort into building key collaborations with popular brands, resulting in exclusive merchandise that fans of Wicked could not wait to pick up before the film’s release.
These collaborations aren’t just cash-grabbing gimmicks, either. Each one was carefully curated and thought out, and that attention to detail has resulted in arguably some of the most stylish drops of the year. Here’s a peek at some of the best ones:
Foster Grant sunglasses
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Credit: @fostergrant on Instagram
This eyewear brand is popular for its wide selection of reading glasses, which come in different frame styles and with various lens technologies to suit every taste and preference. However, Foster Grant isn’t a one-trick pony: it’s equally famous for its sunglasses! Its collections boast lenses specifically created for sports and driving, classic frames ranging from Aviators to cat-eyes, and clip-on sunglasses that make sun protection accessible to glasses wearers, too. From the Solar Shield to the Haven, the regular and clip-on sunnies it offers for men and women—all of which come with 100% UV protection as standard—don’t compromise on appearance, and they’re often go-tos for those looking for stylish yet affordable sunnies. The brand isn’t a stranger to pop culture collaborations, either. Notably, Foster Grant worked with Sofia Vergara to commemorate the release of the Netflix series Griselda in early 2024. That’s why it’s no surprise that it was Wicked’s top contender for a fashionable and accessible eyewear collab—and the result is nothing short of magical. In the custom Wicked x Foster Grant eyewear collection, models like Positively Green and Ozmopolitan ooze whimsy with their trend-forward frames, vibrant pink and green lenses, and additional Wicked-themed detailing, perfectly capturing Glinda and Elphaba’s dynamic through eyewear.
R.E.M Beauty makeup
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Credit: @r.e.m.beauty on Instagram
With Ariana Grande headlining this fantastical film, Wicked just had to drop collab with her very own makeup brand, R.E.M. Beauty. Inspired by Grande’s 2018 song R.E.M., the brand’s name references the “rapid eye movement” phase of sleep during which the brain comes up with the most vivid dreams. Grande herself is a passionate advocate of self-expression, and that’s what her makeup releases strive to convey. Known for its vegan and skincare-infused formulations, R.E.M. Beauty’s award-winning products aim to bring out creativity in every user—and that’s why the brand was the perfect makeup partner for Wicked. The full collection bundle for R.E.M. Beauty x Wicked includes dedicated makeup sets inspired by Elphaba and Glinda, an eye palette with 12 glittery shades, a pH-adaptive lip oil and water-gel hybrid lip stain, luxury beautification eye masks, and even a hydrating serum designed to give users a similar glow to Glinda in the movie. Dropped close to Wicked’s release, the collection was such a hit that it caused R.E.M. Beauty’s brand vitality score to rise by a whopping 345% between September and October—and saw more than $15 million worth of makeup sold by early November.
OPI nail polish
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Credit: @rustanmarketingcorp on Instagram
OPI is considered the holy grail of nail polish, especially since its offerings extend into the wider world of nail care. From pigmented polishes and nourishing nail oils to spa-standard hand treatments and quality tools like nail files, the iconic brand’s products are used by casual nail polish wearers and nail care professionals alike. That makes Wicked’s decision to work with OPI a definite no-brainer. The resulting nail polish collection is especially extensive. OPI x Wicked starts off strong with 12 shades: each one is carefully color-matched to the film’s color palette, resulting in the likes of the shimmery black Defying Gravity and the pearlescent Yellow Brick Road. From here, the collection’s lacquers and gels use OPI’s patented GelColor IntelliGel System and Infinite Shine formulas to deliver truly head-turning polishes. In fact, the resulting limited-edition products were of such high quality that Frances Hannon—Wicked’s makeup, hair, and prosthetics designer—had the film’s cast wear them on camera!
Crocs footwear
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Credit: @alluneed.mag on Instagram
Crocs may be the most controversial shoes out there. However, they’re also among the most loved. Though their design is definitely unconventional, they continue to be frequented by fans of the brand because of the unparalleled comfort they provide. That’s not to mention that they’re exceptionally customizable! Crocs don’t just come in different colorways—they can also be accessorized with Jibbitz shoe charms. There are so many Jibbitz to choose from that you can quite literally dress your Crocs up any way you like. That’s probably why Crocs is often the brand films work with to create limited-edition merchandise. Some movies it’s released shoes for include those from the Shrek and Despicable Me franchises and Barbie, and these drops have always been received well. In fact, the signature pink collection of shoes (with, of course, accompanying Jibbitz) Crocs launched for Barbie sold out beforethe film even had the chance to hit theaters. That makes Wicked x Crocs both the most expected and unexpected collab to drop before the movie’s release. Here, fans can rejoice in the eclectic yet stylish clog designs of the metallic green Elphaba Classic, the baby-pink Glinda Sirens—and, of course, a Jibbitz pack with half a dozen pieces that take inspiration from the film’s iconography. They’re definitely a foot forward in Wicked merchandise!
This article, written by Rebekah Salina, was published by Sadie Watkins.