The hype around the release of Priscilla, Sofia Coppola’s new film about the former wife of Elvis Presley, has been building for months. There have been press conferences, magazine cover shoots starring its lead actors Jacob Elordi and Cailee Spaeny, and fans have made TikTok montages dedicated to the duo. But it goes even further than that. Rather than swearing their allegiance enthusiasts are wearing it. From a rhinestone-embroidered “Priscilla” T-shirt to a winged eyeliner kit and a gold heart-shaped locket tied on a black ribbon, like one Priscilla wore in real life, the merch-ification of the film is in full swing.
Spearheading the branded swag is the film’s US distributor, A24. Over the past decade, the former indie startup has acquired and produced some of the best, most zeitgeisty TV shows and films. Think Euphoria, Uncut Gems and the Oscar-winning Everything Everywhere All at Once.
