Musicals used to be associated with glee club kids more likely to be wearing jazz shoes than anything cutting edge from the catwalks. But with the film version of Wicked – which was released this weekend and was expected to take more than $100m (£80m) at the US box office alone – promoted by global pop star Ariana Grande and actor Cynthia Erivo wearing Vivienne Westwood, Schiaparelli and Louis Vuitton, musicals are having a pitch-perfect style moment.
Even before it opened, there was a glut of Wicked collaborations across skincare, haircare and hoodies – more than 400 in total, including Gap, Kipling, Crocs, H&M, Claire’s Accessories and Marks & Spencer. Fancy London department store Liberty, with its tasteful Tudor-beamed building, has teamed up with Universal Pictures to make over its windows Wicked-style.
