The Wicked Effect: How Wicked Cast its Spell Over Pop Culture
What happens when a Broadway classic casts its spell on fashion?
Wicked has long enchanted audiences with its story of friendship, power, and destiny—but its influence goes far beyond the stage and screen. From the shimmering gowns of Glinda to the moody, textural layers of Elphaba, the film’s costumes have ignited a fascination with fantasy-driven fashion. But why does fantasy have such a hold on us? What is it about these otherworldly aesthetics that continue to inspire both high fashion and everyday style?
In today’s piece, Leah unpacks Wicked’s sartorial magic. Get ready to step into Oz, where fashion is just as spellbinding as the story itself.
Happy reading,
Amarissa
Broadway to the Big Screen
As a crisp breeze filled the November air, a touch of enchantment weaved its way into Thanksgiving 2024- casting a spell beyond the dinner table. The release of Wicked captivated the attention of millions around the world as they embarked on a journey through time and observed the origin story of Oz.
In Wicked, we follow the journeys of Elphaba and Glinda—who are later known as the Wicked Witch of the West and the Good Witch of the North—as they navigate their upbringings and transformative paths. This beloved tale of love and friendship has captivated audiences since Gregory Maguire’s 1995 novel, which was later adapted into a Broadway musical that debuted in October 2003.
This spellbinding adaptation of the cult favorite has dominated the box office and captivated audiences since its release on November 22nd of last year. By January, Wicked had become the highest-grossing film adaptation of a Broadway musical. Further solidifying its success, the film earned four Golden Globe nominations, including a win for Cinematic & Box Office Achievement.
Beyond its rich history and record-breaking success, Wicked would not be the visually appealing masterpiece it is without the mesmerizing fashion that brings the wonderful land of Oz to life.
Fashioning Oz
Part of Wicked’s success and sensational visuals on screen is owed to the remarkable costumes and the designers who made it possible. Costume designer Paul Tazewell, with over three decades of costume design experience for Broadway, film, and television, took creative control of the costumes in the film, bringing Oz to life. Through his expert craftsmanship, each garment told its own story, rooted in the rich history of Oz.
In an interview with Teen Vogue, Tazewell described his creative process for two of the film’s most noteworthy pieces. “For Glinda, I loved her Bubble Dress. The process of creating that was very exciting… There were so many hands that went into it."He went on to describe the dress’s composition—a layer of silk organza draped over a structured hoop skirt—designed to create the illusion of weightless, bubble-like elegance.
When discussing Elphaba’s hat, “[his] approach to Elphaba was to connect her to nature and to a world that is organic and grounded.” Tazewell focused on textures from natural elements like tree bark and mushrooms, as well as Elphaba’s classic black shade to recreate the beloved garment. With Wicked’s rich history of bold and iconic fashion, Tazewell faced the challenge of reimagining these beloved designs in a fresh, innovative way while honoring the timeless looks from both the Broadway production and The Wizard of Oz.
Tazewell’s visionary approach not only reimagined the iconic costumes Wicked is known for but also ensured they would resonate with its wide audience, solidifying the film’s place as a visually captivating masterpiece.
Tazewell aimed not only to dazzle audiences with the glamour of Glinda’s gowns and the distinctiveness of Elphaba’s ensemble but also to emphasize representation. Cynthia Erivo, who portrays Elphaba in the film, contributed ideas to Tazewell—such as incorporating a full set of nails and micro braids—as a nod to her own cultural identity. Embracing Erivo’s vision, Tazewell infused elements of her personal style into Elphaba’s look, resulting in a thoughtful and authentic portrayal that aligns with today’s growing focus on diversity and representation in film.
Fantasy in Fashion
Wicked is far from the first cinematic phenomenon to weave extraordinary storytelling into tangible design. For centuries, fantasy has shaped fashion, influencing both the runway and everyday wardrobes. Even subtle details—like ruffles and lace—can trace their origins to the rich, centuries-old tradition of fantastical fashion. Wicked, however, specifically reflects these characteristics, with its fashion dedicated to bringing the world of witches and wizards to life—quite literally.
Since the rise of modern fantasy in the nineteenth century, fantastical fashion has seamlessly blended fabric and storytelling, transforming dreamlike visions into tangible, wearable art. Notable tales like Beauty and the Beast and Star Wars showcase the mesmerizing power of costume design, shaping both the narrative and the audience’s experience. Designers tasked with recreating Princess Belle’s iconic yellow gown for the 2017 film understood the importance of preserving its timeless enchantment for a new generation of viewers. Similarly, the costumes in Star Wars played a pivotal role in defining each character’s identity and journey. Like Wicked, these examples highlight the deep connection between storytelling and visual design, reinforcing costume design as an essential element in bringing fantasy to life and immersing audiences in its world.
Fantastical fashion doesn’t just captivate on the big screen—it has also made its way onto the runway. Indian-American designer Naeem Khan showcased this fusion with his Spring/Summer 2025 collection at New York Fashion Week in September 2024. Closing the show with his Wicked-inspired collection, Khan brought the magic of Oz to life through striking black, pastel pink, and emerald green designs. Each piece embodied the essence of Wicked’s beloved characters, with dynamic silhouettes and rich textures paying homage to the iconic costume artistry of both Wicked and its predecessor, The Wizard of Oz.
The collection showcased a glistening emerald-green gown that captured the brilliance of the Emerald City while flowing pink silk dresses offered a contemporary take on Glinda’s signature elegance. Edgy, feathered designs added a dramatic touch, reflecting Elphaba’s raw, organic essence. The designs received high praise from attendees, with actress Vivica A. Fox remarking, “If [she] wanted to get some glamour, this was the show to come to, and the Wicked theme was met to perfection.” Khan’s collection exemplifies the growing trend of fantasy seamlessly merging with high fashion, proving that the magic of storytelling can be just as powerful on the runway as it is on screen.
Retail Takeover
From the realm of cinematic fantasy to everyday fashion, Wicked has redefined how we wear and express imagination. Much like the Barbie craze of Summer 2023, Wicked has sparked a retail frenzy, inspiring brands across industries to put their own spin on its signature aesthetic and iconic color palette. With its widespread popularity and a devoted fan base spanning generations, Wicked has collaborated with a variety of retailers, making it easy to find just about anything in Glinda-pink and Elphaba-green.
Gap® released a twenty-one-piece kids collection, and H&M took a similar approach with their limited-time twelve-one-piece collection of both apparel and accessories. However, clothing items are not the only Wicked-inspired products on the market. Other collaborations include hair brand Shark’s FlexStyle® x Wicked wand and an OPI® nail polish collection. Handbag brand Cambridge Satchel transformed its classic handbag styles by incorporating pastel pink, emerald green, and black designs. Cambridge Satchel’s website also features an interactive game called “The Wicked Quiz” to allow shoppers an enchanting and immersive experience. Wicked's reach has also extended into the food industry, inspiring mystery "pink or green" cake mixes and shimmery Stanley cups.
Brands have generated much success from these collaborations. Because of Wicked’s vast fanbase, spanning across all age groups, generating sales and brand awareness for any type of Wicked-inspired product was simply effortless. Travel brand Béis, for example, sold out of several items in their specialized collection. This not only displayed prevalent consumer demand for all things pink and green but also kept both newer and returning customers wanting more. In harnessing the allure of Wicked, brands have conjured a retail renaissance—one that enchants loyal fans and captivates new audiences alike.
Returning to Oz
From the screen to the runway and retail stores, Wicked ignited a wickedly incredible fashion revolution, infusing emerald greens and pastel pinks into every corner of the industry. As the excitement around Part One fades and the fashion world picks up another craze to invest in, Wicked: For Good is set to premiere in November 2025, drawing loyal fans back to Oz who yearn to see the continuation of Elphaba and Glinda’s journey.
The second installment of this beloved story is expected to be just as successful as the first, but will it conjure the same magic? Will the fashion world continue to embrace the world of Oz or shift its focus to the next big trend? Only time will tell if the sequel will reignite Wicked’s spellbinding influence or take a new path to enchant its audience.
In what ways has Wicked fashion shaped your personal style? Let us know in the comments!
Contributing edits by our Winter ‘25 Student Writing Program editor, , with final oversight & edits by Amarissa.
Today’s writer…
Leah is a participant in Fashion Talk's Winter 2025 Student Writing Program. Aligned with our mission to uplift emerging voices in the fashion industry, we’re excited to share her fresh and insightful perspective with our community.
You can get to know her here!
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