There is an obvious reason for the current floods of Star Wars references in all corners of the wider fashion market stretching from shoes (Adidas Originals, Crocs) across luggage items (American Tourister) to watches (Nixon) and even fine jewelry (Malaikaraiss): the seventh installment in the main Star Wars film series, 'Star Wars: The Force awakens', is about to hit the movies by the end of the year and so merchandising machines are running hot.
But it’s not only the Lucasfilm inherited characters such as Luke Skywalker, Chewbacca or R2-D2 who are making a grand entrance right now: Disney’s licensing machinery seems to be in full swing. From Vans’ super successful comic collection starring Disney classics such as Minnie, Mickey or Donald as miniature allover-prints to Herschel Supply’s line of rather understated Winnie the Pooh print backpacks, there’s a whole lot of cartoon heroes jumping through fashion recently. At the end of September, Japanese retailer Uniqlo even opened up its ‘Magic for All’ store on the fifth floor of its largest flagship worldwide in Shanghai, offering only its Disney-inspired products on more than 1,100 square meters.
And while Disney is still the godfather of (comic) licensing, characters of other origin, such as Snoopy or Superman, are gaining momentum, too. But this isn’t a surprise either: while the new Peanuts movie will be release right before Christmas this year, Marvel (originator of Captain America, Spiderman etc.) is releasing eight highly anticipated movies in the course of 2016 and DC Comics’ ‘Batman v Superman: Dawn of Justice’ is scheduled to come out in March.
Comic nerd or not – cartoon heroes cannot be ignored by anyone playing the fashion game these days.