Rashika Mandhana killed it when she went to the Hyderabad premiere of Pushpa 2 in a saree created by Shane and Falguni Peacock that had Pushpa and Srivalli written on the pallu. Many in the media said that this was taking “method dressing to a different level. Well, in this era of aggressive publicity events and stunts that set one apart from another. Unless you push the envelope far enough, leave your mark on the collective memory and be relevant to inspire generations, you won’t be reckoned with in the long haul.
What is method dressing?
Going by the concept and technique of method acting, actors or performing artistes try to relate to the emotional graph of the character that he or she gets to portray on stage or screen. Taking this dedication further one level up, cine superstars and television actors slip into the costumes they wear on the sets during shoot to turn up at promos, parties, interview sessions, social activism drives as well as brand endorsements.
Many even go the extra mile to remain in the skin of the parts they already played onscreen to reprise the same off it. This trend of costume drama, sometimes blended with the live performance of a particular film’s sequence and action is called method dressing.
Method to madness
Call it madness or extreme commitment; there are good reasons for this extended enactment from reel to reality, which is executed with perfection. From style exponents to industry watchers, all dub this a marketing ploy in which actors incorporate elements of their movie personas into their fashion choices, especially during comic cons, award nights or red-carpet engagements. It’s a combination of art and commerce that involves actors to fully submerge themselves in their scripted images and a make-believe universe.
Part-time image consultant and PR person Anupama Sen confirms that “method dressing has become quite a rage of late, witnessing actors impersonate their film characters outside the shoot premises during ceremonial launches like mahurats or wearing their famous costumes on several formal occasions and at funfilled festivals. This has set a new trend combining fashion with performance.”
“This is very interesting in the sense that it lets people derive messages from a character even before a flick hits the theatres, thus providing audiences with a glimpse of how that character will shape up on screen,” explains Rajorshi, creative designer at Overlays casualwear fashion brand.
He elaborates ahead that “this technique aims at the audience’s emotional and psychological communication with characters, making it deeper and more immersive. Additionally, method dressing is a marketing strategy. People often dress up or wear fashionable glad rags associated with a movie or a project to advertise the same.”
Costume drama
This is also somewhat related to the vivid cosplay culture and electrifying comic cons that have been in practice for decades. The participants as cosplayers put on over-the-top outfits and sport eye-catching accessories to represent a specific popular character from films, books or video games to entertain and mingle with the fans at garish, flamboyant galas. E.g., the bright, rich and vibrant garbs of the Disneyworld animated characters, namely Mickey Mouse and Donald Duck. To think of it, this sounds as an effective merchandising tool to fuse aesthetics with economics to retail fashion through a chain of amusing experiences. But is this beneficial to the fashion industry in terms of parading dazzling new creations and boosting their sales via an exhaustive PR activity?
“Amalgamating features of cosplay culture and comic-con-like experiences into fashion commodities can be a powerful tactic. At its core, it allows fans to connect with their beloved characters on a personal level by turning a fashion demonstration into a one-on-one correspondence. This approach combines aesthetics with commercial value in a way that feels natural and spontaneous,” perceives Preetam Kumar, the co-founder and brand spokesperson of Silchic, a fashion label for Indian ethnic womenswear.
It is said that when actors step out in character costumes, it transforms promotional events into moments of entertainment, fandom and a flashy razzle-dazzle, where the context of fashion becomes a bridge between imagination and real-world styles.
“This is incredibly gainful for the fashion industry as it offers fresh avenues to introduce the designed sartorial pieces that star gazers already admire on screen. These character-driven fashion pieces can quickly turn a designer’s silhouettes into high-in-demand items of haute couture, thus fueling a widespread interest in novel creations and driving up their sales. By adopting this trend, brands can tap into an already engaged audience while also enhancing brand visibility and expanding their customer base via unique and memorable experiences,” avers Kumar.
Recall value
Some costumes immediately ring a bell in mind to be associated with specific audio-visual productions. It is like drawing a ready reference point from a certain kirdaar (character) or a film scene.
“In order to create a wave of excitement and make a strong statement, stars in both Bollywood and Hollywood have been known to totally adopt and absorb their onscreen identities off-screen,” states Ravi Gupta, creative director of Gargee Designers, a menswear fashion brand.
Citing some examples, he said that while marketing Barbie (2023), Margot Robbie brought the doll-like elegance in the film to life by dressing like the titular role at all events.
Back home, Ranveer Singh frequently integrates his variegated on-screen personas with his in-person look. He punctuated his public appearances with streaks of drama and historic charm being clad in the typical imperial attire reminiscent of his essaying the role of the formidable Alauddin Khalji while promoting Padmaavat.
Moreover, Alia Bhatt wore traditional Indian white saris and vintage hairdos that reflected the authoritative aura of her character from Gangubai Kathiawadi during all promotional events. These off-screen visits pique audience curiosity and create a memorable promotion by blurring the distinction between what is real and virtual.
Mass hysteria
“Actors make a tremendous effort to sink their teeth into the characters they are required to flesh out on screen. The real challenge comes when artistes take the challenge upon themselves to align with heavy-duty promotional assignments and start living the character all day and night. It’s like eating, drinking and sleeping the fictitious parts both mentally and physically,” gushes Suresh Pal, a 40-something amateur actor and a self-proclaimed movie buff.
Avid cinephiles make a beeline to multiplexes and single-screen theatre halls to see a sneak peek of their much-cherished and fantasised megastars and enjoy their presence on the celluloid. In return, cashing in on this ubiquitous mass appeal and their brand equity, screen sirens and matinee idols leave no stone unturned to pander to their delirious fans. Celebrity actors make an all-out effort to often engage in method dressing with a view to stay ahead of the curve.
“This method of dressing keeps characters alive in public imagination. This not only boosts fan engagement but also builds the much-needed buzz and inquisitiveness around a much-anticipated film opening,” shares Rajorshi.
Straight from story books
Method dressing can also be generously borrowed from comics/cartoon strips, epics, literature and video games that sounds promising to stand out as great specimens for a spectacular show.
“Based on classic video games and comics, it could be a fitting template of visual delight,” volunteers Gupta.
The Marvel (Marvel Cinematic Universe film franchise) and DC universes’ (DC Studios: video game developer) superhero outfits, such as Wonder Woman’s armour or the Iron Man’s suit, are constantly ruling the roost. Each conveys a different story with minute detail and a great pictorial quality. For instance, Harley Quinn with her bold and vibrant attire, besides other unconventional comic characters, provides plenty of styling options for the red carpets and glitzy events.
Designer Rajorshi dispenses that “method dressing inspired by comic strips, epics, literary texts and video games offers a huge potential for visually-stunning encounters.”
