Selena Gomez recently attended her makeup line’s product launch event in New York, dressed in head-to-toe pink, reminiscent of Elle Woods from “Legally Blonde.” This choice of outfit was seen as a nod to the character’s iconic use of pink and symbolized a promotion of her product. The color pink has become symbolic of celebrity marketing, with young women being seen as automatic converters of existence into market value, as predicted by the French collective Tiqqun in 1999. This trend was exemplified by Hailey Bieber’s successful promotion of a lip treatment product with the term “Strawberry Girl Summer.”
Gomez’s pink ensemble, consisting of a shirt dress, double-breasted trench coat, and bow-festooned pumps from Versace, showcased her embrace of girly attributes reminiscent of Elle Woods. Despite the character being associated with girly elements such as pink, chihuahuas, and optimism, she was able to succeed in a more traditionally masculine environment at Harvard in the film. Similarly, Gomez, a former Disney star turned businesswoman, appears to have adopted a similar approach to success by incorporating elements of Woods’s candied approach to excellence in the boardroom. The coincidental timing of her pink outfit with Reese Witherspoon’s announcement of a “Legally Blonde” TV offshoot added an element of kismet to the event.
The concept of young women being seen as valuable assets in the capitalist regime was highlighted by Tiqqun’s prediction that all surplus value would soon be produced by them. This theory was reflected in the success of celebrity marketing campaigns, such as Bieber’s “Strawberry Girl Summer” promotion, which effectively capitalized on the marketability of young women. Gomez’s transformation from a Disney star to a successful businesswoman has shown her ability to leverage her image and personal brand, similar to how Elle Woods used her girly attributes to excel in a more male-dominated environment.
The use of pink as a symbol of celebrity marketing and consumerism has become prevalent in today’s society, with many stars using the color to promote their brands and products. Gomez’s choice to wear head-to-toe pink at her makeup line’s product launch event was a strategic decision to align herself with the image of Elle Woods and capitalize on the associations of the color with femininity and consumerism. By embracing girly attributes and incorporating them into her business strategy, Gomez has been able to establish herself as a successful businesswoman while staying true to her own personal style and brand.
The influence of Elle Woods and her girly attributes on modern celebrity marketing and branding strategies can be seen in Gomez’s choice of outfit and the way she incorporates those elements into her own business ventures. By recognizing the marketability of girly attributes and utilizing them in her promotions, Gomez has shown her ability to navigate the world of celebrity marketing while staying authentic to herself. The coincidental timing of her pink outfit with the announcement of a “Legally Blonde” TV offshoot added a whimsical and serendipitous element to the event, further highlighting the influence of iconic characters on contemporary culture and fashion.
