Did Zendaya and Tom Holland’s rumored secret wedding actually happen, or is it a well-worn publicity stunt aimed at promoting her new film, The Drama? The romantic comedy-drama, starring Zendaya and Robert Pattinson, is set to hit theaters in early April and centers on an apparently happy engaged couple whose relationship is upended when one of them reveals a secret.
As with film promotions in recent years, the line between the movie’s storyline and the red carpet has blurred. During the global premiere tour, Zendaya has appeared in a series of white outfits — not strictly bridal gowns, but certainly looks that would not be out of place at a wedding ceremony.
At last week’s Los Angeles premiere, she wore a white Vivienne Westwood dress she first donned at the 2015 Oscars, a choice that also served as a personal nod to this year’s ceremony, held the same week. For the after-party, she opted for a white lace suit by Harris Reed, reminiscent of the ivory lace suit Prince wore during his Purple Rain tour.
Earlier, Zendaya attended the Louis Vuitton show at Paris Fashion Week in a white balloon dress, and about earlier this month she wore an asymmetrical dress by Cachè to the Essence Black Women in Hollywood event — a replica of a design previously worn by Whitney Houston at the 1987 Grammys and by Carrie Bradshaw in the opening scene of the 2008 Sex and the City film.
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Zendaya wearing an asymmetrical dress by Cachè to the Essence Black Women in Hollywood event
(Photo: Leon Bennett/Getty Images for ESSENCE)
The collection of white looks Zendaya has showcased on the red carpet is likely to inspire brides preparing for their big day — if not for the ceremony itself, then for the surrounding parties and events, including the increasingly popular multi-day weddings. The dresses’ youthful, elegant style, which avoids taking itself too seriously, may also appeal to those planning a more relaxed celebration.
Meanwhile, following the merchandise frenzy surrounding the film Marty Supreme earlier this year, the team behind The Drama is planning to make a splash online with fashion items tied to the film.
Production company A24 launched a line of sweatshirts and T-shirts over the weekend featuring Zendaya and Pattinson. The designs may not be groundbreaking, but they are likely to appeal to fans. The collection will soon be available online through the company’s website, which currently also offers a card game priced at $26.
Beyond the gimmick, A24’s merchandising strategy raises questions. While merchandise was once a byproduct of a film’s popularity, it is now, as with Marty Supreme, an integral part of the marketing strategy even before audiences have seen a single frame. A24, which built its reputation on high-quality indie and art-house films, is now selling sweatshirts featuring the film’s stars and wedding-themed items — the kind of products more commonly associated with pop concert stands than with prestige cinema.