Vol VIII, Issue 4 Date of Publication: October 09, 2023
DOI: https://doi.org/10.20529/IJME.2023.050

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Barbie ─ reclaiming pink, pastels, and sparkles

Aashna Viswanathan
The colour pink has undergone several generational shifts - from Barbie’s iconic branding, synonymous with fragile femininity, the rise of women’s empowerment movements and gay activism, to its current guise as androgynous and inclusive across sexual identities. Greta Gerwig’s highly anticipated film, Barbie (2023) has its audience once again immersed in Barbie’s world of plastic and pastels, but with a twist. Gerwig feeds on nostalgia to collaborate with Mattel’s legacy of globalising the elite American Dream with the aim of deconstructing the plasticity and “perfection” of Barbie Land. Whether this film was successful in its intention and execution in facilitating a wider debate on the ethical and moral factors in a changing landscape of gender justice requires more reflection.

Copyright and license
©Indian Journal of Medical Ethics 2023: Open Access and Distributed under the Creative Commons license ( CC BY-NC-ND 4.0),
which permits only non-commercial and non-modified sharing in any medium, provided the original author(s) and source are credited.

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