FASHION FAIRY TALE: Viktor & Rolf will be on the red carpet during Paris Fashion Week.
Mattel is extending its push into fashion brand collectibles with a limited-edition couture doll created in collaboration with Disney and Viktor & Rolf, to be unveiled Wednesday at the Musée des Arts Décoratifs.
The limited-edition doll draws directly from Viktor & Rolf’s spring 2019 couture collection, translating a dramatic tulle and embroidered gown into miniature form walking the red — well, pink — carpet.
“We have a longstanding fascination with dolls. Already as children, dolls functioned as ersatz runway fashion models that allowed us to dream and project our fashion fantasies into the world,” said Viktor Horsting and Rolf Snoeren. “This dreamy sense of wonder has never quite left us.”
The doll blends Viktor & Rolf’s theatrical design with Disney iconography and Mattel’s manufacturing heritage, positioning the product less as a toy than as a collectible object.
The release coincides with the 75th anniversary of Disney’s “Cinderella” and reflects a broader strategy among entertainment and luxury brands to court adult collectors through design-driven collaborations and new uses for brand IP.
The reinterpretation imagines Cinderella as a contemporary star on the red carpet, styled in a sculptural haute couture gown reading “I came, I saw, I left early,” coupled with a phone screen reading 11:59 p.m. The doll comes complete with a Viktor & Rolf-branded box.
Viktor & Rolf-branded box for the collaboration.
Courtesy of Mattel
“This collaboration with Disney Princess and Viktor & Rolf is a bold celebration of reinvention,” said Mattel vice president of doll product design Robert Best. “It’s a statement piece, a love letter to fashion, fantasy and fearless creativity.”
Disney framed the project as part of its evolving approach to brand partnerships. “Our bold collaborations with leading brands continue to push the boundaries of Disney’s storytelling in fresh, culturally relevant ways,” said Disney executive vice president of global brand commercialization Paul Gitter.
The launch will be accompanied by a 30-minute documentary, “Disney Princess: Create Your World – Mattel and Viktor & Rolf,” which will bow March 24 on Hulu and ABC-owned platforms in the U.S.
The doll retails for $125 and is available for presale from Tuesday.
