If you’re familiar with the charismatic Aussie actress Rebel Wilson, you might agree that she’s at her peak brilliance as Patricia Hobart – better known as Fat Amy, the deuteragonist in Pitch Perfect.
I bring her up because, to date, I’m hung up on the one scene that, in all the silliness of the high school musical setting, had a rather impactful message behind it.
At one point, the Bellas confront the slightly eccentric Amy and ask her why she refers to herself by the not-at-all-kind nickname ‘’Fat Amy’’. The character astutely responds that by doing so, no one will gain any leverage by calling her that behind her back. What happens here is that Amy is now fully back in the driver’s seat of the narrative about her appearance.
What does this have in common with Crocs and this brand’s limited edition Shrek capsule launch?
Crocs are widely known for their divisive aesthetic and were formerly known as the footwear choice for medical professionals, F&B workers, and others who spent their days on the go. A lot has happened since the brand’s launch days in 2002.
Stepping from their humble origins to the higher echelons of high fashion; joining Prada, Saint Laurent, Bottega Veneta, and Miu Miu in the Lyst Index top ten most coveted luxury products earlier this year, the brand still has as many fans as it has haters.
With the fifth installment of the Shrek Saga on the way, an ogre-looking slime-green pair of classic clogs will be released in a limited edition drop. Complete with ogre ears, an ogre nose, and an artisanal brown leather strap, you’ll get the recognizable signature Shrek full month.
Via @crocs on Instagram
Via Crocs website
The tagline for the launch is – drumroll – ‘’It’s Hideous’’.
The brand recognizes that they are an acquired taste, the nature of the conversations around their product, and that either way, they will prove to be a sell-out.
In a preemptive strike, Crocs have reclaimed and subverted the narrative around their clogs, further capitalizing on precisely that – an aesthetic that, through continuous debate around it, remains relevant.
Via @victoriabeckham Instagram Stories
This is one of the most brilliant marketing moves I have witnessed to date, and regardless of our stance on the brand, there is no denying that they are a powerhouse. I am beginning to think that if they’re cool enough for the ultra-chic Victoria Beckham, then the magical marketing seed has been successfully planted.
The Shreks x Crocs collection will be available in the UAE in October.