The styling of Zoya Akhtar’s The Archies from its recently released trailer comes with much discussion on relatability, elitism and its “white” aesthetic. Here’s what city stylists and influencers had to say
A scene from the trailer of Zoya Akhtar’s upcoming film, The Archies
Trailer or music video?
Salonie Pawar, Television & film writer
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When Bridgerton came out with an Indian lead, there was ample negative feedback along with the positives. It’s clear that representation isn’t enough anymore; it’s how we’re represented that matters. There is no “Indian” rendition of The Archies comics since a good chunk of the Indian audiences don’t relate to it themselves. While I have no qualms about the fashion, I’m still confused about what Archies in India even means. Will it, as we see in the launch trailer, be limited to an aesthetic? If yes, then the clothes are the least of one’s worries if the setting and narrative are unsound. If not, the fashion could help elevate the story. All I can say is that The Archies could’ve avoided undue criticism if they had released a proper trailer, instead of a star kids music video.
Curiosity and confusion
Vanita Visvanath, marketing and communications professional
The styling reminds me of a scene from the English countryside. The adaptation had a lot of potential to be more authentic to our roots. A movie like Jo Jeeta Wohi Sikandar or an iconic serial like Hip Hip Hooray got the Archies comic vibe much better. I am also a bit confused about the styling of Betty and Veronica. Betty is supposed to be the neighbourhood girl and Veronica, the fashionista. To be honest, the styling is the opposite of what I had expected. It’s a Zoya Akhtar movie; and that’s reason enough to tune in, but based on the trailer, I’m curious and confused about the styling.
Aspirational for crowds
Nainika Agrawal, writer and content creator
The aesthetic may not necessarily be relatable to Indian audiences as a whole, but I think it does what it intends — to appeal to the Gen Z population that lives in Tier-1 cities and is active on social media. I do think there’s some merit to the criticism that the trailer shows that we are trying to be “more white”. Upper-class Indians have always modelled themselves after white Europeans and Americans, because it is considered aspirational in our country. Considering this, it’s no surprise that The Archies has been styled in that fashion.
The modern ’60s
Rachel D’cruz, experimental fashion blogger
Speaking purely based on the styling, it’s always fun to see movies that experiment with fashion along with their storyline because being creative is being experimental. The styling takes you back to the 1960s and that was a fun era for fashion. I love and resonate with the aesthetic, and I think most people in the fashion industry, bloggers and stylists will, too. Sweater vests, pinafores, and printed shirts with slight puff sleeves — all of these styles are something that I own in my wardrobe. While the fashion is very ‘60s, the trailer screams of a modern edit, which shows their intention to connect with a certain audience.
Fresh in Indian cinema
Riya Khanna and Amruta Behera, co-founders of Rising Among, Mumbai
The Archies, being a pop culture phenomenon, has been adapted in various ways. But this variation specifically screams of retro and nostalgia. In terms of styling, the prominent design details like cheeky floral prints and motifs, puff sleeves, dainty dresses, collars and overalls, exhibit a classic modernist vibe. It’s a Gen-Z-centric cast that is portrayed to touch the hearts and take millennial viewers down memory lane. The aesthetic is fresh and has never been seen before on Indian platforms. But it still feels relevant to us because it looks like a blast from the past. We don’t believe it is inauthentic at all because the stylist has tried to capture a fictitious fantasy world in a young, vibrant and fun way.
Suspended reality
Shounak Amonkar, and Pranay Jaitly, fashion stylists and founders of Who Wore What When, Mumbai
We thought it was well-styled and everyone looked young and playful. The trailer itself didn’t help us relate to The Archie Comics directly, but the overall aesthetic and visuals looks great. It’s by Zoya Akhtar, and is based on a comic book, so it is ‘suspended reality’. Realism is overrated; we need to escape once in a while, so this is perfect. Remember, the film is set in another time, and the characters are dressed for that time and culture. So, we don’t think it’s inauthentic. As for being relatable, the Marvel Universe movies are not relatable, but we nevertheless enjoy them.
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