Leicester Square transformed into a vibrant scene of emerald green, bubblegum pink, and sparkling glitter this weekend, as devoted fans of the musical Wicked descended upon the cinema district for the UK release of Wicked: For Good. Moving beyond simply watching the film, these enthusiasts have embraced a new form of participation: they are wearing their fandom with pride, turning the cinematic event into a spectacular display of themed fashion.
A Weekend of Whimsy and Community
For many, like sisters Nicola Deane, 33, and Chloe, 27, who travelled from Ireland, the event was a planned celebration. Dressed in coordinated green and pink outfits, they explained it was part of a long-running tradition of dressing up together. Nicola, channelling the powerful witch Elphaba, stated, "Elphaba's a bit of a badass, and I think I am too," while the more feminine Chloe opted for a pink look inspired by Glinda. For them, this shared sartorial choice is a direct path to a sense of belonging. "We have the same feelings for the film, we're all in it together," Nicola said, with Chloe adding, "It's magical."
This sentiment was echoed by other groups. Coralie, her best friend Atlanta, her mother Sarah, and family friend Alison made the trip from Leicester. Their bond over the musical is so profound that Coralie and Atlanta each have three Wicked-themed tattoos, with plans for more. Sarah shared a deeper connection, revealing her mother first introduced her to The Wizard of Oz, and she values the story for its unique perspective and its importance for women to connect.
The Data Behind the Dressing-Up Boom
This wave of event dressing is not an isolated incident. Recent sales data analysed by SumUp confirms a significant surge in Wicked-related enthusiasm. The numbers are striking:
- A 375% jump in Wicked-related costume searches at the retailer Smiffy's.
- A 20- to 25% surge in themed nail bookings reported by Cynthia Erivo's nail artist, Shea Osei.
- A 32% rise in karaoke renditions of the iconic song Defying Gravity at Lucky Voice.
Trend analyst J'Nae Phillips explains this phenomenon, noting that films have become powerful fashion catalysts. "They now function as shared cultural touchpoints," she says, adding that their aesthetics are "easy to adopt, easy to remix," providing an "emotional palette they can wear." Phillips also points to a post-pandemic desire for communal experiences, where dressing up creates a hybrid experience blending ritual, fandom, and community gathering.
From Glitter to Friendship: Personal Expressions of Fandom
While some meticulously planned their outfits, others enjoyed the spontaneity of the moment. Zoe Dobell improvised with a mix of green and a pink hair bow from her wardrobe. "When else do you get the sequins out?" she quipped. For her, the colours represent an emotional journey. "There's a kind of yin and yang, isn't there? We have moments where we feel defiant, like Elphaba, and times where you just want to wake up and be Glinda."
Courtney Harrington, 38, dressed in what she called "a Glinda moment" with pink trousers, saw the event as a chance to inject whimsy into everyday life. "With the state of the world, it's just really nice to add some whimsy to your life," she remarked.
Not all attendees confined themselves to the iconic green and pink. Holly Inch and Tamar Hopkins creatively expanded into the wider Oz universe, arriving as the Cowardly Lion and the Tin Man, respectively. Holly saw this as embodying the film's core message: "That's what Wicked is about, not being afraid to stand out." Tamar viewed the experience as an extension of the film's magic, strengthening their friendship and reminding them they have been changed for good.
As the evening drew on and sold-out screenings began, the buzz in Leicester Square intensified. Fans clad in their vibrant pinks and greens continued to cluster, a living testament to a film's power to leap from the screen and colour the real world with a little bit of magic, community, and a whole lot of glitter.
