Charli XCX Is Turning Movie Merch Into a Fashion Moment

Of course, in true Charli XCX style, she didn't just show up at the Sundance premiere of her A24-produced mockumentary The Moment—she turned her outfit into a full-on cultural moment that I can't stop thinking about. She's been snapped in not one, but two custom puffer jackets made especially for the movie's promo: one a cropped black version with a Brat-green (naturally) "M" and the movie title, and another in bold red and cobalt hues—the kind of chaotic Charli energy we live for.

But this isn't the first time we've seen fashion become a promotional weapon for the film industry. Timothée Chalamet's Marty Supreme jacket rollout showed how a piece of clothing can become the talk of pop culture, with A-listers rocking the windbreaker long before the movie even dropped. But, I'll be honest, Charli's approach feels a little different—playful, very referential, and very her.

It's interesting to watch this evolution: movie promotions used to live on talk shows and red carpets, but now it's all about tees, hoodies, and jackets plastered everywhere—fashion that gets fans talking long before the premiere even drops. And whether Charli's puffers ever hit an online store (and honestly, fans are already asking) doesn't really matter—they've already done their job: making The Moment stick in our minds. So yes, celebrities are increasingly using fashion as a marketing tool, and I have a feeling we'll be seeing a lot more of this trend in 2026.