Under the creative direction of Cult Gaia founder Jasmin Larian, Bratz has inked several buzzy fashion collaborations, including with Dolls Kill, Puma and Cult Gaia, that are setting the early 2000s fashion dolls up for a modern comeback.
Their comeback arrives as Y2K trends continue their resurgence, dominating fashion and culture.
Bratz has always veered off the mainstream path, and helped to pave the way for more diversity in toys. When the majority of dolls were blonde, light-skinned and blue-eyed, Bratz’s first line of dolls had different skin tones, hair colors and eye shapes. The dolls were well-known for their disproportionately large heads and full lips.
“One of the core tenets of the brand is that these dolls are a pack. Originally, it was called the Bratz Pack, and they’re friends,” Larian said. “What we told these retailers was, ‘No, they come in a case pack of all dolls. You have to buy all or you’re not getting any.’”For the dolls’ 20th anniversary in 2021, Bratz launched the “20 Yearz Special Edition” of their original four dolls, through popular retailers such as Walmart, Target and Amazon.
For Larian, her involvement in Bratz was one of several points of inspiration that led her to start her own fashion label, Cult Gaia, in 2012. The brand initially became well-known for its signature Ark Bag, which was popular on Instagram, before it grew into the popular resortwear line we know today.“I always knew before Bratz that I would do fashion. My mom was a fashion designer, but I think I learned about product and brand building almost by osmosis, by just being so exposed,” she said.
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