Barbiecore couldn’t be further from the doll once considered a symbol of sexism. Transparently fake, fun, and loud, this subculture is detached from the male gaze and popular among cisgender women and the LGBTQ+ community. But what’s caused it to break into the public consciousness? And why now?

Challenging old stereotypes, Barbie has found a new look and purpose as a vlogger. The iconic doll now has a YouTube channel to discuss difficult topics and be a positive role model. How is Barbie using a new platform to appeal to parents and children, while empowering Gen Alphas in the process?

Greta Gerwig’s Barbie movie has led to increased interest in Barbie-inspired fashion. Despite comfort becoming a top priority when buying clothes post-pandemic, the power of Barbie is seeing people forgo this quality if it means they can indulge in some sartorial nostalgia.

Mattel has introduced the first Barbie doll with Down's syndrome in an effort to ensure inclusion for all children. The brand, which has long played a central role in children’s playtime experiences, is highlighting the importance of representation in early development.