The film Barbie has boosted the profile of Birkenstock shoes in China after the titular character’s shoe choices inspired women to ditch heels in a trend dubbed “ugly but comfy”, according to mainland reports.
Released globally on July 21, Barbie has reignited discussion about feminism and gender equality after its massive success, earning US$1 billion at the global box office, including 200 million yuan (US$28 million) in China, where women have comprised almost 80 per cent of viewers.
However, it has been Barbie’s footwear choices that have had the most noticeable impact in China, reported mainland news site Huxiu.
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In one scene, Barbie chooses a pair of plain-looking but far more comfortable Birkenstock rather than a stereotypical pair of high heels when she decides to go out into the real world.
Later, in the film’s final scene, Barbie is shown wearing a pair of pink Birkenstock sandals during a visit to a gynaecologist.
This has led to a rise in sales of the German brand of footwear, with many women saying they were inspired to buy them after watching the movie.
“Are Birkenstock shoes ugly? They are comfortable, versatile and easy to wear. Only those who have worn them know,” said one Barbie filmgoer online.
One commenter pointed out the discomfort many experience after wearing high heels: “Please give me a pair of Birkenstock shoes. After wearing high heels for a whole afternoon, my toes swelled up like mosquito bites, and that’s when I had this realisation.”
A third person said that shoe fashion was constantly evolving: “Fashion and rustic styles keep alternating. Wearing perforated shoes with long socks is surprisingly popular this year.”
In the past, shows like Sex and the City have promoted high heels as the go-to shoe for women by promoting luxury brands like Jimmy Choo, Manolo Blahnik and Christian Dior.
However, the release of Barbie in China has marked a turning point in consumer footwear choices.
On Birkenstock’s official online Taobao store in China, the pink pair of Birkenstock sandals worn by Barbie and several other styles, including the more expensive ones, which can cost up to 1,300 yuan (US$180), are in short supply.
Taobao is owned by Alibaba which is the parent company of the South China Morning Post.
The “ugly but comfy” trend has also helped another brand known for comfort, if not aesthetics.
There has been a noticeable rise in the number of people seen in public wearing Crocs, the famously unfashionable brand of perforated foam sandals.
There has also been a surge in popularity for “shoe accessories” or “shoe flowers,” with sales on Chinese social media platforms rising significantly.
Mainland social media platform Xiaohongshu has more than 40,000 posts related to “shoe flowers,” where the tiny floral decorations have become a way for young girls to showcase their creativity and foster social interactions.
“Without decorating, the perforated shoes are like roughcast houses. Only with shoe flowers can they be exquisitely furnished,” remarked one online observer on the platform.
The rise of the “ugly but comfy” shoe trend coincides with a growing global awareness of gender equality, as more women, especially from younger generations, reject high heels as an outdated form of patriarchal conditioning imposed on women.
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