“Am I The Drama?” Zendaya’s Approach to Marketing

By: Summer Bruce Edited by: Marissa Wrubleski

The saying goes: “something old, something new, something borrowed, and something blue.” Well, Zendaya has checked all the boxes in her promotion of her new feature, The Drama. Though speculation of her own love life is still in the air, there is no doubt that she is involved in at least one wedding this year. Unsurprisingly, Zendaya chose to promote her film's release through her wardrobe. Whether this choice is just for fun or a ticket sales tactic, it’s undeniable that people thoroughly enjoy any press tour she participates in. 

Though The Drama has received polarizing film reviews, one thing everyone can agree on is that the wardrobe and set design was beautifully executed. The character’s apartment featured pinterest-worthy bookshelves and ambient lighting, and the film’s wardrobe followed a similar neutral color palette. Though a simplistically chic style partnered with muted colors, the aesthetic was far from boring. Zendaya matched this color scheme as she presented at The Oscars with her co-star Robert Pattinson, wearing a sleek brown one-shoulder Louis Vuitton dress. Zendaya also appeared on Jimmy Kimmel Live! in a floral chiffon gown that resembles “the perfect wedding guest dress,” according to Cosmopolitan Magazine. Of course, there has been no shortage of white looks throughout the press tour, including a matching Stella McCartney set which she donned for her appearance on the Jennifer Hudson Show in Los Angeles. 

She began her “something old, something new, something borrowed, something blue” motif at The Drama’s Los Angeles premiere. She wore a white Vivienne Westwood gown, the same one she appeared in at her first Oscars in 2015. It has a draping off-the-shoulder neckline and a corset bodice that may as well have been designed this year. The gown’s silhouette is timeless, and over a decade later can still pass as fresh off the runway. 

Her “something new” appeared at the film’s Paris Premiere; wearing a long sleeve pure white gown. Also by Louis Vuitton, the dress was designed with a large black bow adorning the back, trailing to the floor as her train. 

The actress borrowed Cate Blanchett’s black Georgio Armani gown for the Rome premiere, a chic, floor length dress featuring a plunge neckline lined in onyx stones. Zendaya mentioned in an interview that the dress was chosen by herself and Roach simply because she admired it when Blanchett debuted the gown at the Venice 2025 Film Festival. 

Her “something blue” finale warranted a two-part look. For the New York City Special Screening of The Drama, Zendaya’s Schiaparelli gown certainly delivered. Its skirt consisted of thousands of silk feathers hand-dyed the most vibrant blue. She later changed out of the stunning red carpet look and into her afterparty outfit: a sheer, uniquely detailed deep blue Di Petsa dress. 

Zendaya is no stranger to method dressing in promotion of her projects. In 2021, she wore a plunge–neckline Valentino Haute Couture gown, which was embroidered to resemble a spider’s web. This was in promotion of “Spider Man: No Way Home," which she co-starred in with her partner Tom Holland. Her 2024 film “Challengers” press tour followed a similar pattern. For the film’s Australia premiere, Zendaya walked the carpet in a stunning green gown, depicting a still image from the film, which was gone over in crystal adornments. Her promotion of the Dune franchise has been no different, each look outdoing the last. 

Zendaya claims that she first became interested in method dressing during her promotion of “The Greatest Showman” in 2017. She walked the carpet at the musical’s Mexico City premiere in a ringmaster–like suit, a bright red, double breasted silk blazer. Law Roach said during a press tour “The looks [serve] as an extension of the wardrobe from the movie. It was intentional and purposeful.” This sentiment applies to more than that one press tour, Zendaya and Roach have partnered closely for over a decade to create stunning looks and themed appearances alike. 

Celebrity fashion is a balancing act that is not easily performed. Every outfit choice is scrutinized, and fans and critics alike are given free rein to discuss their opinions online. This said, Zendaya has consistently been praised for her carpet looks, both for its efficient marketing as well as its fun, whimsical nature. Roach says in an interview with Vogue, “We never work based on what we think someone’s reaction is going to be,” and this is the key to the pair’s success. 

Method dressing is more than a marketing tactic. It’s fun, it’s different, and it’s a creative approach to the classic red carpet vibe. Celebrity styles can easily become redundant, and method dressing is a surefire way to stay relevant. It’s a way of breaking free from the expectations that the public holds for celebrities. From the outside looking in, Zendaya genuinely enjoys her professional endeavors, and can have fun experimenting during the process.

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