The chief marketing officer of Lionsgate was quoted saying that Capitol Couture “quickly became an out-of-world experience for both fans of the franchise and those obsessed with the future of fashion.”
There are websites devoted to couture spreads of each of the Quarter Quell champions, advertising them much in the way that you would expect the Capitol to—treating the former victors as assets in promotion, viewing them as canvases rather than people. It’s frighteningly real, which is why it’s jarring; if the Hunger Games were an activity that the world participated in, it wouldn’t be hard to imagine real ads and websites just like these ones.
Capitol Couture is meant to do something different—to be ahead of the curve, as outrageous as the overfed, over-stimulated, undereducated Capitol citizens are in the novels. And it’s intriguing that designers are partnering with the film as an excuse to push the envelope of what they can do, certainly.
People who have zero interest in fashion may scoff at all of this regardless, but it doesn’t change the fact that clothes communicate. The Hunger Games Trilogy itself acknowledges this: Cinna’s designing of Katniss and Peeta are what make them a focal point in the Games, their costuming arguably one of the most important elements in keeping them alive. Fashion is used to exploit the tributes, and the slavish manner that Capitol citizens adhere to its trends show readers and viewers just how far removed they are from their own reality.
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