Greta Gerwig’s Homage to Barbie in ‘113 Minutes of Affection’

Greta Gerwig has questioned the decision of Mattel, Warner Bros., and the producers of her upcoming film “Barbie” to allow her creative freedom in bringing her unique live-action interpretation of the iconic doll to life. In an article for the New York Times, Willa Paskin unveils the obvious answer: they wanted Gerwig, with her indie film credentials, feminist background, and multiple Oscar nominations, to leverage her credibility in revitalizing this multi-billion dollar platinum-blond IP. The goal is to deliver a vibrant summer blockbuster that acknowledges Barbie’s complex history, explores its implications, and ultimately capitalizes on its marketability. However, what’s truly fascinating is Gerwig’s personal obsession with Barbie and her relentless determination to create a film about this toy that serves as a potent and multifaceted symbol in the ongoing debate on women’s identity and societal expectations.

One thing Gerwig was adamant about was not turning the movie into a propaganda tool for Mattel. Instead, she wanted to produce a film that fully embraced the dichotomy of Barbie. She sought to create something that was both artificial and emotionally engaging, a story that didn’t shy away from the challenges of striving for seemingly unattainable standards. Gerwig describes her approach as a spiritual journey, with the Barbies in the film inhabiting a perfect world untouched by aging or mortality—until the intrusion of cellulite disrupts their paradise. What Gerwig presents is a portrayal of Barbie, portrayed by Margot Robbie, as she grapples with resilience, no longer representing women’s inadequacy but rather embracing the complexity of their existence. Barbie becomes a reflection of the struggles and rewards of fully embracing one’s true self. You can read the entire article on Gerwig and her “113-minute love letter to Barbie” here.