‘The Drama’ hoodie: the new ‘Marty Supreme’ jacket?

Fashion and cinema are entering an increasingly visible romance, and this week the phenomenon surrounding The Drama, the upcoming film starring Zendaya and Robert Pattinson, has made that clear. What began as a simple promotional strategy has evolved into something bigger: a conversation about how film merchandise is taking over the space once dominated by band T-shirts. In this context, The Drama hoodie is emerging as a potential successor to the now-iconic “Marty Supreme jacket”, a piece that set trends last year.

The film’s press tour has been key to this narrative, particularly thanks to Zendaya, who has turned each appearance into a carefully considered bridal reference. From rewearing a Vivienne Westwood dress she previously wore to the Oscars, her styling does more than promote the film — it builds a cohesive visual universe that plays with the idea of marriage, even hinting at the fantasy of a possible secret wedding with Tom Holland in recent weeks. It’s not the first time she’s done this: we saw it during the promotion of Spider-Man, much like Margot Robbie, who turned every red carpet for Wuthering Heights or Barbie into an extension of the film’s world.

But the real shift lies in the merchandising. During an event in Las Vegas — a themed chapel where real weddings even took place — A24 unveiled its new line of The Drama hoodies and T-shirts. The experience went beyond a simple launch, with Zendaya making surprise appearances at some of the ceremonies.

Featuring bold graphics and direct references to the film’s leads, these pieces are not just designed to sell, but to generate cultural desire. The collection also comes with a controversial design update, following legal issues linked to an image associated with Twilight, adding a sense of exclusivity that, rather than dampening interest, only heightens it.

This move is no coincidence. A24 has spent years cementing its place within the fashion world. Collections inspired by films such as Hereditary and Midsommar sold out within minutes, proving there is an audience eager to wear their favourite cinematic references. However, the “Marty Supreme jacket” marked a true turning point — a product that transcended promotion to become a cult object.

This raises an inevitable question: have films replaced music as a symbol of identity in everyday fashion? For decades, band T-shirts were a cultural statement; today, it seems cinema — particularly visually distinctive cinema — is taking over that role. While The Drama hoodie may not reach the same status as its predecessor, it clearly confirms a broader shift: fashion is no longer merely inspired by entertainment — it has become an essential part of it.

You can now watch the official trailer for The Drama.