Considering that Warner Bros’s live-action Barbie movie, with a screenplay by Greta Gerwig and Noah Baumbach, won’t hit theaters for another year, this movie has received unprecedented early buzz. A conveniently timed press tour for Ryan Gosling’s other big new project, The Gray Man; some extremely meme-able first-look photos courtesy of Warner Bros; and a slow drip of paparazzi snaps from the set has had the internet atwitter about Barbie for months. As for what fans can expect, details are hush-hush – a factor that in and of itself has created a fair bit of buzz. “Our goal is to be like, ‘Whatever you’re thinking, we’re going to give you something totally different — the thing you didn’t know you wanted,’” Robbie told The Hollywood Reporter. Gosling, for his part, has called it the “best script I’ve ever read.”

Barbie hasn’t entered theaters yet, but it has certainly entered wardrobes. The hashtag #barbiecore has racked up more than 14 million views on TikTok, with many users documenting their head-to-toe hot pink looks; the #barbie hashtag, meanwhile, boasts more than 22 billion views. Klarna, a buy now pay later platform popular among Gen Z, has seen a 970% spike in searches for pink mini dresses and a 682% jump in searches for pink swimsuits. In July, On Pinterest, searches for “Barbiecore” jumped 75%, with pinners showing a particular interest in Barbie-inspired beauty: The platform reports a 30% increase in searches for pink eyeshadow, 60% increase for pink lipstick, and a 75% increase for pink nails.

Barbiecore isn’t just about style; it’s a feminist statement that flips the scripts on stereotypes, defying the notion that if you wear pink, you’re a bimbo. (It’s not a coincidence that #bimbocore is also having a moment.) Hot pink, if you’ll recall, has been trending since 2017, when 470,000 people attended the Women’s March – many of whom wore shades of pink, most notably in the form of a “pussy hat.” Since then, hot pink has been a symbol of feminist rebellion. And not just feminism, but intersectional feminism. The modern Barbie aesthetic is for everyone – Black artists like Lizzo and Zendaya have made the trend their own, as have LGBTQ+ icons like Lil Nas X and RuPaul's Drag Race alum Trixie Mattel (who also happens to be a noted Barbie collector).