I'm aware that it's probably stupid to get annoyed by high street fashion marketing. It's always going to be dumb. H&M is just making use of a popular book and movie franchise to sell bland goth-lite clothes. However, the designer hired by H&M to create the Lisbeth Salander line is the costume designer from the actual movie, and the clothes look exactly like normal H&M clothes, except monochromatic. And... "Lisbeth Salander studded wedge heels"? Right.
|Omigod I can't wait to get my emotionally-damaged hacker outfit! Yay, generic-looking $200 jackets!|
|Photos from W Magazine.|
Salander's style (if you can call it that) is entirely wrapped up in her prickly, angry, socially-maladjusted personality. She dresses with explicit aim of coming across as scary and unappealing. She isn't part of any goth subculture, and she has no difficulty attracting a partner when she wants to get laid and therefore does not dress with the aim of being sexually appealing. In the typical (male) hacker stereotype she spends long stretches of time on her computer, eating shitty food, not washing, and not changing her clothes. As a physically small woman who is justifiably wary of abuse and attack, she goes out of her way give off as many negative signals as possible. The way Rooney Mara has been styled, however, doesn't quite match this. Firstly, her hairstyle looks expensive and trendy instead of home-cut and messy, and secondly, if ever there was a role for which an actress should "ugly up", Lisbeth Salander is it.
|Rooney Mara as Lisbeth Salander. Photo from Le Monde.|
It's been mentioned in interviews that Rooney Mara went on a strict diet to maintain Salander's appearance, but you can't really compare this with something like Christian Bale's transformation for The Machinist because on the big screen, skinny women are the norm.
Postscript: I rewatched the trailer while I was writing this, and although I still think that it's a brilliant trailer that does its job by making me want to see the movie, I notice that it contains a surprisingly tiny amount of Lisbeth Salander. Is this because Daniel Craig is the big-name star and therefore the lynchpin of their marketing for the film, or -- my paranoid feminist brain worries -- is the studio wary of including too much of a a tough, weird female character in case it scares people away? See for yourself.
In order, the recognisable Salander moments (ie, where her face isn't obscured by a helmet) are: Salander looking at something; looking at photos; kissing a girl; looking at a man; on a bed, looking at photos; looking at Daniel Craig; appearing threatened; a man touching Salander's head; running; a moment of the rape scene; Salander on top of (attacking) a man on a bed; looking at Daniel Craig; getting out of a car wearing a blonde wig; in the shower, shivering; walking, peering through a doorway.
That has got to be the most passive depiction of an action/thriller hero I have ever seen. I trust David Fincher to make a good film that reflects the violence and stress of the books, but the way it's being marketed is as if the Bourne Identity trailer had been made up entirely of clips of Matt Damon looking at stuff while other characters got all the dialogue and action sequences.