It’s not the first time we’ve seen theatrical costumes find their way to retail; the television show Mad Men did something similar with its partnerships with both Brooks Brothers and Banana Republic, but nothing like it has ever been done at this scale. The Kingsman fashion brand has done something no other costume designer has ever achieved. It has turned movie costumes into a successful fashion line and created a legit luxury brand.

The Kingsman brand originated from a unique three-way partnership between filmmaker Matthew Vaughn, acclaimed costume designer Arianne Phillips, and luxury online retailer Mr. Porter, where it can now be found. Vaughn wanted to create a film where audiences could purchase the same outfits worn by the characters. This concept was new to Hollywood merchandising, which typically focuses on younger demographics with toys and branded accessories.

Phillips, whose portfolio includes costume design for films like A Single Man and W.E., as well as work with popular musicians, was perfectly positioned for this innovative project. Her background in creating clothes that needed to function both artistically and commercially made her an ideal collaborator for bridging the gap between costume design and fashion retail.

What makes the Kingsman approach groundbreaking is the need to serve two masters: telling the story on screen while simultaneously functioning as a standalone fashion piece that consumers would want to own. This requires a level of quality and attention to detail that goes far beyond typical movie costumes. Beyond that, it is made even more difficult by the fact that the Kingsman films are period pieces and the clothes need to be both period accurate and serve the needs of modern men.

The project was planned from day one of film production, with Phillips working closely with Mr. Porter’s buying director to ensure the collection would meet luxury fashion standards. The film’s original title, “The Secret Service,” was even changed to “Kingsman: The Secret Service” after the second title was deemed more marketable as a clothing label.

The inaugural 60-piece collection embodied everything one might find in an English gentleman’s wardrobe. Beyond the expected tailored suits, dress shirts, and leather Oxford shoes, the line included more unusual pieces like dressing gowns, smoking jackets, and cashmere slippers that gave it a more elevated feel. One standout piece was a siren suit, which was originally designed in the mid-20th century for air raid shelters. Priced at $1,600, it demonstrates the brand’s commitment to historical authenticity and luxury craftsmanship.

The collection reflected the “Kingsman” aesthetic: a sophisticated fusion of classic British tailoring and modern flair. Sold exclusively through Mr. Porter, it represented the first time audiences could purchase every outfit seen in a major motion picture.

Had it ended there, it would have already been quite the achievement. But it didn’t. The success of the initial collaboration led to continued partnerships for subsequent Kingsman films, with each installment bringing new collections to market. While maintaining its core Savile Row-inspired aesthetic, the brand expanded to include casual wear and pieces inspired by different elements within the films, such as the cowboy-style denim and leather introduced in the second movie.

The Kingsman brand represents a significant shift in film merchandising, targeting an older, wealthier demographic rather than the traditional younger audience. It demonstrates how costumes can successfully transition from being mere props to becoming a commercially viable fashion line, enabling consumers to directly engage with a film’s sophisticated style and invest in pieces that embody the charm and elegance of the Kingsman universe

This innovative approach has paved the way for similar collaborations, such as when the Dylan bio-pick  A Complete Unknown collaborated with Levi’s Vintage Clothing, proving that with the right vision and execution, the boundary between cinema and fashion cannot just be crossed, but completely reimagined.