The movie is in fact like a bright colored music video clip from the early years of the MTV entertainment generation.
A proof for this assumption is Brit’s (Ashley Benson) hoodie, for instance, that she wears on some promotional movie posters.
Picture via A24, ©2013 by A24 / Lionsgate Entertainment
The hooded and zipped sweatshirt is actually from American Apparel in the rare neon color
coral and can also be spotted on Cotty (Rachel Korine), when she leaves the group home.
DVD Screencap, ©2013 by Lionsgate Entertainment
And when taking a closer look on the jacket, the brand and color fit for several reasons to the movie style and to Brit’s and Cotty’s role in particular – and here is why:
Firstly, the bright fluorescent color that glows in the dark is a visual reference to the loud aesthetics of the music video channel MTV and the youth generation that it created.
In fact, the whole visual style of the movie is a homage to the sweet and popping colors of the (in)famous MTV
Spring Breakers shows in the 80s and 90s.
Secondly, the controversial fashion brand American Apparel is very popular for its over sexualized marketing campaigns, half naked models, and its homage to the fashion style of the 80s.
Another interesting detail is, that one of American Apparel’s biggest brand image assets is authenticity.
In fact, the label founder, Dov Charney, actually claims that they don’t use any professional models, but only real girls without makeup from their stores or real customers for their campaigns.
The brand image of the fashion label is relevant, because Harmony Korine also explained to Ashley, Vanessa, Selena and Rachel, before the filming started, that he wanted his four main actresses look as natural and authentic as possible.
Therefore the jacket neon color and raunchy 80s brand image fit perfectly to the setting and Brit’s and Cotty’s role.
Of course, it’s not clear if Harmony Korine and his costume designer Heidi Bivens had really all these associations in mind, when choosing this particular neon colored hoodie and brand but it sounds like a reasonable assumption.
Click here for rare behind-the-scene pictures of Rachel Korine wearing the pink hooded American Apparel jacket and Ashley Benson and Vanessa Hudgens on the film set of Spring Breakers (2012).
The Hoodie of Ashley Benson and Rachel Korine Screams 80s! in Spring Breakers
The real symbolic meaning and pop-cultural references of Brit’s (Ashley Benson) and Cotty’s (Rachel Korine) neon colored hoodie: Harmony Korine’s movie Spring Breakers (2012) is a visual homage to the neon colors of 80s …