NEWME Brings Mean Girls to Gen Z Fashion with Exclusive Collection
Fashion brand NEWME has partnered with JioStar Consumer Products to launch an exclusive Mean Girls collection, inspired by the iconic film that shaped fashion and pop culture for more than two decades. The collaboration is accompanied by the nationwide campaign, “On Wednesdays We Wear NEWME,” reimagining one of cinema’s most memorable fashion catchphrases for India’s Gen Z audience.
Available across NEWME’s website, app and retail stores, the collection features more than 200 styles, including dresses, tops, T-shirts, skirts, bottoms and accessories inspired by the film’s Y2K aesthetic, iconic characters and memorable quotes.
The launch extends beyond apparel, with NEWME stores transforming into immersive Mean Girls-themed destinations. Customers spending over ₹3,000 every Wednesday will receive exclusive collectibles, while creator collaborations, giveaways, scene recreations and digital-first content will amplify the campaign across social media.
Commenting on the collaboration, Sumit Jasoria, Co-founder and CEO, NEWME, said: “At NEWME, we’ve always believed fashion is part of culture-not separate from it. Mean Girls is one of those rare films whose influence has travelled far beyond cinema to shape fashion, internet humour and everyday conversations for generations. ‘On Wednesdays We Wear Pink’ wasn’t just a movie line; it became a cultural ritual. Partnering with JioStar Consumer Products to bring this iconic franchise to life felt like a natural fit, allowing us to reimagine a global pop-culture phenomenon through the lens of India’s Gen Z fashion community.”
The collection includes graphic tees inspired by Regina George, Karen Smith and Gretchen Wieners, alongside statement dresses, separates and accessories featuring famous references such as “So Fetch,” “You Can’t Sit With Us,” and “Why Are You So Obsessed With Me?” NEWME has also introduced Y2K-inspired accessories, including flip-phone cases, oversized sunglasses, low-rise waist chains, tiered lace skirts and a Burn Book-inspired collectible.
A JioStar spokesperson said, “Mean Girls has evolved far beyond the screen to become a lasting cultural and fashion phenomenon, making it a natural fit for consumer products. With NEWME, we’ve found a partner that instinctively understands today’s youth, enabling us to bring one of entertainment’s most iconic properties into a contemporary fashion experience.”
The collaboration marks another step in NEWME’s strategy of blending global entertainment franchises with fashion, creating experiences tailored to India’s digitally connected generation.
