How Film Distributor A24 Became the Hottest Name in Merch

The hype around the release of Priscilla, Sofia Coppola’s new film about the former wife of Elvis Presley, had been building for months. There had been press conferences, magazine cover shoots starring its lead actors Jacob Elordi and Cailee Spaeny, and fans made TikTok montages dedicated to the duo. But it goes even further than that. Rather than swearing their allegiance, enthusiasts are wearing it. From a rhinestone-embroidered “Priscilla” T-shirt to a winged eyeliner kit and a gold heart-shaped locket tied on a black ribbon, like one Priscilla wore in real life, the merch-ification of the film is in full swing.

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