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When readers sat down in the early 2000s to read Suzanne Collins' dystopian young adult novel, The Hunger Games, with heavy themes on societal collapse, capitalism, and profits over people, they probably didn't know that several years later — just after the release of the sixth book of the series — the film adaptations' distribution company Lionsgate would be collaborating with fast-fashion behemoth SHEIN to make merchandise about it. With phrases like “Capitol Chic” and “District Daring” being used to highlight the clothing collection, some lovers of the popular series feel as though this collaboration has missed the mark — and what the heart of the books and films are all about.
On March 31, SHEIN and Lionsgate announced their limited-edition collection meant to “fuse fashion, fandom, and pop culture” making it a “must-have for any The Hunger Games films fan enthusiast.”
17 years ago, The Hunger Games became one of the biggest young adult novels, shaping the ways in which dystopian narratives were explored. The conversation around public suffering and martyrism were brought to the forefront, allowing young people to feel invested in heavy topics that exist in the real world. The Hunger Games book series, including the 2025 prequel release Sunrise on the Reaping, has sold over 100 million copies worldwide — with the latest book selling 1.2 million copies in its first week, the biggest opening ever for the series.
So, with there being so much success around the novel-series-turned-movie franchise, it’s understandable why brands want to buy into that success. But with cotton crop tops saying: “Capitol Couture” and crewneck shirts with the words “The World Will Be Watching” across the front, the juxtaposition of “call to actions” on six dollar shirts from a brand that has previously been called out for its child labor exploitations and whose production levels have negative effects on the environment feels incredibly disconnected.
"We are excited to collaborate with SHEIN to bring The Hunger Games fans a collection that lets them wear their fandom with pride," Debbie Olshan, Director, Global Consumer Products at Lionsgate said in a press release. "This collaboration blends fashion and film, enabling fans to express their connection to the story in a stylish and meaningful way.”
Fashion and media consumption are intrinsically connected. It’s also important for fans of varying artforms to show up for the things they love. For years, we’ve seen fans wear merchandise in support of their favorite movies and shows like Harry Potter, Twilight, and Stranger Things, but the who behind the collaboration is just as important as the messaging across the actual shirt.
The internet — rightfully so — had a lot of thoughts about the collaboration and most feel as though the Lionsgate x SHEIN x The Hunger Games moment in time is something they could have lived without.
