Toying With Icon’s Image

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Can this be? Barbie as a biker? In leather and fishnets?

L.A. luxury retailer Chrome Hearts, known for its motorcycle-inspired apparel, jewelry and furniture, customized 12 oversized Barbies with the company’s signature silver jewelry. The dolls’ apparel includes leather jackets, fishnet tights and Converse sneakers. They have punk rock hair by celebrity stylist Oribe.

Chrome Hearts co-owners Richard Stark and his wife, Laurie Lynn, have been creating one-of-a-kind “My Size” Barbies – 39 inches tall – to give to family members and friends for years. However, last year the Starks approached the doll’s maker, Mattel Inc., with the idea of creating a line of Barbies to coincide with Chrome Heart’s 20th anniversary.

Mattel supplied 36 of the supersized dolls for the project. Chrome Hearts is keeping the originals and selling two editions of each model, starting at $18,000 and going as high as $35,000 each. (Even at those prices, they’re still not the most expensive Barbies; a $94,800 version with 318 diamonds was the centerpiece of a 2008 Mattel promotion.)

The dolls were unveiled earlier this month in Miami, with Chrome Heart customer Kate Hudson attending, and will be on exhibit in other cities, including Los Angeles in June, before they are sold.

Barbie has long been customized in both satirical garb and by high-fashion folks. Well-known fashion designer Karl Lagerfeld created one-of-a-kind designs last year in honor of Barbie’s 50th anniversary. The rocker chic outfits crafted by Chrome Hearts are a stark contrast to the Chanel-inspired clothes that Lagerfeld made.

But Mattel, which is not making money from the Chrome Hearts dolls, isn’t put off by the unconventional look.

“Part of being a worldwide brand and a pop culture phenomenon is that people love to play with and have fun with your brand,” said Michelle Chidoni, a Mattel spokeswoman. “As long as they are having fun and not making fun, we very much understand that it’s some thing that happens and creates conversations.”

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