What Zendaya’s Method Dressing Teaches Us About Winning New Business Before the Pitch

By Lucy Figiel, Associate Director

I don’t know about you, but I’ve loved seeing Zendaya on the red carpet lately. Adorned in gorgeous dresses, she has become synonymous with subtly, or not so subtly, paying homage to the film she's promoting. 

The ‘method dressing’ phenomenon - where stars embody their on-screen roles through their choice of attire - is a trend that many can’t keep away from. Think Margot Robbie committing to pink for Barbie or Cynthia Erivo embracing green for Wicked. But Zendaya has absolutely nailed it for the recent promotion of The Drama by wearing something old, new, borrowed and blue. 

Yes, the clothes are stunning and we can swoon over how beautiful they look, but it’s much more than that. It’s smart, intentional marketing. 

Method dressing strategically extends the film’s narrative into reality, turning fashion into curiosity and emotion before anyone has even sat down to watch it. 

And, it might not be obvious, but there’s a parallel here with B2B PR. 

In new business, we tend to think the pitch is the big moment, but by the time you’re in the room, perceptions are already formed. Chemistry, credibility, and relevance are shaped before a single slide is presented.

For those of us focused on building new client relationships, there are some smart lessons in how we show up in all-important pre-pitch conversations.

Show, don’t tell. 

Zendaya doesn’t just wear the clothes in the film; she chooses pieces that represent what it’s about. They showcase an understanding of its themes, tone, and audience, without speaking. 

The same signals matter in a new business. Before even receiving a brief, prospects are already forming opinions based on outreach, content, and early interactions. So, in practice, this needs to be hyper-tailored and specific to them. For example, showing you understand their marketing challenges with data or the language you use, reflecting their tone of voice or sharing relevant thinking that feels specific to them. The goal is to show the prospect you understand the space they operate in. 

Make every interaction count.

With method dressing, nothing is accidental. Every silhouette, fabric, and reference is doing a job - reinforcing the story without needing explanation.

Too often in new business, early touchpoints are treated as transactional: a LinkedIn message, an intro email, a credentials deck. But these are all touchpoints which will build a picture of who you are to the prospect. 

It’s always worth taking a step back and asking yourself how a piece of communication will come across. Does it have a clear point of view? Is it curated to the prospect? Does it align with what they will care about? 

By taking the time and showing consideration in every pre-pitch interaction, you begin to build a relationship that feels genuine. 

Consistency is key.

One of the reasons Zendaya’s method dressing cuts through is consistency. Across appearances, there’s a clear statement. You know that when she steps out, you’re going to get something thoughtful and relevant. In doing so, she builds familiarity, credibility, and anticipation with her audience. 

For new business, consistency is often overlooked. Different people reach out, messages vary, and the agency can feel fragmented before a relationship has even formed.

Take the Zendaya approach, with a clear, repeatable perspective that everyone speaks to. You will begin to build a consistent message that makes it easier for the prospect to understand and buy into.  

Zendaya’s approach to dressing works because it bridges the gap between intention and perception. Before you’ve seen the movie, the story is already being told.

In B2B PR, that’s the real opportunity in new business. If we’re deliberate about how we engage with prospects and build the relationships, then we make it easier to win before the pitch even begins.