Reading between the seams: Hallmark-mas, how made-for-TV films became festively fashion-forward

This winter season is full of new movies on screen and streaming services, as well as Pantomimes, theatre runs and festive concerts. One genre of film that is taking over are Christmas romantic-comedies. More accessible for the UK audiences on streaming services like Amazon or similar services to Netflix; the Hallmark Christmas channel paved the way for made-for-TV films, and how they have evolved from a brand to a cinematic genre.

The Hallmark brand initially sold greeting cards and party supplies but also established a TV channel which, whilst starting off unassuming, has become a multi-faceted, highly anticipated force of festivity. Usually, the brand signs actors, directors and whole production teams for an exclusive number of films. There is an awareness of the predictability to their cinematic algorithm. There’s a recognition and a nostalgic sense of familiarity as we watch the (often, female) protagonist who’s guarded and cynically against Christmas, miracles, and the general merriment of the period. The journey and trajectory of the film then reaffirms their Christmas spirit, love and belief in miracles.

My question is: why am I in awe and envying her wardrobe as she wanders around her small town? Hallmark’s Christmas films use costume to punctuate the plot. It is through this envy in the fashion that the characterisation and visual storytelling has begun. It’s not only the people, the locations (often small towns) are also decked out in red, green and gold. The saturated colour palette onscreen is what evokes that festive, cosy feeling. The garments and framing semiotically link to a feeling and consequently evoke an emotional response from the viewer. And from this comes the desire to emulate the protagonists outfit in your own way this season; so, through this repeated formula, there are noticeable, essential Hallmark wardrobe items you can curate, mix and match to elevate your festive fashion this Christmas.

Through layering or statement items (the wool, blends or velvet), what the protagonist wears is intrinsically related to her journey and the narrative

So, before we deep dive into the wardrobe deconstruction, let’s discuss the people who model the outfits. The women/ female-presenting characters are usually headstrong, independent, and amiable, whilst the men or male-presenting characters are conventionally huskily affectionate. In the characterisation and relationships between characters, it’s notable that there are no bad characters or cruelty in the Hallmark universe, only opposite matches. With this in mind, after taking to TikTok (as there interestingly wasn’t a lot of fashion analysis or academic material on male Christmas movie fashion that I could find), I surmised that, to dress like the gruff but charming Hallmark leading man, you can pair dark-wash jeans, a knit jumper (the chunkier, the better), a peacoat or duffel, and some boots. To elevate the look, a loose, casually strewn scarf goes a long way and heightens the frostily fascinating man. Their colour palette seemingly features a lot of blues, navys, greens and dark, earthy tones, rather than the more saturated, bright shades – these seem to be reserved for the female presenting characters.

For the female-presenting roles, the wardrobe is much more dynamic and bolder. Texture is something that seems to link to the character’s personality. Through layering or statement items (the wool, blends or velvet), what the protagonist wears is intrinsically related to her journey and the narrative. Take, for example, the ‘you look beautiful’ moment the main couple share; the pivotal moment in the plot is marked by an outfit, normally an elegant dress, is a look the audience (and most characters) haven’t seen. Elevating the festive season, if the dress is red and seasonally bold, you won’t see any other characters or background actors wearing red as the colour demands focus. Linking back to the Hallmark ethos of dressing the space as well as the people inhabiting (creating a seamless blend within the frame), why not use this in your Christmas merriment? If you have a key or consistent colour wave in your decorations; celebrate that colour! Use it as the foundation, mix and matching, spotlighting that colour palette in a comfortable, yet fashionable way.

Hallmark costume designer, Keith Neilson notes how the concentrated Christmas atmosphere is vibrantly reflected in the wardrobe

Thinking more every day and outfits you can dress up and down, black or dark-wash jeans are seen as more wintery. Onscreen they’re slim-fit or straight-leg jeans and paired with a fair isle jumper or knit; this is a staple outfit that can be dressed up or down with accessories. Most shoes we see female-presenting characters wear onscreen are mostly boots or short heels and slippers. In the interest of layering and dressing up, a luxurious coat, wool or trench-like, is both weather appropriate and stylish. The coats are stereotypically long and boldly coloured. Add a matching or colour coordinated scarf and gloves and you’ve nailed the outerwear look.

Hallmark costume designer, Keith Neilson notes how the concentrated Christmas atmosphere is vibrantly reflected in the wardrobe. He proactively circumvents the  repetition of reds and greens. On that, jewel tones (especially in tops and silk blouses, which are another style staple of a Hallmark heroine) add a richness and regal element to your outfit. There’s a holiday feel and warmth to the emerald, ruby, plum and sapphire.

Following this, their protagonist’s jewellery will always have some sort of relation to the plot, a late grandparent’s earrings or an ex’s recently gifted necklace. Neilson marks (in a YouTube video of Dressed for my Day with Kay Harms) that after looking at the script and final casting decisions, he dresses for the face, making features pop and enhance the beauty of what’s already there. In this vein, keeping skin hydrated in the coldness of the season is instrumental. Wearing more minimalist, ‘fresh-looking’ makeup will (in tandem with your newly cultivated style) make you look brighter, more awake and rosier.

Let your style shine through and elevate your main character energy for Christmas movie months

It goes without saying, I’m by no means an expert in style or fashion, but having delved deep into the style consulting and fashion analysis side of TikTok, I find myself wanting to make my wardrobe work for me. This isn’t gospel but simply an astute observation of patterns in the festive fashion season; try any combination of these tips and see how you feel! See if you find something that’s not only in your style, that you already have in your wardrobe, and also caters for the winter season. Let your style shine through and elevate your main character energy for Christmas movie months.