The high-couture styles of the film version of the hit show reflect a trend of designer daring on the stage

Musicals used to be associated with glee club kids more likely to be wearing jazz shoes than anything cutting edge from the catwalks. But with the film version of Wicked – which was released this weekend and was expected to take more than $100m (£80m) at the US box office alone – promoted by global pop star Ariana Grande and actor Cynthia Erivo ­wearing Vivienne Westwood, Schiaparelli and Louis Vuitton, musicals are having a pitch-perfect style moment.

Even before it opened, there was a glut of Wicked collaborations across skincare, haircare and hoodies – more than 400 in total, including Gap, Kipling, Crocs, H&M, Claire’s Accessories and Marks & Spencer. Fancy London department store Liberty, with its tasteful Tudor-beamed building, has teamed up with Universal Pictures to make over its windows Wicked-style.