‘The Roses’ Recruits a Host of Brand Partners to Amplify Film Release
Voluspa, Hedley & Bennett, Lands' End and others join forces with Jay Roach's dark comedy starring Benedict Cumberbatch and Olivia Colman.
By Erin Lassner
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Erin Lassner
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September 3, 2025 3:36pm
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Ncuti Gatwa and Sunita Mani in 'The Roses;' Hedley & Bennett 'The Roses' Essential Apron Courtesy of Searchlight Pictures (Photo by Jaap Buitendijk); Hedley & Bennett
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It’s official: The Roses is getting the Wicked treatment, albeit on a much smaller scale.
Jay Roach’s dark marital comedy, starring Benedict Cumberbatch and Olivia Colman alongside Andy Samberg, Kate McKinnon and Allison Janney, has racked up a handful of brand partners in the fashion, food and lifestyle space. The star-studded 2025 film, which premiered in theaters on Aug. 29, is a reimagining of Warren Adler’s 1981 novel The War of the Roses and its 1989 film adaptation.
Starting with Hedley & Bennett, the high-end kitchenware company pulled inspiration from the aprons worn by Ivy (Colman) and employees at her seafood restaurant, We’ve Got Crabs. The limited-edition take on the brand’s best-selling style features a blue denim base, red and white embroidery and cream crossback straps. Use on the daily and then, in October, as a Halloween costume. Each purchase comes with custom The Roses crab crackers.
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Hedley & Bennett ‘The Roses’ Essential Apron in Denim
Voluspa, the luxury home fragrance brand that dropped a green and pink Wicked-inspired collection, just released a special edition version of its beloved Rose Otto Classic Candle. Voluspa’s signature coconut wax blend is housed in a 6.5-ounce collectible glass jar in an exclusive Rose Otto x The Roses decorative gift box.
Voluspa Rose Otto x ‘The Roses’ Classic Candle
Other limited-edition product drops include Lands’ End x The Roses We’ve Got Crabs Tote (a spin on the heritage brand’s cult-favorite canvas bags), The Spice Lab x The Roses Got Crabs Seasonings and a bespoke bouquet of red and white roses from West Hollywood florist Empty Vase. Card game I’m a Little Crabby, from the creators of Exploding Kittens, is also celebrating the film’s theatrical release.
Lands End x ‘The Roses’ We’ve Got Crabs Tote
To accompany the collaboration lineup, a series of pop-up events took place on both coasts: Brentwood Country Mart in Los Angeles, The Boarding House in Nantucket and Il Buco Vita in the Hamptons. Roach made an appearance at the L.A. pop up on Aug. 23, pictured below.
Director Jay Roach attends the Searchlight Pictures pop-up for The Roses at The Brentwood Country Mart on Aug. 23, 2025, in Los Angeles. Jon Kopaloff/Getty Images for Searchlight Pictures
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