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Why Shrill's Costume Team Had to Build Aidy Bryant's Wardrobe From Scratch
When the Hulu comedy Shrill premiered in 2019, viewers quickly noticed how much the clothes said about its lead character, Annie, played by Aidy Bryant. Based on Lindy West's memoir, the series follows a Portland writer who stops apologising for her body, and the wardrobe was central to telling that story. What surprised many fans was the reason so many of those outfits were custom made: the costume department often could not find what it needed on store racks.
Costume designers on any production work with a script, a character arc and a tight schedule. For a show about a plus-size woman growing in confidence, the team wanted bright colours, bold prints, fitted silhouettes and fashion-forward pieces. Mainstream retail has long offered plus-size shoppers fewer choices, with styles that lean towards loose, dark or conservative cuts. Sourcing a full season of varied, on-trend looks, with duplicates for multiple takes and stunts, proved difficult, so building garments in-house became the practical answer.
What custom costuming involves
- Fittings and patterns: garments are drafted to the performer's measurements, so they move well on camera and hold up through long shooting days.
- Multiples: productions usually need several identical copies of key outfits for continuity, spills and reshoots.
- Character storytelling: colour and shape shift as a character changes, something easier to control when the team makes the clothes.
The attention paid off. Annie's wardrobe became one of the most talked-about parts of the show and helped spark wider conversation about size-inclusive fashion, both in Hollywood and in everyday retail. It also showed how costume design, often an invisible craft, shapes the way audiences connect with a character.
For more on the people and craft behind the screen, browse our shows coverage or dig through the archive for earlier entertainment stories from the Los Angeles desk.