Lili Reinhart may have found a novel way to promote a romantic comedy: dress like one. As The Love Hypothesis arrives on Prime Video, the Riverdale star's press-tour wardrobe has drawn attention for its nostalgic references to some of the genre's most recognisable films. The fashion buzz comes as the movie itself receives mixed reactions from critics over its romantic chemistry.
Based on Ali Hazelwood's bestselling novel, The Love Hypothesis follows Olive Smith, played by Reinhart, a Stanford biology PhD student who impulsively kisses intimidating professor Adam Carlsen, played by Tom Bateman. The moment leads to a fake relationship designed to solve problems for both of them, before the arrangement begins to blur into genuine feelings.
A Strong Fashion Campaign
The film was directed by Claire Scanlon and written by Sarah Rothschild. It began streaming on Prime Video on Wednesday, 23 September. Amazon describes it as a fake-dating romance, while the cast also includes Rachel Marsh as Olive's best friend Anh and Nicholas Duvernay as Jeremy, Olive's crush.
While the film has entered the streaming world, Reinhart's fashion campaign has arguably created its own story. According to W Magazine, the actress worked with stylist Ib Abdel Nasser to build a wardrobe inspired by the golden era of 1990s and 2000s romantic comedies. Her looks have referenced films including My Date with the President's Daughter, Miss Congeniality, 13 Going on 30, Uptown Girls, Atonement, Ever After and How to Lose a Guy in 10 Days.
One of the most talked-about looks was a butter-yellow dress inspired by Kate Hudson's famous outfit from How to Lose a Guy in 10 Days. Reinhart also wore an archival Elie Saab Spring 2004 couture gown for the New York premiere, with W Magazine noting similarities to Brittany Murphy's Uptown Girls look.
She has also channelled Sandra Bullock in Miss Congeniality with a custom Hervé Léger dress, while another New York appearance nodded to Jennifer Garner's 13 Going on 30 wardrobe through a lacy slip and polka-dot trench coat.
The Film's Strong 'Ace'
The fashion choices have arrived at an interesting moment for the film itself. The Guardian's Adrian Horton praised Reinhart's ability to carry difficult material, describing her as the film's 'ace'. The news outlet argued that The Love Hypothesis ultimately lacks the chemistry needed to make its romantic premise fully convincing.
Horton criticised the adaptation as overly reliant on familiar rom-com tropes and called its fake-dating setup flimsy. The review also said Bateman's performance shifts between an emotionally distant character and a swoonworthy romantic lead, leaving the central relationship wanting more chemistry.
An Intriguing Fashion Strategy
Not every critic has reached the same conclusion. Marya E. Gates described the film as an unusually charming romantic comedy, praising Scanlon's handling of its ensemble cast and the chemistry between Reinhart and Bateman.
That split makes Reinhart's fashion strategy all the more intriguing. The actress is not simply promoting a new rom-com. She is using its press tour to recreate the visual language of the films that helped define the genre.
Whether those nostalgic references can generate the same excitement for the movie remains a matter of taste. The Love Hypothesis has a curious contrast at its centre: its star is dressing like the heroine of a beloved rom-com, while critics remain divided over whether the film itself has enough magic to match the wardrobe.
