All Hail the Retail: Witchy Antics in Newly Released 'Forbidden Fruits'

'Forbidden Fruits,' Meredith Alloway's debut feature film, is my kind of horror-comedy! Taking place in an overpriced boutique (aka secret witches coven), this is a thrilling take on retail and the struggle of young women trying to make it in a capitalist system. The movie premiered recently at SXSW and has been making waves, with many critics happily comparing it to 'Mean Girls,' 'The Craft,' and 'Jawbreaker.'

Headlining its quirky cast is Lili Reinhart as Apple, the coven's leader, who's feminist to the core but ultimately clueless about genuine feelings of love and affection. Joining her on the sales floor (or shall we say, in the witches' den) are Cherry, portrayed by Victoria Pedretti, Alexandra Shipp as Fig, and newcomer Lola Tung as Pumpkin.

Throughout the film, Apple, Cherry, and Fig run the store by day and a clandestine witches coven by night in the mall's basement. All hell breaks loose when Pumpkin, the latest employee, questions their performative sisterhood. This sets the stage for a conflict of all conflicts that the women have no choice but face.

According to playwright Lily Houghton, the movie's storyline draws heavily from her life. She mentions that her work tends to portray voices that are usually dismissed as too girly, unimportant, or frivolous, a tendency she unabashedly embraces: “I hope people come out of the movie thinking totally different things about the magic.”

In 'Forbidden Fruits,' characters reveal complex layers. For instance, while being skeptical, Pumpkin, played by Tung, could be the real catalyst of the chaos. Tung candidly says, “She kind of is the snake. Because without her showing up, maybe paradise wouldn’t have fallen apart, or at least not as quickly or as violently.”

Meanwhile, Apple’s hardcore feminist facade hides her compromising struggle for validation and control. Reinhart says, “She doesn’t get it from her family, so she has to get it from other people. And the way she goes about it is by control.” She is contrasted by the ever-loyal Cherry and Fig, the believer to a fault.

What allows the film to stand out from your average horror-comedy is its ability to skillfully dodge the cliché storyline of pitting girls against each other. Instead, the real enemy lies in the expectations of women in a capitalist society. “The villain is expectations of women,” Alloway says. “It’s capitalist systems. It’s quite literally the mall itself.”

So, pull on your comfiest movie sweater and indulge in some ‘Forbidden Fruits.’ Be it the humorous take on retail and capitalism or the camaraderie between the girls, it’s definitely not your usual horror-comedy. Sit back, relax, and let this unconventional witching hour whisk you away!