Way before Alice in Wonderland‘s much anticipated movie release into the world, it could perhaps already be the most merchandise-heavy movie of 2010. The Tim Burton fantasy has already dipped its mad toe into the world of designer delights with ranges of jewellery, dresses and beauty. It’s even got two soundtracks! But how can we not understand the craze, after all, flick through any fashion mag and the influence of Alice is everywhere and yet we’ve got news of a new beauty range that, while happily flashing some Wonderland credentials, isn’t tying in with the new version of the Lewis Carroll tale, but rather paying homage to Disney’s 1951 animation. Introducing the Paul & Joe Alice in Wonderland limited edition cosmetic range which is scheduled to launch at my favourite funky fashion website, ASOS on 25th February and at swanky London store, Harrods from 6th March.

So what do we have on offer? Namely a collection of blotting paper tins for shine control with mirrors (which will sell for £25 each), paper refills and two lip treatments. The range is split into two colour ranges, the packaging defining them.

The pink one is called Sweet Milky Pink, the accompanying lip treatment coming in a cute pale pink called Fantasy; and the blue-packaged one known as Sheer Orange has a lip treatment in a blushing peach called Daydream. These lip shades manage to be both gorgeous and subtle, providing just a hint of colour and a conditioning quality that helps keep your smackers silky smooth.

As we’ve come to expect from the Parisian brand, the colour-coordinated packaging looks absolutely delicious. There are the familiar cartoon characters such as Alice, the Cheshire Cat and the White Rabbit all in pretty pastels and a floral motif that is just pure flirty fun.

Can’t get enough of Alice and her Wonderland adventures even before watching the movie? Here’re some juicy bites

The Movie

Synopsis: Alice in Wonderland is a fantasy film directed by Tim Burton. It is an adaptation of the Lewis Carroll novels Alice’s Adventures in Wonderland and Through the Looking-Glass. The film will use a technique combining live action and motion capture technology. Mia Wasikowska will play the role of Alice, alongside Johnny Depp as The Mad Hatter, Helena Bonham Carter as The Red Queen, and Anne Hathaway as The White Queen.

Also released in 3D.

The Beauty Products

OPI, the nail polish experts, have unleashed four killer shades inspired by Alice in Wonderland. The quartet of nail lacquers is all bright and vivid, providing your fingers with an exciting splash of colour following in the footsteps of the amazingly vibrant and dramatic-looking fantasy film. Colour so fantastic, you’ll think you’re dreaming.

As per so many AIW-inspired fashion treats, the lacquers all have whimsical names in-keeping with the movie. “Thanks so Muchness” is a gorgeous, berry pink, while “Off With Her Head” is a cracking crimson, perfect for all wannabe Red Queens.

Playing up to the movie’s 3D quality, the remaining two polishes share a glittery sparkle that is sure to dazzle. “Absolutely Alice” is a blue glitter, perfectly matching the shade of Alice’s dress, while “Mad as a Hatter” is just as busy as you’d expect from a shade inspired by the zany Mad Hatter. This one enjoys a heady cocktail of colours, the rich rainbow made from purples, pinks, blues, greens, gold and silver to create a real showstopper.

The Paul and Joe range (above)

Urban Decay joined the Alice bandwagon to bring us a gorgeous eye shadow palette called the “Book of Shadows”.

As we’ve come to expect from the American cosmetics company, it’s quality through and through and looks irresistible. The palette opens to reveal a pop-up scene from the movie, colourfully depicting Alice surrounded by massive mushrooms upon one of which perches the imperious-looking Caterpillar (voiced by Alan Rickman) with an empty “drink me” bottle lying discarded. Behind all of this is a mirror allowing you to carefully apply the make-up and yet still inhabit the weird and wonderful world of Alice.

Pull out the drawer and inside lies the make-up, 16 of Urban Decay’s best-selling eye shadow shades, albeit it they’re all re-named with quirky Alice-inspired monikers such as “Muchness”, “Midnight Tea Party” and “Curiouser”. These are joined by two 24/7 eye pencils and a travel size eye shadow primer potion, meaning that you’ve got everything you need to create a gorgeous Wonderland look.

The Fashion

Alice’s dress will be given a haute couture flavour by a number of top designers who’ve been enlisted by swanky French department store, Printemps for a planned AIW-themed window installation, due to be unveiled to the public next February, coinciding with both the movie’s release (5th March) and Paris Fashion Week.

And who are the names so far confirmed to be working their Wonderland wizardry? Step forward Scottish sizzler Christopher Kane, avant garde Belgian Martin Margiela, his countrywoman, the gothic-loving Ann Demeulemeester, colour crazy Bernhard Willhelm, Manish Arora known for a kitsch campness and Colombian Haider Ackermann famous for abstracts.

Tom Binns, Stella McCartney, now add to that list L. A. designer, Sue Wong who has announced that she is to release a fashion line inspired by AIW, lining up a gorgeous high-end dress line called “Sue Wong for Walt Disney Signature”. Forget celebrity crazes, Alice is surely this spring’s trendsetter!

Like the songs on the AIW-inspired soundtrack album, “Almost Alice”, the dresses are based on the story’s famously quirky characters including The Red Queen, The White Queen and of course, Alice herself, with locations, such as the talking flower garden also playing their part.

Wong is known and celebrated for her romantic and feminine creations and this dress range is no different. The colours are all soft and flattering, the details delicate and intricate (expect ruffles, ruching, embellishments, etc.) and all using such gorgeous and flowing fabrics as Victorian antique lace.

And there’s something for everyone, from short, funky and fun dresses like the strapless Red Queen and the cute and innocent pink mini (pictured) to more sweeping, floor-length gowns for more formal events such as the White Queen dress and Talking Flowers Garden dress.

On the collection and her involvement with Disney, the designer explains: “I have long been mesmerised by the fantastical tales of Alice and her surrealistic adventures in Wonderland and am thrilled to be collaborating with Disney on this project.” She continues: “This classic story, along with Tim Burton’s inspired interpretation, lends itself especially well to my design aesthetic, which is whimsical and fun, while adding yet another element of creativity and expression to my artistic process. It is an honour to help bring this marvelous tale to life.”

And it’s a collaboration that has the suits at the House of Mouse similarly excited. “Disney has been influencing fashion trends for several years thanks in part to the universal appeal of our characters and to the inspiration from such creative works of art as Tim Burton’s Alice in Wonderland,” says Robert Oberschelp, director of Disney Lifestyle Collections for Disney Consumer Products. “Our collaborations with top designers like Sue Wong have also enabled us to keep our lifestyle collections fresh and vibrant serving up an aspirational effect with consumers and Disney fans of all ages.”

Maybe of all ages but not of all budgets, as the collection will be priced from $329 to $609 when it launches across the US next month. Find it at top department stores Macy’s, Bloomingdales, Neiman Marcus, Lord and Taylor, Nordstrom and Saks Fifth Avenue as well as Wong’s website, www.SueWong.com.

Amazing sky-scraper shoes by Nicholas Kirkwood.

London-based Kirkwood has been steadily building up an impressive showbiz clientele, with celebrated trendsetter Daphne Guinness and Carrie Bradshaw herself, Sarah Jessica Parker both snapped stepping out in his footwear and these shoes, decorated with tea cups, red roses and a pocket watch are sure to further promote his talents. “I am very happy to be involved in this project as I love Alice in Wonderland,” enthused the graduate of Central Saint Martins to Vogue.com. “My interpretation for Alice is all about fantasy and fun through escapism.”

His work will be joined in the store window display by a gorgeously romantic pink puffball mini dress by Alexander McQueen, a blue veiled gown by Maison Martin Margiela, a puffy-sleeved blue mini with playing cards motif by Manish Arora and what looks like a flowing gown only shown in sketch form by Haider Ackermann.

The Jewellery

Another day, another Alice in Wonderland-inspired fashion range. They seem to be coming thick and fast at the moment in the build-up to the movie’s release! Well, the latest to join the tea party is Swarovski which is debuting their “Underland” spring/ summer collection next month. And by the looks of things, we can expect some truly gorgeous trinkets from the crystals brand and all in the very reasonable price range of $80 to $150.

The collection is said to consist of 17 pieces, including necklaces, earrings, rings and pendants, referencing all sorts of AIW imagery. We’ve clocked a number of these stunning charms, such as cotton reels and scissors (ala Johnny Depp’s Mad Hatter), hearts and clubs (representing The Red Queen) and bunny and pocket watch (in the style of The White Rabbit) and think the collection promises to be sparkly picnic of precious pieces.

Swarovski has enjoyed a long and suitably stunning relationship with Hollywood, the luxury crystals brand having adorned vintage style icons like Audrey Hepburn in Roman Holiday, Mae West in I’m No Angel and Marilyn Monroe in Gentlemen Prefer Blondes through to more modern trendsetters like Nicole Kidman in Moulin Rouge! and Cate Blanchett in Elizabeth: The Golden Age.

And working alongside AIW comes as little surprise when you consider that the movie’s costume designer is Colleen Atwood, who has collaborated with Swarovski on the likes of recent musical Nine and Sweeney Todd: The Demon Barber of Fleet Street (which, like AIW, is incidentally a Tim Burton movie.)

Stella McCartney to produce Alice in Wonderland jewellery range

So, what can we expect? So far, a necklace and bracelet have been confirmed, set to sell for $425 and $395 respectively, making them much cheaper than the Walt Disney Signature Collection by Binns ($1,000 to $2,000) and more akin to his Disney Couture Collection ($100 to $500).

The pieces are being handmade in Italy and will consist of brass chains with a light gold finish. These will be decorated with eye-catching charms fashioned from Plexiglas and Swarovski crystals in a colour palette of black, brown and sheer pink. The charms themselves will be the main opportunity to unleash a little Alice madness with a rabbit, a pearl, The Mad Hatter’s hat and diamond, heart, spade and club shapes.

Jewellery guru Tom Binns has planned to release 2 lines of jewellery for AIW.

One line is for the Walt Disney Signature Collection and will consist of six items all inspired by specific characters or events, such as the Mad Hatter, the White Queen and the Red Queen. On his creation for the latter, his self-confessed favourite character, Tom explains: “For her necklace, I interspersed red lacquered hearts with vicious little pins and thorns.”

Celebrated for his surreal style, Tom is a natural fit for the movie: “With Alice, I could be my mad self, but in the context of Tim Burton’s Alice, my madness actually seemed rather tame.” However, we reckon there’s nothing tame about the gorgeous broken teacup necklace (pictured) which is expected to sell for $1,000 to $1,500. Yup, this line of limited edition trinkets is for those with deep pockets only, with prices starting at $1,000 and climbing to $2,000.

But those on a tighter budget are also catered for thanks to the 35 piece Disney Couture collection which is more consumer friendly with prices ranging from $100 to $500. This will be sold at New York’s Tom Binns Megastore and other international boutiques from spring 2010.

And excitingly, this could be just the start of things from Wonderland, as a Disney Consumer Products (DCP) rep added mysteriously: “The collection will include a number of surprises that will connect fashion conscious folks to the whimsy of Alice in Wonderland.”

The Merchandise

Hot Topic is already ahead of the game with cool tees, gorgeous jewellery and much more besides. Limited edition, certainly.