Since “Melania,” the film about the 20 days leading to Melania Trump’s second term as first lady, had its premiere at the Kennedy Center, it has been alternately criticized and mocked, reviews and memes exploding in both old and new media. The film has been called “an elaborate piece of designer taxidermy” (The Guardian), “propaganda” (The Daily Beast) and a “mockumentary” (Vanity Fair). Its box office take has been analyzed and debated as reports of its record-setting opening and screenshots of empty movie theaters spread. Yet, amid all the hoo-ha, a critical point has been missed. This isn’t a documentary. It’s not an advertorial for the Trump administration or family. It’s the hard launch of a new lifestyle brand not-so-code-named — yes — “Melania. Trump’s multiple references to her “creative vision” within the movie, with the inauguration as her calling card. Hence the many lovingly framed scenes of her towering stilettos. Hence the large amount of film time spent on the details of her inaugural outfits: her insistence that the neckline of the blouse she wore to the swearing-in be sharply crossed, rather than cowl, and that the band on her hat be half an inch narrower. Hence the revelation from Hervé Pierre, the designer who also works as Mrs. Trump’s stylist, that the inaugural gown is in her colors: “black and white

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