‘Melania’: When political branding becomes a documentary
- Polina Kozlova
- Feb 16
- 3 min read
The rollout of the documentary Melania was meant to spotlight first lady Melania Trump’s return to Washington. Instead, it has unfolded as a study in political polarization, awkward optics and renewed scrutiny of its director.
The film, directed by Brett Ratner, follows the 20 days leading up to President Donald Trump’s January 2025 inauguration. Backed by a reported $40 million acquisition deal with Amazon, the documentary offers a carefully staged look at fittings, floral arrangements and ceremonial planning as Melania Trump narrates her outlook on duty, independence and style.
“Walking into the Capitol Rotunda, I felt the weight of history intertwined with my own journey as an immigrant — a reminder of why I respect this nation so deeply,” she said in the film.
On the attacks and legal battles surrounding her husband, she adds: “People tried to murder him, incarcerate him, slander him ... and now he’s back in the White House. I’m so very proud.”
“I’m against the violence, so please, if you protest, protest in peace.”
Near the end, she frames her approach: “I’ll move forward with purpose. And, of course, a sense of style.” At another point in the documentary, she emphasizes her autonomy:
“Nobody is in charge of me.”
Critics have been largely unsparing.
On Rotten Tomatoes, the documentary earned a single-digit critics’ score.
Audience reactions, however, have been far more favourable, producing one of the widest gaps between professional reviewers and ticket buyers in the site’s history.
The film opened respectably for a documentary but fell sharply, about 67 per cent, in its
second weekend at the U.S. box office, according to industry reports.
The cultural divide has extended to late-night television.
On Jimmy Kimmel Live, Kimmel mocked the film’s reception, noting that Melania Trump said both the president and her son Barron enjoyed it.
“All the people in the movie are giving it rave reviews. That’s enough for me,” Kimmel said. Afterwards, he cited reports that two-thirds of the New York-based crew asked to have their names removed from the credits.
“Two is a lot of thirds,” he added.
The premiere itself made headlines when Trump, while praising his wife on the red carpet at the John F. Kennedy Center for the Performing Arts, described her homeland, without naming it.
“She comes from a faraway country, a wonderful country, clean, beautiful, safe,” Trump said. “Doesn’t have problems like others have.”
He did not mention Slovenia, where Melania Trump was born in 1970, prompting online criticism and mockery from some observers.
Complicating the film’s debut further, newly released U.S. Justice Department files related to convicted sex offender Jeffrey Epstein included photographs of Ratner seated beside Epstein and two unidentified women.
The images, part of a court-ordered release of millions of documents, do not indicate wrongdoing by Ratner. The director has previously denied sexual misconduct allegations made against him in 2017 during the #MeToo movement.
The Epstein files also include references and images involving numerous high-profile figures, including Elon Musk, Bill Gates and Prince Andrew. Inclusion in the documents does not imply criminal conduct.
Through it all, Melania has maintained a narrow focus on image and ceremony.
The film does not address the Jan. 6, 2021, attack on the U.S. Capitol nor delves into policy disputes.
Instead, it lingers on symbolism and staging, reinforcing a style of political storytelling long associated with Trump — tightly managed and aimed at supporters rather than skeptics.
For admirers, the documentary presents a composed first lady reclaiming her role. For critics, it embodies what they see as a broader trend in Trump-era politics: branding over substance, affirmation over interrogation.
The debate surrounding the film, from box office numbers to red-carpet gaffes to the director’s past associations, underscores how a documentary about inauguration planning can become a flashpoint.
In a deeply divided political climate, the story is rarely confined to what appears on screen.
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