Camila Mendes is once again pulling double duty as both an executive producer and star in Idiotka, her latest project that explores the intersection of reality television and the fashion world. Following her work as executive producer on Prime Video’s Música and Upgraded, Mendes now brings her talents to the SXSW Film Festival, where Idiotka will make its world premiere on March 12, 2025.
The film, directed by Nastasya Popov, takes viewers into the chaotic life of Margarita, an aspiring fashion designer played by Anna Baryshnikov, who lives with her father, brother, and grandmother in a cramped West Hollywood apartment. Margarita’s life is further disrupted when her landlord issues an eviction notice due to overdue rent. Desperate to turn things around, Margarita applies to a reality TV fashion competition similar to Project Runway. Her application is accepted when Nicol (played by Mendes), a producer for the show, calls her with the offer, thrusting Margarita into the unpredictable world of reality television.
Mendes, speaking ahead of the premiere, revealed that her involvement in the project began through a chance connection with producing partner Tess Cohen, a mutual friend from high school. “It gripped me,” Mendes said, recalling the moment she read the script. “I knew right away I had to do it.” With Cohen’s enthusiastic approval after reading the first few pages, Mendes joined the team, and the film quickly became a passion project.
The script, written by Popov, captivated both Mendes and Baryshnikov from the moment they began reading. Mendes praised Popov’s unique writing style and vision, which were reinforced by a compelling sizzle reel that showcased the film’s potential. “Sometimes you read a great script and don’t know how the director envisions it, but Nastasya had it all figured out,” Mendes said.
In Idiotka, Mendes’ character, Nicol, navigates the fine line between supporting Margarita and exploiting her for the sake of good television content. For Mendes, the film’s central theme of self-exploitation and the pressure to make personal lives public resonated deeply. “It’s something I feel constantly at odds with—being relatable and giving a piece of yourself, while deciding what’s too much to share,” she explained. “That’s what I wanted to explore through Nicol’s dynamic with Margarita.”
Popov’s inspiration for the film came from her own experiences living in a multi-generational household, similar to Margarita’s family dynamic. “The energy was chaotic and funny, which really inspired me to start writing,” Popov said. The script evolved over the course of several years, with Baryshnikov coming on board after reading an early draft. The film’s direction began to crystallize after a “scrappy” sizzle reel was shot in Popov’s apartment, providing a glimpse of the project’s aesthetic and helping secure funding.
Baryshnikov, who found the Russian-American family experience depicted in the film deeply personal, was drawn to the contrast between the film’s quiet family drama and Popov’s sharp, acerbic sense of humor. “It’s about exploring identity in spaces that reduce it to something simple, when our lived experiences are so much more complex,” Baryshnikov said. “That was exquisitely captured in the script.”
The production also featured an impressive lineup of guest stars, including Theater Camp’s Owen Thiele, who plays the host of the reality competition, Slay, Serve, Survive. Popov had Thiele in mind for the role from the start, having seen his comedic talents in previous works. The reality show judges include Benito Skinner, Julia Fox, and Saweetie, all of whom were brought on board through a combination of networking and serendipitous timing.
Fox, who was promoting her film Down the Drain at the time, was initially contacted through her manager after Mendes and Popov showed up to her book signing. “It was just great kismet,” Mendes recalled. “Julia really responded to the script.” Saweetie joined the project later, with Popov noting that having mutual connections helped pull everything together.
The relationship between Margarita and Nicol is central to the plot, with tensions rising as the reality competition unfolds. Popov highlighted the complexity of Nicol’s character, noting that while she is manipulative, her actions also help Margarita grow and embrace her true self. Mendes added, “There’s personal gain for Nicol, but it also benefits Margarita in the end.”
Baryshnikov, reflecting on her character’s journey, compared it to the experiences of real-life participants on unscripted television shows. “On one hand, Nicol is the only person who understands what Margarita is going through. On the other, she has an agenda to make good television,” she said. “What do you put yourself through in the name of truth?”
Idiotka delves into the pressures of self-exploitation and the complexities of reality television, bringing to light the challenges faced by those caught between authenticity and entertainment. With its sharp wit, compelling performances, and unique vision, the film is set to make a significant impact at SXSW and beyond.
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