A Refreshing Look at ‘Forbidden Fruits’: Lili Reinhart and Lola Tung Revive Mall Culture in Meredith Alloway’s Charming Camp Debut at SXSW
"Forbidden Fruits" Premieres at SXSW, Showcasing Campy Horror Comedy
Audiences were treated to the world premiere of Forbidden Fruits at the South by Southwest (SXSW) festival on Monday, heralding the feature debut of director Meredith Alloway. The film promises a blend of humor and horror, delivered with a campy flair that piqued the interest of festival-goers.
Co-written by Alloway and Lily Houghton, the film is inspired by Houghton’s 2019 play, Of the woman came the beginning of sin, and through her we all die. It stars Lili Reinhart as Apple, a retail employee who moonlights as the leader of a witchy cult within the upscale mall store, Free Eden.
Apple is joined by her stylish followers Cherry, played by Victoria Pedretti, and Fig, portrayed by Alexandra Shipp. Together, they welcome newcomer Pumpkin, played by Lola Tung, as the final member of their coven, with each character representing a different season of the retail cycle.
Pedretti’s Cherry is characterized by her squeaky voice and boy-crazy demeanor, illustrating a lack of self-awareness typical of her “Main Character Syndrome.” In contrast, Shipp’s Fig, an astrophysics graduate, serves as the group’s rational voice when chaos ensues.
Reinhart’s Apple presents a compelling and enigmatic presence, juxtaposed with Tung’s Pumpkin, who subtly manipulates the group as she confronts a personal mystery tied to her past, all while keeping her true identity hidden from her friends.
The film also includes performances by Emma Chamberlain as Pickle, a traumatized former employee and cultist, and Gabrielle Union as Sharon, the store manager new hired to restore order following a recent tragedy in the store.
Alloway and Houghton’s clever, rapid-fire dialogue critiques millennial and Gen Z culture and the pervasive influence of capitalism, set against the backdrop of a hyperstylized mall that provides a chaotic stage for the characters to grapple with their dilemmas.
With its combination of sharp wit and horror elements, Forbidden Fruits is poised to become a cult classic. The film explores themes of toxic feminism through a distinctly female lens, drawing inspiration from notable titles such as Mean Girls, Jawbreaker, The Craft, The Shining, and even Final Destination in its thrilling third act. An early credits scene promises additional surprises for viewers.
Title: Forbidden Fruits
Festival: SXSW (Narrative Spotlight)
Distributor: Independent Film Company/Shudder
Release Date: March 27, 2026
Director: Meredith Alloway
Screenwriters: Meredith Alloway, Lily Houghton
Cast: Lili Reinhart, Lola Tung, Victoria Pedretti, Alexandra Shipp, Emma Chamberlain, Gabrielle Union
Running Time: 1 hour 43 minutes
