Viewers can purchase items to dress up as characters in ‘Emily in Paris’ Season 2.
Image: StephanieBranchu / Netflix
Wwhat do “Emily in Paris”, “Squid Game” and “Bridgerton” have in common? They are all Netflix shows and all three have influenced fashion trends in recent months. The platform appears to have expanded its dominion beyond streaming and has ruled our wardrobes to the point of influencing our buying behaviour. Corsets, retro tracksuits, berets and wide-leg bottoms are among the pieces that have made an unlikely comeback this year under the leadership of the streaming giant.
Successive lockdowns and social distancing measures, plus Netflix’s significant global impact, have made us serial addicts, moving from one binging session to another faster than our boss video conferencing. And that was all it took before the streaming giant’s creations started to seriously influence our buying behaviour, especially in fashion. From the period pieces of ‘Bridgerton’, including form-fitting corsets, to the minimalist tracksuits and sneakers of ‘Squid Game’ and the perfect 70s style of ‘Halston’ and ‘The Serpent’, our wardrobes began to resemble those of our fictional heroes, even if the clothes in question probably didn’t really belong there.
Netflix as a micro trend spotter
However, we are not talking about major trends here, but rather about microtrends, which sometimes fade as quickly as they emerge. Nevertheless, there have been countless of these throughout the year, sometimes even with the emergence of new styles. If cottagecore was born out of a renewed interest in the farm and countryside – thanks to the pandemic! – regencycore and royalcore, to name a few, can indeed be traced to the Netflix series ‘Bridgerton’ and ‘The Crown’.
It is clear that the streaming giant has a major impact on current trends. A phenomenon on a level not seen since the success of “Gossip Girl” and “Sex and the City”, but both shows were directly related to fashion, unlike “Squid Game”, which at first glance seems unrelated. Fashion Week have to do. The phenomenon is such that some actors in the fashion industry, realizing the power of these series as influencers, are starting to create their own small screen productions.
A new playground
Designers and major labels are starting to get into the game themselves, starting with Gucci, which has featured one of its collections in a miniseries co-directed by filmmaker Gus Van Sant. Meanwhile, Balmain, led by creative director Olivier Rousteing, announced this summer the launch of its own miniseries in association with British television channel Channel 4. If you’re going to showcase your creations in an entertainment offering, you’d be doing it in your own universe too. It is of course even more effective if the series in question is viewed by tens of millions of viewers.
Stella McCartney has teamed up with Netflix’s hit series “Sex Education” for a good cause and created an exclusive short film and T-shirt for a 2021 Breast Cancer Awareness campaign. The influential power of these dramas can sell not only charities, but also supporting and raising awareness among younger generations – a force for good. There is no doubt that other players in the industry will gradually jump into this arena, which holds great promise.
Are TV shows the virtual store of the future?
Not just to influence fashion, Netflix shows can be turned into large-scale advertising campaigns, or even real virtual clothing shows. If it used to take you hours, even days, to find the shoes Carrie Bradshaw was wearing, new technology now allows you to add an item to your closet at the end of an episode, if not during! Netflix recently partnered with ViacomCBS Consumer Products to allow fans of the “Emily in Paris” series to purchase the clothing, accessories, shoes and bags that Emily Cooper (played by Lily Collins) is wearing in Season 2 of the hit series. The designs will be available for sale on Netflix.shop, Saks.com and other fashion platforms. A first! With Season 1 reaching some 50 million viewers, the fashion pieces in question should be picking up like hotcakes and inspiring others to go a similar route. In a circular logic, major fashion labels could gain more visibility in TV series – and appear more often. Because we mustn’t forget that many of the outfits – especially period costumes – featured in such shows are unique pieces created especially for these fictional worlds.
Former Vogue editor Sara Klausing could change that with the Seek platform. This e-shop makes it possible to find clothes and beauty products that appear in the most popular TV shows and movies in just a few clicks. And if the creations cannot be found, the expert chooses a selection of pieces that are very similar.
For ‘Gossip Girl’ there’s the Baguette bag from Fendi, a pair of heels from Christian Louboutin and a pair of thigh-high boots from Stuart Weitzman, while ‘Squid Game’ is associated with the ubiquitous Vans Slip-ons. Everything is brought together on one platform, making it much easier for TV addicts and fashionistas to find what they are looking for. These kinds of outlets will draw attention, and we should see more of these emerging in the coming months as the market appears to be ready for it. And so it seems that this time it is the reality that trumps the fiction.
The after calendar
After the global shock of covid in 2020, the world looked ahead to a calmer and more unified post-covid reality. But ultimately it is a digital, hybrid existence that has taken the lead, where screens have become essential in all our activities, from education to work, our love life and what we buy. This accelerated virtualization makes us nostalgic for pre-covid times, for an idealized vision of nature and the world. And this is how the metaverse and newstalgia have coexisted in our 2022 predictions. Check out all the incoming trends in our 2022 After Calendar.
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