Since the beginning of lockdown, Netflix acquired 16 million new sign-ups with an average weekly usage rising a whopping 72%. This presented itself as premium real estate for fashion brands and costume designers, venturing into a new platform for exposure, product placement, and marketing opportunities.
Here are some shows that showcased collection pieces, making it on viewers’ radars and spotlighting designers: a new shift for the fashion world.
When someone says haute couture dresses, a Bridgerton-type kind of feel pops to mind: refined aesthetic. The popular series witnessed one of the most significant interests linked to the character’s costume designs. What presented itself as a unique 19th-century London collection, with jewellery and finery, raised curiosity about the mastermind behind it: costumer designer Ellen Mirojnick. She has outdone herself once again through such fresh and sophisticated looks. Viewers did not hold back from expressing their admiration, a movement that has brought to light the appreciation of costume designers’ work unlike ever before.
© Bridgerton Netflix
The Gossip Girl series has long been a fan-favourite, and with a reboot launching soon, it has caught more eyes than one might think. In the launch picture, actress Jordan Alexander wears a pair of cream-coloured boots that has not gone unnoticed by viewers. So much so, that Schutz, the brand whose work this is, had to restock the product several times due to popular demand. In the series first edition, star characters Serena Van der Woodsen and Blair Waldorf wear Marc Jacobs, Prada, Gucci, Miu Miu, and more! These high looks are expected to resurface in the sequel, creating a space for exposure to countless eyes. The cast already reveals ball gowns by Christopher John Rogers and outfits by Opening Ceremony. As for Emily in Paris, it generated a sea of opinions on both the series itself and the fashion sense it highlights, to say the least. However, this series does serve as one of the best marketing platforms for more than just one brand. After the series emerged, viewers took to the internet to shop the looks, amongst which most of them came from high-end designers. Lily Collins wears a beautiful Chanel green jacket, the now-iconic pink Kenzo coat, See by Chloé dresses, Ganni matching top and skirt yellow patterned set and more. Therefore, TV shows became the new look book and shopping inspiration for viewers.
© Gossip Girl Netflix
This relatively new marketing arrangement raised awareness on the products we see more than ever. Shows have always presented collection pieces, but to say that it has consistently raised the viewer’s interest as it did as of recently, is to delude oneself. What used to be pieces viewers just see, are now pieces they pay attention to, research and want. This paradigm shift brought a new business strategy for many brands, which also translated into a two-way street and association: brands placed their products in shows. They inspired collections that link to the series’ name and aura. The most recent Haute Couture shows, notably Maria Garzia Chiuri’s Dior collection, inspired by tarot card motifs, had many people link it back to Bridgeton’s Regency-era looks with great success. One can expect the fashion industry’s links with big-budget shows to grow only stronger for one of the most potent forms of exposure a brand can have.