While more than 58 million fans eagerly awaited the return of Emily in Paris, viewers also looked forward to the exaggerated fashions associated with the show’s three female leads; Lily Collins as Emily, Ashley Park as Mindy and Camille Razat as Camille. Brands also noted the power of the wardrobe expressed in season one and collaborated with the show in various ways to make the show a true marketing vehicle for luxury items while others explored the notion of purchasable content or “retailtainment,” a area that will grow in 2022 onwards. Crucial to partnerships and the success of branded merchandising are the show’s elegant and sometimes cliché fashions.
Behind the look of the show is Marilyn Fitoussi, a costume designer hired by wardrobe consultant Patricia Field of Sex and the city fame with the complete trust of the creator and producer of the show Darren Star. Fitoussi approaches the three distinct characters through the lens of “women who think too much taste can be boring. They know ‘more is more, less is boring’ and are confident enough not to listen to fashion magazines”.
The costume designer defines each character differently, but they share a taste for luxury clothing. Emily has grown wiser since she moved to Paris, while still maintaining her unique sense of style. “She knows the French fashion rules, but she doesn’t want to lose her personality and turn into a French clone, dressing like most women in Paris, jeans, blue blazer, white t-shirt and white sneakers. Mindy is powerful , smart and sexy and not afraid to use colorful pieces and be too dressed on some occasions. That’s why she never criticizes Emily, “says Fitoussi, adding that Camille is an It Girl from Paris. “Camille’s character is a French girl who knows and loves fashion, is more conceptual and admires Cristobal Balenciaga.
From a strongly fashion point of view, the show follows in the footsteps of Sex and city. “Emily In Paris may be Carrie Bradshaw’s little sister because she grew up watching him. We paid our tribute to Carrie, but they have two very different personalities and Emily is not a copy of Carrie,” explains Fitoussi. Yet, just like SATC helped turn Manolo Blahnik, Christian Louboutin into household names and launched jewelry businesses such as Faraone Menella, whose Stella earring was an instant hit after being featured on the show. (Season 2 featured a red circle part of the jewelry brand’s new collection.)
In the second season, Chopard, Rimowa and Dior for Vespa had products written in the plot for a sophisticated product placement that felt authentic for the textures. According to Karen Duffy, co-founder, wilyfoXX, a boutique agency founded by women focused on marketing, communication and business development, is win-win.
“Programs like Emily in Paris and their reach of 58 million families can have a significant impact on featured brands (from sales to positioning). These luxury, legacy and mega brands featured in each episode also allow the show to tap into. to its powerful marketing channels. Brands can own entire episodes as featured players like Rimowa in Emily in Paris Season two, “he believes, adding,” As brands rely on creative marketing to create awareness, audiences now embrace the brand / content relationship when it makes sense. When storytellers capture these brands in an authentic way, audiences love it. Often these expert and influential brands center targeted campaigns that use show content on their proprietary channels to promote the show, helping to lead the audience by creating value for both the show and the brand. “As does Dior for the Vespa scooter. and Happy Diamonds by Chopard.
The show also drew on purchasable content with different partnerships and brands such as AZ Factory, Lancôme Paris, Roberto Coin, Barrie, Goossens, and My Beachy Side, among others. They offered styles worn or inspired by those worn on the show for sale on major retail sites such as Saks Fifth Avenue, various e-comm sites, and Netflix
Mindy Prugnaud of Mint Group in Paris orchestrated several brands featured in the purchasable content project. Several attendees reported positive feedback despite only being on the air for a week.
“Roberto Coin’s Pilar Coin and Eye M’s Ileana Makri told me they are receiving inquiries from Japan, Dubai, Thailand and Russia for project items via their website,” said Prugnaud of the jewelry worn in the St. Tropez of the show. Other noteworthy scenes that featured purchasable content include Emily wearing AZ Factory pink and orange pajamas as she visits Camille’s family castle, a Barrie jacket for cruising around Paris on the Vespa Dior. In other scenes, the characters Camille and Etienne, played by Jin Xuan Mao, wear Zeus + Dion sunglasses.
Playful fashions are just as delightful as the show and its characters. And Fitoussi says it’s getting better. “Season 2 was a lot more fun for me. I got more freedom and confidence from Pat Field and Darren Starr,” he said. And based on the appearance of luxury brands in the storyline, marketing teams will really have a ball to see if Season 3 offers opportunities to associate their products with this wildly fun and trendy series.