FASHION
Here’s How You Can Now Get “Emily in Paris’ Wardrobe
Blanche Marcel - Madame Figaro
8-November-2021
Few weeks before the release of Emily in Paris Season 2 (December 22), Netflix announced the opening of an online shop where fans can purchase the iconic pieces the actors wear.
A year ago, series of the year came out; The romantic comedy series Emily in Paris, which showed Paris in its best version and made a buzz in the fashion scene had a phenomenal success with more than 58 million viewers while boosting sales of many product seen in the series.
Now that the show is on for a second season in a month approximately, Netflix, in partnership with media company ViacomCBS, will soon be launching an online store featuring many pieces worn by the show's cast. It will therefore be possible to get the Chanel jacket that Lily Collins wears in season 1 or the Art Deco-inspired earrings by Roberto Coin that Ashley Park (Mindy) will wear in season 2.
Fashion Marketing
While the series faced criticism for the clichés it could present, it also shed the light on French fashion, almost becoming a character in its own. Beautiful rooms and beautiful decor: a magical marketing recipe. As proof, a study by the Stylight search engine showed that searches for Chanel products increased by 30% in the week following the first broadcast of the series. According to Jose Castro, in charge of collaborations at ViacomCBS, “As they have gained popularity, several brands and labels have expressed their interest in a partnership allowing fans to take some of that luxury home".
Among the brands that have taken hold of the Emily in Paris phenomenon is My Beachy Side, a Turkish clothing line. The label has signed a collaboration with the series, called "Emily in Paris Collection", which presents crochet pieces in the colors of France inspired by the Côte d'Azur in its roaring twenties. Some episodes of season 2 were also shot in the landscapes of Saint-Tropez. My Beachy Side has reportedly made a deal with ViacomCBS production for a possible third season. The Emily in Paris series, a new fashion influencer? Certainly.
