The popular series Emily in Paris, which debuted on Netflix last January, was a huge success. It attracted nearly 60 million viewers.
ViacomCBS, the show’s parent company is looking to capitalize on its popularity by launching a shoppable channel that allows you to purchase looks from the show on Netflix.com, Saks.com, and some Saks physical stores.
Marylin Fitoussi is the show’s costume designer. She cleverly combined high and low fashion looks with labels from Alber Elbaz and Chanel, including Maison Michel, Goossens Paris and Causse Gantier.
Netflix is expected to meet high standards when it comes commercialising fashion through its storytelling. This includes the Balmain collaboration for “The Harder they Fall”, to series like Bridgerton and Squid Game. In the latter series, Ho Yeon Jung was made an ambassador for Louis Vuitton.
Netflix.shop was launched in June. It combines curated products with rich storytelling to create a unique Netflix shopping experience. Exclusive limited editions will be released by the online store of high-quality, lifestyle products and apparel that are tied to the shows and brands.
“Great stories transcend screens”
Netflix released the following statement: “We love when great stories transcend screens, and become part of our lives. We are always exploring ways to expand the world of our stories, from apparel and toys all the way to immersive events or games.”
ViacomCBS’ Consumer Products division joined forces with the Mint Group. This fashion and merchandise buying organization based in Paris collaborated with brands to include styles that have a subtle chic Emily Paris logo as well as pieces that reflect the show’s luxurious attitude.
Roberto Coin, a jewellery designer, will launch the first shoppable products on Saks.com. Other retailers will follow shortly. Additional brands will be available on Saks.com, the respective brands’ websites and select retail locations starting in November. A selection of merchandise will be available for purchase on Netflix.com, which is also timed to the premiere of the show.
Mindy Prugnaud, Mint Group director, met with creator Darren Star on the set for Emily in Paris’ first season. This led to the idea of co-branding and curating select merchandise. She said that she admires his work and felt there was a chance to link the TV project with luxury. It’s shot in Paris and the costumes are made with European brands. Mint Group believes that’shoppable content’ is the future of entertainment and retail.