What do "Emily in Paris," "Squid Game," and "Bridgerton" have in common? They are all series shown on Netflix, and all three have influenced fashion trends in recent months. The platform seems to have extended its reign beyond streaming, calling the shots for our wardrobes to the point of influencing our buying behavior. Corsets, retro tracksuits, berets, and bell-bottoms are among the pieces that have made an unlikely comeback this year under the streaming giant"s leadership.
Successive lockdowns and social distancing measures plus Netflix"s considerable global impact have turned us into series addicts, moving from one binging session to another faster than our videoconferences with the boss. And that"s all it took for the streaming giant"s creations to start seriously influencing our buying habits, especially in fashion. From the period pieces of "Bridgerton," including constricting corsets, to the minimalist sweatsuits 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 when the clothes in question probably didn"t really belong there.
It"s clear that the streaming giant has a major impact on current trends. A phenomenon on a level that hasn"t been 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, appears to have nothing to do with Fashion Week. The phenomenon is such that some actors of the fashion industry, aware of the power of these series as influencers, are starting to make their own small screen productions.
Stella McCartney has partnered with Netflix"s hit series "Sex Education" for a good cause, creating an exclusive short film and T-shirt for a Breast Cancer Awareness 2021 campaign. The influential power of these dramas can not only sell but also support worthy causes and raise awareness among younger generations—a force for good. There is no doubt that other industry players will progressively jump into this arena, which shows significant promise.
The designs will be offered for sale on Netflix.shop, Saks.com, and other fashion platforms. A first! With season 1 tallying up some 50 million viewers, the fashion pieces in question should be snapped up like hotcakes and inspire others to go a similar route. In a circular kind of logic, major fashion labels could carve out more visibility in TV series—and make more frequent appearances. Because we mustn"t forget that many of the outfits—period costumes in particular—seen in such shows are unique pieces created specifically for these fictional worlds.
Former Vogue editor Sara Klausing could help 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 when the creations cannot be found, the expert picks a selection of pieces that are very similar.
For "Gossip Girl," there is the Baguette bag by Fendi, a pair of Christian Louboutin heels, and a pair of Stuart Weitzman thigh-high boots, while "Squid Game" is associated with the ubiquitous Slip-ons from Vans. Everything is brought together on one platform, making it much easier for TV addicts and fashionistas alike to find what they"re looking for. These kinds of retail outlets are set to garner attention, and we should see more of the kind quickly sprouting up in the months to come, as the market seems to be ready. And so it would seem that this time it"s reality that is outdoing fiction.
First Published: Jan 15, 2022, 09:15
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