Online Shoppers Are Trying to Replicate “Emily in Paris” Fashion – Sourcing Journal


Ever since Carrie Bradshaw made her final strut up Fifth Avenue clad in her signature fur and a Manolo Blahnik shopping bag in tow, fashion revelers have waited with bated breath for the next television series that would ignite trends and catapult obscure designers into household names. Shows like “Gossip Girl,” “Mad Men” and “Girls” each left their own fingerprint on fashion, but the new Netflix series “Emily in Paris” is gaining “Sex and the City”-level attention for its American interpretation of Parisian fashion.

Styled by Patricia Fields, the same costume designer that coined Carrie’s eclectic yet influential look, the show centers around twenty-something Chicagoan Emily Cooper’s journey (played by actress Lily Collins) as the new social media guru for a Paris-based marketing agency and her assimilation into French culture.

Workplace and romantic hijinks ensue in classic scripted rom-com fashion, but the casts’ distinct styles may just be the catalyst that awakens fashionistas from their pandemic-induced fashion slumbers. In “Emily in Paris,” like in “Sex and the City,” the cost of designer fashion and how the young characters procured it is irrelevant—it’s fantasy.

Emily’s friend Camille, played by model and actress Camille Razat, embodies cool-girl style with her effortless tailored looks and elevated denim staples—like deep cuff dark-rinse jeans or a ’90s style double-denim look—not to mention her signature pop of red, be it a cowboy boot or a classic tee. To contrast, Emily’s new best friend Mindy, played by Ashley Park, offers some of the show’s most playful looks including bleached denim, furry coats and head-to-toe snake prints.

Meanwhile, with no shortage of Paris-themed prints, Emily exudes optimism (and French style clichés) with colorful sets, romantic dresses, novelty headwear and heaps of designer pieces—including a Chanel crop top that she wears for workouts.

And consumers are eating it up. Recent data by global search platform Lyst shows that fans have been searching for brands and products featured in the series, especially some of the show’s most affordable statement items.

Accessories play a large role in the show’s storytelling. Searches for Kangol’s “bucket” style hats—which retail for approximately $68—increased by 342 percent on Lyst, while searches for “beret hats” and “berets” in general rose collectively 41 percent week-on-week.

Consumers were also searching for the $65 “Handful” bag by Aldo—a classic two-tone top handle bag with adorned with a scarf bow. Lyst reported that searches for Aldo bags climbed 64 percent in the days following the series premier. Other bags saw double-digit spikes in searches as well, including the $395 Jelly Snapshot Camera bag by Marc Jacobs and Kate Spade’s Nicola bag in pink teddy, which sold out.

The show has already done wonders for designer Ronny Kobo’s sleek yet bohemian namesake collection. The green snake-print mini skirt Emily wears with an Alice & Olivia Eiffel Tower-print button-down shirt in the premier episode sold out, while searches for the brand on Lyst increased 22 percent.

Likewise, a hot pink denim mini skirt by Chiara Ferragni, which Emily wore in a monochromatic moment, sold out and led to a 60 percent increase in searches for the influencer’s fashion collection, Lyst reported. Lyst also saw demand for Ganni skirts skyrocket by 289 percent after episode one featured a yellow asymmetric skirt by the Copenhagen brand.





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