“Emily in Paris”, the series that turns the heads of fashion designers

“Where to get the locker room ofEmily in Paris ? » At the end of December 2021, in the days following the launch of season 2 of the Netflix series, the question ignited social networks and a good number of media, from Marie Claire at BFM-TV. Backed by photos of the Valentino sequined microdress, the Barrie green cashmere jacket or the Rotate Birger Christensen dress with a big bow, we learned on the website of She that there were “for all tastes and all budgets” and we warned against running out of stock – it has already been proven for a long ruffled dress Magali Pascal worn by the main actress on the poster announcing season 2. At the same time, the brands which discovered the presence of one of their clothes in the series boasted about it by press release or Instagram post, whether they were young designers, established luxury brands or pillars of “fast fashion”. Why such excitement?

Before being a wardrobe, Emily in Paris, it is a series imagined by the American producer Darren Star, to whom we already owe Sex and the City. She describes the chasm that separates Americans and French through the character of Emily Cooper, a young woman from Chicago sent to Paris to work in a luxury marketing agency. Of nuance, there is no question. The French capital is filmed in a postcard style, ripolined cut stone, turquoise Seine, Eiffel Tower in a disco ball style, so much beauty contrasting with the smoking, lazy and fickle Parisians.

Somewhere between Grace Kelly and Katy Perry

Despite a fairly tenuous plot, the series was a great success. The second season immediately appeared in the world’s top 10 Netflix programs, topping the list in 94 countries with 107.6 million hours of viewing between December 22 and 26. The company Launchmetrics, which analyzes through an algorithm the impact of product placements in the luxury and fashion sectors, estimates that the “value of the media impact” of season 2 ofEmily in Paris had already reached $96 million three weeks after its launch. That is more than the amount generated, for example, by London fashion week last September (49 million) or by haute couture in Paris in January 2021 (69 million).

“It’s an American who arrives in Paris. I wasn’t going to dress her like Inès de La Fressange. Some looks can make your eyes cry or bleed, I guess! », Marylin Fitoussi, costume designer.

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