High fashion love4/2/2023 TV series collaborations come in all shapes and forms. We're really happy with all three of those.” “We primarily look at it in terms of metrics of success, reach and engagement and obviously good for our sellers. So, I think from our perspective, it's been a great success,” he says. “This was the first time that we worked with a streaming service television property. Each seller had a 30-minute meeting with Gossip Girl costume designer Eric Daman to establish the character’s style before curating the shop.ĭepop picked Gossip Girl because of its popularity with Gen Z and long alignment with fashion, says Steve Dool, Depop head of brand partnerships. It found four existing Depop sellers with aesthetics that aligned with Gossip Girl characters Julien, Max, Aki and Monet, creating a Depop shop for each. HBO Max partnered with Gen Z resale platform Depop for its Part 2 series launch of Gossip Girl. This account has more engagement than the show’s main Instagram, Moss says. Fashion partnerships strengthen this approach.įor And Just Like That, HBOMax created an Instagram just focused on the show costumes, created by Molly Rogers and Danny Santiago. The characters (not the actors) have dedicated social media accounts to connect with fans. From Instagram to Depopįor shows like Emily in Paris and Gossip Girl, social media is an important component on and off screen. A second season with Balmain’s involvement is now planned. Balmain shot content and campaigns on the show set and produced products in line with it. When Balmain announced the Fracture deal, the brand saw an immediate surge in site traffic, says Diz. The Emily in Paris partnership gives us a voice and gets the word out there,” says Gamze Ates, founder of luxury resort brand My Beachy Side, which employs and re-skills Turkish female artisans who have faced hardship. “For a small brand like us, it’s hard to be noticed. not the only way we look at fan love - the conversation that it's driving and ultimately the level of authenticity and excellence that comes from the products we're creating.”įor fashion brands, entertainment partnerships are currently more of a marketing play. It's only natural that we’re starting to see how Netflix influences and interplays with the world of fashion.”įor Netflix, fashion partnerships can be revenue drivers, but that’s not the only measure of success, says Simon of Netflix. I think a lot of our shows are at the centre of cultural conversation. “For Netflix, what's great is we're already starting from that point. How collabs work bestīrands have traditionally used collaborations as a way to infuse culture into their products, says Josh Simon, VP of consumer products at Netflix, which collaborated on a streetwear drop for Squid Game. In China, Balmain partnered with Tencent to broadcast Fracture, reaching 120 million views. Storytelling is the key.” Separately, in August, Balmain also launched with TV mini-series Fracture on the UK’s Channel 4, which pulled in 6 million views, well beyond initial projections, according to the brand. “I mean, we're all obsessed with content. “For us, partnerships between fashion and entertainment are something that's very obvious,” he says. The capsule collection, featuring Western-inspired fringed jackets and suede skirts and available on Farfetch and the Netflix Shop, has had a “very positive” response, according to Balmain CMO Txampi Diz. In November, creative director Olivier Rousteing launched a capsule collection with Netflix Western, The Harder They Fall, after being approached to design costumes and falling in love with the production, particularly for its championing of Black representation in Westerns.
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