After "Emily in Paris" became popular on Netflix through MTV Entertainment Studio, the producer of the show and the parent company of the Internet hope to find a way to celebrate the show through merchandise, touching the fashion avant-garde of the Parisian environment Nature and reflect the character’s own wardrobe.

According to Forbes, they decided to establish a clothing line created by multiple luxury brands, led by Mindy Lin Prugnaud of Mint Group.

The version is scheduled to be released on dedicated online stores and Saks.com on December 22, which coincides with the second season of the show, and the idea behind it calls it "retail entertainment" or "shopping content."

Jose Castro, Senior Vice President of ViacomCBS Softline, Fashion and Lifestyle Licensing and Global Cooperation, said that although these high-priced products with luxury prices are new products for ViacomCBS Consumer Products, this is not the first time the media group has worked with designers. brand cooperation. Consumer products.

Moreover, according to L'Officiel, the online store will also include macarons, brand-name earrings, necklaces, sunglasses and bags made by a French pastry chef.

See you on December 22 @netflix 🥂 #emilyinparis #season2 pic.twitter.com/f7ojaGk5cO

-Ashley Park (@ashleyparklady) November 12, 2021

Think of this as buying sports team jerseys, but not football uniforms, but fashionable robes, jackets, hats, etc. You can watch an episode of "Emily in Paris" and put on the same clothes in real life.

This is not completely different from the practice of video game companies, which establish partnerships with e-commerce sites and provide in-game products that can be purchased, such as clothing and accessories.

But it’s also interesting how Viacom and its designer partners used the show’s high-end fashion aesthetics to produce matching clothing, beyond the usual TV shows to promote clothing, even though Netflix has worked hard to use the designer’s work in its accessory products .

Netflix has been promoting products recently. In addition to the "Emily in Paris" clothing series, the anchor recently launched a "Stranger Things" pop-up store with a clothing customization area, plush toy series based on its unofficial mascot, and a customizable "Squid Game" online Store "clothing, etc.. This is after launching its first branded merchandise store in June.

Obviously, Netflix is ​​going all out to produce branded goods.

Brendan Menapace is a senior digital editor at Promo Marketing. Although writing and editing stories is natural for him, writing his own biography is not.