In the absence of weekend getaways, great film premieres, music festivals, nightclubs and even village festivals, the months of confinement have united us, even more if possible, with
streaming
platforms
.
According to the National Commission of Markets and Competition (CNMC), during the second half of 2020, the sector's income in our country grew by 132%, reaching 535 million euros.
We not only gobble up series, we also read about them, theorize until we were exhausted and we passed them the
fact checking
to those based on real events.
But, in addition, we care more and more about what its protagonists are wearing.
The global, instantaneous and increasingly numerous impact of television series is causing a noticeable increase in sales and popularity of brands that manage to
sneak
some of their garments into the fiction of the moment.
Because the plot or the time does not matter: the protagonists of series like
Lupine, The Bridgertons
or
The Crown
always have something better to wear than the gray sweatshirt with matching pants that reigns in our wardrobe these months of forced domestic loop.
And brands are already feeling its effects.
If before the firms paid - and stuck - to have a presence in the most influential Instagram accounts, now they also want to be in that other international showcase that Netflix, HBO, Prime Video or Disney offer them.
“For most brands, having your clothes or accessories appear on television is a priceless display.
And this has never been more true than during a pandemic in which viewers have spent endless hours watching and reviewing series ", corroborates journalist Alexandra Mondalek in
Business of Fashion.
Lupine
, the
umpteenth Netflix phenomenon that has managed to win over more than 70 million viewers with just five episodes, is a good example of the trend.
The reinvention of the iconic white-collar thief of French literature by actor Omar Sy (
Untouchable
) this time forgets about the Belle Époque, but maintains in its contemporary approach details of style to vindicate.
If to take advantage of his arts of robbery, the protagonist takes advantage of the fact that when we see, we do not always look, with regard to the wardrobe of fiction they have made an effort to ensure that we cannot take our eyes off him, combining tradition and modernity.
“He is a character with a very rich iconography.
We had to create something new but that was true to the spirit of Lupine ”, has reflected Sy in an interview with Netflix Queue.
To achieve this, they opted for a Barbour or a sailor coat to replace the character's iconic cape, and for a beret - specifically Stetson's Belfast model - instead of the top hat, mixing them with nods to
streetwear such
as track jackets - that of Fred Perry that wears in the last chapter is sold out on portals such as Farfetch– and different models of the coveted Air Jordan 1, including the Air Jordan 1 Retro High Fearless UNC Chicago.
Based on the data provided by the international fashion search engine Lyst, all these garments experienced an increase in popularity in the series' premiere week.
"The
screen style
has replaced
street style
as one of the main style references," explains to ICON Brenda Otero, communication manager of the platform for Spain, who corroborates how "our fashion influences have been transferred" to the screens that so much prominence they have gained during the months of the pandemic.
Otero confirms that television fiction generated some of the greatest peaks of interest in
online
fashion
throughout 2020, "and the data from the first weeks of 2021 suggest that the trend will continue this year."
The Crown
Season 4 Premiere
it was, in fact, the first person responsible for the interest in the Barbour firm, which made its classic jackets, with special mention of the Ashby model, the most sought after product in its catalog, followed by boots.
Spain was the fifth country that made the most searches in this regard in the days after the fiction was released, with men being the most interested in the phenomenon (63% of male searches compared to 37% of them, according to Lyst).
The firm also consolidates its television prestige with another cameo in the aforementioned Lupine, who also wears his famous jacket in the last episode of the season.
At a time when the red carpets do not welcome the footsteps of the stars, and the
traditional
influencer
- if the youth of the term admits such an expression - is forced to adhere to a tedious daily life due to the decrease in marketing actions On the part of brands or the virtualization of key events such as international fashion weeks, it seems that it is more appealing to copy the
look of
the television transcript of Charles of England or that of his elegant father-in-law, the Duke of Edinburgh.
This is confirmed by Jack Carlson, the founder of the British firm Rowing Blazers, who reissued for fiction a famous sheep-print sweater worn by Diana of Wales in the eighties and which has managed to exhaust several shipments since the actress Emma Corrin wore it in an episode.
"The number of people who watch Netflix and television is very powerful ... I would say that much more powerful than any other form of exposure that exists today," he declared after seeing how even fashion brands such as Zara and Oysho had covered the garment.
But it doesn't matter the context or the era in which the hit series in question is based.
Every item in your wardrobe is likely to become a global trend.
The repercussion of
The Bridgertons
, a
romantic Netflix soap opera set in the London of The Regency, has made the movement known as
regencycore fashionable,
triggering male interest in the items worn by a new standard-bearer of male beauty like Regé-Jean Page (Simon in the series).
Vests or scarves tied around the neck to the Lord Byron have experienced a rebound in their digital searches.
As revealed by Lyst,
brocade
blazers
and velvet loafers (from Gucci, for example) have risen significantly.
And Favorbrook, the London-based silk accessories firm, is experiencing a great moment, according to the British edition of
GQ
, following the premiere of the series.
On their website they have even dedicated an inspiration post with several options for ties and vests similar to those of the Duke and the rest of the male cast.
The phenomenon reaches the point that a priori documentaries as little
fashionistas
as
Tiger King
or
The Last Dance
also showed their effects on sales.
In the case of the first, in garments with feline prints to the joy of Kenzo's tiger, for example, whose searches increased by 200%.
The premiere of the episodic hagiography about Michael Jordan's career in the Chicago Bulls caused a furor for all models of Air Jordan shoes, replicating even in the most exclusive auction houses in the world.
The great
influencers
are learning to coexist with the influence of stars like Lily Collins, Michaela Coel or Paul Mescal, who also awakened in viewers the urge to imitate their outfits.
Be it bucket hats or archetypal French berets in the case of the
Emily in Paris star
;
cardigans printed in the cosmopolitan London of
Could Destroy You
;
or even a simple silver chain, to which the protagonist of
Normal People
He managed to give him almost his own personality.
An admiration account for the add-on, @connellschain, has more than 175,000 Instagram followers.
As the case of brands such as Marine Serre, Telfar, Pyer Moss or I.AM.GIA has also shown thanks to the repercussions of other fictions such as
Euphoria
or
Insecure,
with each choice of wardrobe, fashion designers have in their hand the luck of emerging or forgotten firms.
Their phones ring more than ever and they are the ones who decide what we want to buy from the sofa while we rush the end of the season.
As Anna Wintour said: "Any great fashion photography will tell you as much about what's going on in the world as a headline from
The New York Times."
Now that our reality is closer to the tracksuit and the sofa, the series are photography or, rather, the moving image of the illusions of our time.
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