FASHION TREND
THROUGH THE EYES
OF
THE LENSES
2023 APRIL ISSUE
STEAMDesign | IAJ
From the Desk of the Publisher
Here we are talking about films, TV shows and capsules that have engaged fashionable outfits, would bring more viewers and also fashion critics together. Here we showed examples of a popular Korean drama, “Squid Game”, a biological drama, “The Crown” featuring the English Royal Family and the famous Princess Diana. Both shows became hot search in the Netflix.
Then the writing continued with a series known as “House of Gucci” and immediately the suits and the dresses worn at the show became fashion items.
The British underwear brand, Coco de Mer, and the collaboration with the drama “Killing Eve” became a big success both for the capsule series and the lingerie brand.
To our surprise, the movie “Dune” brought out a limited-edition of a capsulation of the sneakers for a brand known as Athletic Propulsion (APL) in this sci-fi movie.
Last and not the least, the French fashion designer, Pierre Balmain, also launched a capsule to-brands with the highly anticipated new film “The Harder They Fall”.
It has been found that fashion can combine with a fascinating screenplay and can become classic and timeless. It opens another trend for fashion going into the future.
In the digital age of information explosion, there has always been an inseparable relationship between the fashion industry and the film and television industry. Relying on the influence of popular dramas, fashion brand marketing achieves unprecedented dissemination and publicity efforts through “implantation” and fan effect, forming fashion trends and creating explosive models.
Netflix’s hit series “Emily in Paris 2” recently launched. In less than 10 days, not only did it generate high traffic, but the fashionable outfits of the characters in the play have also become the focus of hot searches, including suit jackets, fisherman hats, and one-piece dresses, all of which have become trendy items, triggering fanatical purchases by fans.
01
Fashion united with films, and created
wonderful chemical reaction
As Fashion and TV Get Closer
Some time ago, the popular Korean drama “Squid Game” has triggered a wave of fashion trends since it was broadcast on Netflix. According to Vogue Business, after the show aired, data from the Lyst platform showed a 145% increase in global searches for white loafers, a 62% increase in red jumpsuits and a 35% increase in white label t-shirts.
Courtesy of: Squid Game peripheral clothing series
In addition, some other hit dramas have also stirred up the fashion industry. The biographical historical drama “The Crown” made many fashion items such as white dresses, bow-knot shirts, pink plaid pants worn by Princess Diana become hot searches, and “Diana style” swept the fashion industry for a while.
“House Of Gucci”, a series inspired by the shocking true story of the Italian fashion house Gucci’s family empire, has increased searches for the keyword “Gucci” by 31% on digital shopping platform ShopStyle.
In the film, the “pinstripe suit” worn by Adam Driver and others, and the “white polka dot dress” worn by Lady Gaga have become fashion products that people are talking about.
The cooperation between fashion brands and the film and television industry has become the general trend. The strong communication effect formed by the combination of the two far exceeds the influence of ordinary Internet celebrities bringing goods on social platforms.
More and more fashion brands are aiming at the opportunity, not only through “implantation”, but also by linking and combining with some popular film and television dramas themselves, and launching brand capsule series, that is, the brand’s classic flagship model, which highlights the brand itself. The tonality of the film, and through the cross-interaction effect of film and television dramas, triggers a wonderful chemical reaction between fashion and film and television.
02
Capsule series, virtual episodes and
reality overlap
Coco de Mer Partners With ‘Killing Eve’
Not long ago, British underwear brand Coco de Mer followed the trend and launched a capsule collection
of underwear in collaboration with the hit drama “Killing Eve”.
“Killing Eve” is a two-female protagonist drama. The female agent Eve and the female killer Villanell are attracted to each other, staged a lively and dripping female revenge, a gorgeous and elegant divorce and run away…
This drama has changed the setting of the previous female drama characters, boldly showing the image of a big heroine who is independent, self-centered, and lives for herself. The brand concept of Coco de Mer also fits the female narrative in the play.
The silk and lace pieces in this capsule collection of lingerie range from the Berlin cutout bra, the Vienna pink thong, the Paris black silk suspenders, to the emerald green London bodysuit and the Moscow red silk lingerie. The designs are bold, modern and beautiful. The lace trim and cutout details are very sexy.
The capsule collection of underwear is designed to focus on women’s strength, sensuality, publicity, and body confidence exuding from the inside out. It is inspired by the background cities in which the story of Killing Eve takes place, including Moscow, Berlin, Paris, Vienna, and London. The lingerie incorporates the distinctive features of these cities, incorporating bold color combinations into the designs.
The virtual world and real life interact and overlap. During the viewing process, the audience has a physical product to rely on for the emotions of the drama “Killing Eve”, and the pleasure of the senses and the comfort of body and mind are released in an instant.
Lucy Litwack, CEO and founder of Coco de Mer said: “This collection explores the idea of taking a fictional world and encapsulating it into a tangible product that fans of the show can take into their own worlds and explore further. The key elements from the show that I wanted to recreate were power, body confidence, independence and sensuality.”
“This capsule series of products is an attempt to project the virtual world into physical products, let the story on the silver screen intervene in real life, and the audience’s emotions are further connected with the series. The core value of the capsule series of underwear is to explore the power of women and highlight independent women. Sexy, autonomous glamour.”
As Lucy Litwack believes, “Killing Eve” has become a cultural scene, an expression of public recognition and praise for women’s abilities. The capsule series of underwear extends the senses and fits the personality and characteristics of the characters.
The combination of fashion brands and film and television dramas has not only promoted the sales growth of the capsule series and other series of underwear of the Coco de Mer brand, but also made the characters in the plot seem to come out of the screen and become more vivid.
When women wear Coco de Mer underwear, they feel the impeccable female power of Killing Eve. “Coco de Mer is a sensual, beautiful lingerie brand. Creative, gorgeous with a touch of wit and provocation, it feels like the perfect fit for Killing Eve,” says Lucy Litwack.
03
Capsules become a trend,
create an emotional episode experience
Engage with TV series in
“a more emotional and connected way”
A hyperlink between the fashion industry and the film and television industry is emerging. Fashion brands have extended their “olive branches” to the film and television industry to launch capsule collections
one after another.
Los Angeles-based sports and leisure brand Athletic Propulsion Labs (APL) announced a limited-edition capsule collection of shoes shortly after the hit sci-fi movie Dune was released.
“Dune” tells the story of the gifted young Paul Atreides who is guided by fate to go to the most dangerous planet in the vast universe to snatch precious resources and defend his family and people. The sci-fi elements in the movie, the yellow sand swept across the sky, the huge and solemn buildings, the mysterious and diverse civilization… present a visual feast for the audience.
The capsule collection launched by APL closely follows the theme of the film, with three sneaker styles inspired by the desert colors and samurai-like clothing elements of the film.
Among them, the sandy yellow laceless sneakers TechLoom Bliss Arrakis are inspired by the desert star full of mystery and adventure.
The crimson high-top sneakers SUPERFUTURE Harkonnen are inspired by the Harkonnen family, the home of tyranny.
The TechLoom Defender Atreides, a dark green high-top sneaker, is an extreme adventure shoe with new weather protection and a look that is a metaphor for honor and responsibility in the film.
In addition, Olivier Rousteing, creative director of Balmain (French fashion designer Pierre Balmain’s haute couture brand), also launched a capsule co-branded with the highly anticipated new film “The Harder They Fall” series.
“The Abyss of Vengeance” is one of the few western cowboy-themed movies in recent years. Inspired by the spirit of this seminal Western film, Olivier Rousteing reinterprets and reinterprets the black cowboy style with Balmain’s aesthetic.
Brown coffee and orange red are the main tones, gold accessories are embellished, and classic elements such as fringe, suede leather, denim are combined, and luxurious and unique details are added.
Fringed suede skirts with hundreds of grommets, fringed jackets with intricate lace-up pockets, denim jackets embellished with large gold buttons and epaulettes, these stylish versions of western denim look as if taking us in in the dreamy atmosphere of the movie.
Jeymes Samuel, writer, director, producer and composer of The Abyss, said the collaboration with Balmain was a match made in heaven.
“The Balmain brand represents a united strength and belief that all people are equal regardless of race, gender or anything else, just as the movie “The Harder They Fall” was meant to convey.”
Oliver Rousteing also responded: “For us, partnerships between fashion and entertainment are something that’s very obvious. I mean, we’re all obsessed with content. Content is the key. Storytelling is the key.”
“Real fashion is not superficial, but focuses on the core. A good story is the key. Only when fashion is combined with a fascinating story, it is classic and timeless.”
As the world changes today, the fashion industry is looking for ways to adapt to trends to drive brand development and customer growth. The ever-changing film and television industry undoubtedly brings more possibilities for the promotion and dissemination of fashion brands.
With the launch of the film and television-themed capsule series, buyers have an “immersive” shopping experience. And tangible, authentic products in turn add exposure and influence to the show, allowing viewers to watch episodes in a “more emotional and interactive way.” The cooperation between the two has created a win-win situation, which may be the fashion trend in the future.
Curated | IAJ & STEAMDesign
Edit | JTY
Reviewer | lola