How a TV show can do more for fashion brands than multi-million dollar ads

AFTER ALL, WE ARE ALL THE MAIN CHARACTER.

With Euphoria confirmed to be gracing our screens all over again, it’s time for brands to cross their fingers and hope for their time in the limelight to follow that I.Am.Gia outfit. With TV shows and films now being a huge endorsement for many smaller and more widely-known labels, it is time to ditch the million-dollar advertisements?

We’ve all been hugely aware of the amount of money that the fashion industry churns through (see Miranda Priestly killing autumn jackets for $300,000) but just how affective are these model-clad campaigns against relatable, ‘teenage’ characters. The growing relatability, or opposing admirability, leads us hungry consumers on the search for the new best thing. With news outlets quick to report on who’s wearing what, anyone who’s anyone can now find the latest head-to-toe look to be worn on the new season of Gossip Girl (haven’t you heard? Reboot!)

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Pictured sitting on the infamous Met steps, actress and musician Jordan Alexander (rumoured to be the new Blair Waldorf) wears a pair of Schutz boots that have now been restocked several times before the season has even aired.

This development of human interaction with TV and Film over advertisements has no doubt been pushed henceforth with the

help of Netflix and other online streaming services so it’s no wonder our lives are being lived out through the main character in our head. Another reason for this TV obsessed fantasia could be, you know, that pandemic. Trapped inside, what else is there to do other than watch the same shows we can mirror line-for-line or venture in to a new film genre – psychological thriller, anyone? How about a more 19th century approved look with Bridgerton having us learning to lace up our corsets as we speak.

With films like Matrix 4 and Cruella to be released in the coming year, and reboots like Gossip Girl and even West Side Story to follow suit, we could be expecting a huge wardrobe change in the months to come…

images taken from i-D magazine, Glamour magazine and Vogue magazine's websites.