“Emily in Paris”: Season 2 will have commercial content.

“Emily in Paris”: Season 2 will have commercial content.

Posted November 17, 2021, 5:52 PM

Have you noticed that more and more women are wearing berets and brightly colored clothing?

That's certainly the case with fashion executive Mindy Lin Prugnaud, who linked up with 'Emily in Paris,' the hit Netflix series that has spawned dozens of websites that meticulously document each outfit and accessory worn by the main characters.

Today, ViacomCBS Consumer Products – the parent company of MTV Entertainment Studios which produces “Emily in Paris” – is boosting interest in the hit series by selling merchandise from a series of luxury houses featured in series. Viewers will be able to buy the Chanel Barrie checkered jacket worn by the main character, played by Lily Collins, or Roberto Coin's tasseled earrings worn by his spirited sidekick Mindy, played by Ashley Park.

Other participating brands include AZ Factory, Eye M by Ileana Makri and Zeus+Dione, as well as other specialty brands owned by Chanel: Maison Michel for hats, Goossens Paris for jewelry and Causse Gantier for gloves . Mint Group, the Paris-based buying office run by Ms Prugnaud and her husband Jean-Philippe, spearheaded the project and selected the products, including a separate initiative with My Beachy Side Resortwear, which references the episodes filmed in Saint -Tropez.

Merchandise will go on sale on Netflix.shop, saks.com, each seller's e-commerce site, and select outlets, with more merchandise going live in January.

According to ViacomCBS and Netflix, “Emily in Paris” garnered a global audience of 58 million viewers within a month of its October 2020 release, suggesting a fervent interest in the dream lifestyle and luxury portrayed in the series, which takes place around a fictional luxury marketing agency.

"The fashion in 'Emily in Paris' is as important as the main character," says Jose Castro, senior vice president, soft lines, fashion and lifestyle licensing and global collaborations at ViacomCBS Consumer Products. “There are so many scenes where wardrobe and style are front and center, with Paris as the backdrop – the fashion capital of the world – that you can’t get any better. Everything is elegantly woven together to create a beautiful and dramatic storyline within the story itself. »

According to Castro, Mint Group seized the DNA of the series.

“The products they helped create are an organic extension of the French fantasy that is such a big part of the series,” he said. "As soon as we saw 'Emily in Paris,' it was clear there were a lot of elements that fans could relate to from a product perspective. The series gave us all a glimpse of Parisian beauty and luxury and sparked a desire for more. As the series grew in popularity, several brands and labels showed interest in a partnership that allowed fans to bring some of that luxury home. »

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Mint Group worked closely with costume designers Patricia Field and Marilyn Fitoussi to select brands that reflect the know- making luxury from European houses – and styles in the vein of a wardrobe they describe as “French with a Hollywood twist”.

Designs to shop include silky pajamas and quilted "Love" handbags from AZ Factory, geometric sunglasses from Zeus+Dione, cord bracelets and necklaces C'est la vie” by Makri, as well as Roberto Coin's delicate Art Deco-inspired bracelets, pendants, rings and earrings.

In addition, the great French pastry chef Pierre Hermé has created special assortments of boxed macaroons, a very Parisian delicacy.

Prices range from 30 euros for a box of macaroons to 7,430 euros for the most elaborate Roberto Coin earrings. Between the two, there are necklaces at 195 euros, sunglasses at 250 euros and handbags at 790 euros. Some bear the subtle “Emily in Paris” branding.

The idea of ​​creating merchandise related to the series was born from the meeting of Ms. Prugnaud with the creator of the series, Darren Star, during the recording of the first season of "Emily in Paris", early 2020.

Ms Prugnaud, who is of Asian descent and friends with Mr Star, is adamant that the character of Mindy in the series is not based on her, and she takes umbrage at anyone who claims to have inspired the particular plot or protagonist.

“Everyone identifies with the characters; that’s Darren’s genius,” she says. "But each character is an amalgamation of many different people."

According to Ms. Prugnaud, the online store offers an introduction to luxury goods and European sophistication, much like the main character: a fish out of water who eventually acclimatizes to formality and Parisian sophistication.

Although most of the items for purchase are worn by the characters of Emily and Mindy, they can also be seen on Philippine Leroy-Beaulieu, who plays the role of Sylvie Grateux, Emily's boss, and on Camille Razat, who plays the role of Camille, Emily's very Parisian friend.

My Beachy Side has entered into a season-long licensing deal with ViacomCBS Consumer Products, and the deal could be considered for renewal, if Netflix reveals a third season, according to a spokeswoman for the apparel company. To date, the brand has produced around 15,000 units for bulk orders and direct-to-consumer showings, she said.

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All designs are made by the 500 women My Beachy Side employs in Turkey to handcraft styles brand hook. Founded in 2015 by Gamze Ates, the company aims to foster the financial empowerment of disadvantaged women.

The My Beachy Side capsule collection is inspired by the Côte d'Azur of the 1920s. The collection was launched for pre-order on October 27 on the brand's website. It will be sold at select retailers like Saks Fifth Avenue and Anthropologie later this year, the spokeswoman said.

The series “Emily in Paris” caused a stir last year when viewers couldn’t get enough of the style of the characters and the extravagant plot set in Paris.

The first season received wide acclaim, including two Golden Globe nominations for Best Television Series, Comedy or Musical and Best Actress in a Television Series, Comedy or Musical. It was also nominated for a Primetime Emmy Award for Outstanding Comedy Series.

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Manon DelangePassionate about fantastic worlds and the Geek imagination, Manon devours the news of Pop Culture. After a school of journalism, she joined Mirror Mag to lend a hand to the teams in place.The latest articles by Manon Delange (see all)

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