Friday, April 23

Can Gucci become the Netflix of fashion?

The relationship between streaming services and luxury fashion brands is fast turning into a full-blown love affair. Clothes from Emily in Paris have had French fashionistas up in arms (too revealing, too colourful and too many berets) but demand for many of Emily’s most memorable sartorial choices have grown exponentially this month, with searches for some of the brands she wears up by over 200 percent since the show aired.

Chanel is one of them. The august French house may not have any official input into the show but because Emily is rarely seen without one of her seemingly endless double C handbags slung over her shoulder, visits to the Chanel website skyrocketed around the release. 

Fast-fashion brands, meanwhile, have been particularly savvy at using television to boost sales. Forget the snogging couples – Missguided was the real winner of Love Island when it partnered with the ITV show and allowed viewers to shop entire outfits on their retail site, with sales of certain items spiking by 300 to 500 percent each time an Islander zipped them up.

And while Gucci’s ethereal, atmospheric and fabulously flamboyant mini-series couldn’t be more different from these frothy offerings, they all represent a marked change in the way brands approach the small screen. The pandemic has seen film “sucked into the computer screen,” explained Van Sant in the press conference – and right behind it, as it turns out, is fashion.

For more news, analysis and advice from The Telegraph’s fashion desk, click here to sign up to get our weekly newsletter, straight to your inbox every Friday. Follow our Instagram @Telegraphfashion

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