Resale rules in 'Emily In Paris' season four
If you needed more evidence about the rise of resale, just look to season four of Emily In Paris, which sees the costuming filled with vintage pieces, and Vestiaire Collective take a prominent role in the plot.
The luxury online retailer is the latest fashion brand to jump at the chance of being featured as a key part of the storyline in Netflix's stylish comedy, following in the footsteps of Rimowa and Chopard and many other luxury brands which Emily Cooper has worked with at her marketing firm.
In season four, Vestiaire Collective features as part of friend Mindy Chen's plot, when she finds herself in a tricky financial situation and needs to make money by selling some of her designer clothes. The show gave Vestiaire Collective an opportunity to highlight itself as the expert in authentication and as a trusted destination in selling pre-loved fashion. This will no doubt pull in plenty of new customers for the retailer thanks to Emily In Paris' enormous audience of almost 60 million viewers.
"We are incredibly excited to partner with such an iconic TV show that celebrates fashion in such a powerful way," Fanny Moizant, co-founder and president of Vestiaire Collective, said. "This partnership marks a significant milestone towards the integration of circular fashion into mainstream programs, and reflects the importance of the fashion resale market today. Through this global visibility, we hope to motivate more people to embrace pre-loved fashion and contribute to a more sustainable future."
Costume designer Marylin Fitoussi also relied heavily on pre-loved and vintage pieces for the new season, particularly when it came to Mindy's wardrobe. According to Netflix, this season includes more vintage and archival looks than ever. Highlights include a vintage pink Balmain dress that Mindy wears to the French Open and an archival Mugler dress she wears in a scene with new love interest, Nico.
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