The latest season of Netflix's hit show 'Emily In Paris' seamlessly integrates fashion brands into the narrative. Using Google Lens, viewers can purchase outfits worn by the characters directly from the screen, driving engagement and revenue for both Netflix and participating brands.
From Google and Samsung to LVMH, Ami, Jacquemus and even Lidl, brands galore take centre stage in the latest season of Netflix hit seriesThe US streaming giant has teamed up with Google to redirect viewers, using its Lens tool, to a website selling every outfit worn by the protagonists simply by photographing the screen.
Such practices are restricted by French law regulating product placement and surreptitious advertising in film and television productions – but that legislation does not apply to streaming content. The fashion firm, which offers 900 reference pieces inspired by Emily's wardrobe, has recorded an increase in new clients, sellers and buyers.Memorable clothes include a passe Kangol bucket hat in the first season, a plethora of bright yellow looks and berets in the second season, as well as a masquerade ball striped suit and Mindy's fuzzy blue hat in season four.
Netflix Emily In Paris Fashion Product Placement Streaming
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