Emily in Paris comes under fire over product placements

It’s packed with designer outfits, luxury accessories and the latest technology, but now Emily in Paris is said to be facing controversy in Paris over its use of product placements.

The popular Netflix show, starring British-American actress Lily Collins as ambitious marketing executive Emily Cooper, is in the spotlight after showcasing a clean, elegant, and even well-liked French McDonald’s by a top chef in its third series. .

Critics said that due to the questionable portrayal of the fast-food chain, the first episode “feels like a McDonald’s ad” and the “constant mention of the brand is exhausting very quickly,” the reporter reported. Well-informed person.

french newspaper Le Monde’s Esteemed film critic Thomas Sotinel agreed that the season three opening was “partly dedicated to promoting” the brand, which reportedly paid Netflix to “cast a positive light” on the series, he reported. The times.

However, those are not the only product placements found within the show, and to Sotinel’s “embarrassment”, their own newspaper is found in the latest series.

Le Monde’s weekly magazine, titled M, appears in the fifth episode when Emily discovers herself on the cover after the publication selects her as one of the most influential people in Paris.

The film critic says the show makes Paris look like a “theme park for American tourists” and “is based on the belief that all banalities take on a crazy charm if spoken in French with a Chicago accent.”

However, while reviewers may prefer fewer product placements, that’s unlikely to change, thanks to the huge success of its bargain brands.

the echoesthe French financial daily said that Emily in Paris has become “the number one destination for advertisers”, especially in the French fashion sector.

Internet searches for French haute couture brand Chanel reportedly increased by 30 per cent after it was featured in the series, while sales of Carel’s Scoubidou bag tripled once Emily was spotted wearing one. in the second season.

Meanwhile, searches for a Kangol bucket hat were up 342 percent and 194 percent for a Courrèges vinyl jacket, Les Echos reported.

“It’s a true fashion showcase and brands want to associate their values ​​with those of the show,” said Jean-Dominique Bourgeois, president of product placement agency Place To Be Media.

With more than 107 million hours of viewing logged between December 22 and 26, 2021 after the launch of the second series, the brands apparently want to capitalize on the success of the popular show, created by Darren Star, the American director behind Sex. and the City.

However, costume designer Marylin Fitoussi told the publication: “Brands don’t pay me, and I don’t want to get paid.” I don’t do product placement.

“Brands that have a small decrease in visibility or that seek to reach a younger and different clientele usually call me,” he acknowledges.

Emily often wears bright colors and dramatic patterns, which she usually pairs with bold accessories, and she always looks great.

And thanks to Emily’s edgy yet adorable looks, many people have turned to Collins’ character for fashion ideas and inspiration for their own wardrobes, with Fashion previously reporting that there were spikes in Google searches for numerous things Emily wore over the past two seasons.

There is one person to thank for Emily’s unique style: costume designer Fitoussi.

Fitoussi, who worked with Patricia Field for the first two seasons but now runs the department on her own, is the one who creates all of Emily’s outfits.

And according to the French stylist, she has dedicated a large part of her life to curating looks for the shows, counting world water day that she is doing ‘research’ all the time, hardly ever takes breaks, and often works 15-17 hour days on the show.

“I don’t count time,” he said. “Often, you have to get up at 4:30 in the morning to get ready on set. But if you’re not passionate about it, you need to find another job.

‘You have to fully accept this type of product. requires many hours [of work], a lot of research, and you need to challenge yourself all the time. If not, you can’t stay in your game. You have to think about the next step.

Fitoussi told the outlet that she saw more than 40,000 pieces for the third season alone, from designers including Valentino, Jean Paul Gaultier, Christian Lacroix, Kevin Germanier, Gace Ling and Victor Weinsanto, but ultimately ended up wearing around 14,000 items.

“It was like a museum, but we were very well organized,” she recalled of the months before filming began, when she was researching possible looks for Emily.

‘A team of two was receiving and bagging everything that came in at the office, whether it was borrowed or purchased items.

“They also kept in order all the dates for the necessary returns and what items would be used for the photo shoots. We are terribly organized. It’s like an army inside our showroom.’

Luckily for us, Fitoussi has shared some insight on how she chooses Emily’s outfits, as well as some epic tips and tricks so you too can dress up as the stunning character while talking to Good morning america recently in honor of the season three premiere.

She said she loved to ‘break the rules’ and ‘push the limits’ when it came to fashion, and encouraged others to have fun with their looks and go against the grain to find their own ‘unique’ sense of style.

The designer also shared some of her favorite accessories, like ‘chunky’ boots, and trends, like mixing and matching colors or bright patterns, that she loves to wear when dressing Emily up.

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