London, England (LONDON — Coco de Mer is the latest celebrity to sign a deal with a popular television show. The British lingerie brand is preparing to launch a capsule collection with BBC America’s “Killing Eve,” which will be available on the label’s website and Net-a-Porter on December 6.
As the power of the picture-perfect Instagram influencer is called into question, fictional characters from hit TV and Netflix shows like “Bridgerton,” “Gossip Girl,” and “Squid Game” are resurfacing as the ultimate trend setters.
According to Lyst’s latest data, the “Sex Education” cast’s ’80s styling choices, as well as creative personalities like poet Kai-Isaiah-Jamal, are starting to drive trends and move products much faster than the Instagram set.
“Fashion lovers no longer need to look at Instagram influencers; instead, they prefer to layer different styles and mix influences from digital-born trends, Netflix, musicians, or video games,” Brenda Otero, Lyst’s cultural insights manager, explained.
As a result, fashion brands are attempting to seize the momentum and seize the opportunity.
It follows in the footsteps of Malone Souliers’ “Bridgerton” shoe collaboration, Balmain’s “The Harder They Fall” capsule, and Halston’s archival capsule inspired by the limited series “Halston.” The second season of the hit Netflix series “Emily in Paris” will be shoppable as well.
The “Killing Eve” capsule will include ten silk and lace pieces inspired by the cities that serve as the backdrop of the hit show, including Moscow, Berlin, Paris, Vienna, and London, which were arranged by licencing agency IMG.
Prices range from 115 to 595 pesos pesos pesos pesos pesos pesos pesos pesos pesos peso A second drop will arrive in February, just in time for Valentine’s Day.
This collection investigates the idea of encapsulating a fictional world into a tangible product that fans of the show can take into their own worlds and further explore. “Power, body confidence, independence, and sensuality were key elements from the show that I wanted to recreate,” said Lucy Litwack, chief executive officer and owner of Coco de Mer. She went on to say that the bold colours in the characters’ wardrobes inspired her to experiment with new colour palettes as well.
When Villanelle, the protagonist of Killing Eve, wore a bright pink Molly Goddard dress on screen, it became a viral hit, followed by more viral hits like Halpern suits, Batsheva floral dresses, and Loewe accessories.
Given the show’s fashion credentials, Litwack saw the collaboration as a no-brainer. “I believe that this crossing over of the worlds of fashion and entertainment will continue to grow and develop as it highlights how women’s lives are made up of so many different facets and allows us to embrace the characters in our favourite shows in our own unique way,” she says.
Coco de Mer’s overall ethos of creating women-centric narratives and owning female pleasure was also aligned with this partnership. “In culture, we are witnessing an unprecedented, intergenerational increase in female stories. “Killing Eve” has always been a cultural phenomenon that I have admired. We identify deeply with their core values as a show with two female protagonists and a central character who lives life on her own terms and represents an unapologetic view of what women are capable of, “she added.
Coco de Mer has remained nimble in the face of many challenges in the last 18 months, including having to close the doors to its Covent Garden flagship during the lockdown. According to Litwack, the brand quickly shifted to a digital-first strategy, focusing on core categories such as lingerie and adult toys rather than licenced products, and doubling down on collaborations, enlisting the help of celebrities such as Julia Restoin Roitfeld, Helena Christensen, and Laura Bailey.