It’s not just a case of getting into the costume stylist’s wardrobes or paying for product placement ahead of production; subsequent brand ambassadorships and red carpet dressing are among the many gateways for brands to tap into newer, younger — and not so fashion-forward — audiences. “[These TV shows] were perhaps once considered pedestrian [uninspired and ordinary], but as mainstream interest in fashion and luxury brands expands, there’s a desire to see it reflected,” says Hoepfner.
Though there are obstacles to these tie-ins, too. While the staying power of these series is surprisingly strong, entering the viral TV space as a luxury brand can be risky. It’s why engaging with the talent behind the characters, rather than the characters themselves, offers a safer bet; Williams might signify Heated Rivalry, but he is far more stylish than Shane Hollander. But increasingly, the reward is worth the risk. “The Summer I Turned Pretty doesn’t exactly scream Saint Laurent, for instance, but Christopher Briney attended. It seems brands are so keen to tap into that coveted Gen Z demographic that they’ll do what they have to,” says writer and cultural strategist Juno Kelly.
Here are the upcoming series brands should keep a square eye on and how they can get involved.
Every Year After
Based on the New York Times bestseller by Carley Fortune, Every Year After follows grown-up, childhood sweethearts Persephone Fraser (Sadie Soverall) and Sam Florek (Matt Cornett) rekindling their soured relationship. “I would definitely agree that it’s very much in keeping with the majorly hyped, young adult-adjacent, book-adaptation TV trend. I can definitely see an actress like Sadie Soverall dabbling more in fashion,” says Smith. “Every Year After will fill the hole left by The Summer I Turned Pretty,” adds Beddingfield. “Young people will never not want the hazy summer, first love narrative. We are in the era of yearning after all. With heritage American brands doing well right now, they would do well to align: think Ralph Lauren, J.Crew, Gap.”
Plus, it seems that the familiar territory of ex-flames will prove irresistible. “There’s a big obsession across the internet and music — see Olivia Rodrigo — with getting back with your ex, so I can see Every Year After having real pull,” says writer and culture strategist Juno Kelly, “especially given that the dating scene is proving apocalyptic for many: better the devil you know, and all that.”
Rivals
Rivals, the very literally cheeky, gloriously camp adaptation of Jilly Cooper’s 1988 novel, isn’t brand-spanking-new: the second series has just been released. But its retro stylings, inspired by Naomi Campbell’s off-duty wardrobe and vintage issues of The Face, along with its growing audience share, makes it a worthwhile series for brands to enter. “Season two is airing right now, and definitely taps into this trend of sensual, unabashedly mainstream TV. I can see [stars] Alex Hassell and Bella Maclean doing more fashiony bits later down the line,” says Smith. With its popularity suggesting it will be up for renewal, there’s space for brands to pad shoulders and get color-blocking.
