\n<\/p>\n
It\u2019s not just a case of getting into the costume stylist\u2019s 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 \u2014 and not so fashion-forward \u2014 audiences. \u201c[These TV shows] were perhaps once considered pedestrian [uninspired and ordinary], but as mainstream interest in fashion and luxury brands expands, there\u2019s a desire to see it reflected,\u201d says Hoepfner.<\/p>\n
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\u2019s why engaging with the talent behind the characters, rather than the characters themselves, offers a safer bet; Williams might signify Heated Rivalry<\/em>, but he is far more stylish than Shane Hollander. But increasingly, the reward is worth the risk. \u201cThe Summer I Turned Pretty<\/em> doesn\u2019t 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\u2019ll do what they have to,\u201d says writer and cultural strategist Juno Kelly.<\/p>\n Here are the upcoming series brands should keep a square eye on and how they can get involved.<\/p>\n Based on the New York Times<\/em> bestseller by Carley Fortune, Every Year After<\/em> follows grown-up, childhood sweethearts Persephone Fraser (Sadie Soverall) and Sam Florek (Matt Cornett) rekindling their soured relationship. \u201cI would definitely agree that it\u2019s 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,\u201d says Smith. \u201cEvery Year After<\/em> will fill the hole left by The Summer I Turned Pretty<\/em>,\u201d adds Beddingfield. \u201cYoung 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.\u201d<\/p>\n Plus, it seems that the familiar territory of ex-flames will prove irresistible. \u201cThere\u2019s a big obsession across the internet and music \u2014 see Olivia Rodrigo \u2014 with getting back with your ex, so I can see Every Year After<\/em> having real pull,\u201d says writer and culture strategist Juno Kelly, \u201cespecially given that the dating scene is proving apocalyptic for many: better the devil you know, and all that.\u201d<\/p>\n Rivals<\/em>, the very literally cheeky, gloriously camp adaptation of Jilly Cooper\u2019s 1988 novel, isn\u2019t brand-spanking-new: the second series has just been released. But its retro stylings, inspired by Naomi Campbell\u2019s off-duty wardrobe and vintage issues of The Face<\/em><\/a>, along with its growing audience share, makes it a worthwhile series for brands to enter. \u201cSeason 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,\u201d says Smith. With its popularity suggesting it will be up for renewal, there\u2019s space for brands to pad shoulders and get color-blocking.<\/p>\n<\/div>\nEvery Year After<\/strong><\/h2>\n
Rivals<\/strong><\/h2>\n