As Fashion and Television Get Closer, Coco de Mer Collaborates With ‘Killing Eve’ – WWD

LONDON – Are TV series stars the new influencers?

Like the power of the picture-perfect Instagram influencer is Interrogated, fictional characters from hit TV and Netflix series — from “Bridgerton” to “Gossip Girl” and “Squid Game” — are returning as the ultimate trend-setters.

According to recent Lyst data, the ’80s style choices of the “Sex Education” cast or creative personalities like poet Kai-Isaiah-Jamal are starting to drive trends and transform product much faster than Instagram group.

“Fashion lovers don’t need to look at some Instagram influencers anymore, they love to layer different styles and mix and match,” says Brenda Otero, Lyst’s culture manager. influences from digital trends, Netflix, musicians or video games.

So fashion brands are looking to capture the momentum – and capitalize on the opportunity.

Coco de Mer is the latest to strike a deal with a blockbuster TV show. The British lingerie brand is getting ready to launch a capsule product with BBC America’s “Killing Eve”, scheduled to launch on December 6 on its website and on Net-a-porter.

It is following in the footsteps of people like Malone Soulier, recently announced a Shoe collaboration “Bridgerton”; Balmain released a capsule for the Netflix series “The Harder They Fall” and Halston’s Archives inspired by the limited series “Halston.” Netflix Blockbuster Series “Emily in Paris” will also be available for purchase for its second season release.

The “Killing Eve” capsule, brokered by licensing agency IMG, will feature 10 pieces of silk and lace inspired by the cities that make up the backdrop of the hit show, including Moscow, Berlin, Paris, Vienna and London.

Prices range from £115 to £595. The second sale will launch next February in time for Valentine’s Day.

“This collection explores the idea of ​​taking a fictional world and encapsulating it into a tangible product that fans of the show can bring into their own world and explore beyond. The key elements from the show that I wanted to portray were strength, body confidence, independence and sensuality,” said Coco de Mer CEO and owner Lucy Litwack. She added that the bold colors in the characters’ wardrobes also encouraged her to play with new palettes.

“Killing Eve” caught the attention of the fashion world as soon as its protagonist, Villanelle, wore a dazzling pink Molly Goddard dress on screen, followed by more viral hits, including the set. Halpern clothing, Batsheva floral dress and Loewe accessories.

Given the show’s fashion credentials, the collaboration is unquestionable for Litwack, who sees the connection between fashion and entertainment growing as ever: “I believe the intersection of This world of fashion and entertainment will continue to grow and evolve as it highlights how women’s lives are made up of so many different aspects and allows us to capture the characters in the chapters. our favorites in our own way. ”

This particular partnership also aligns with Coco de Mer’s overall ethos of creating women-centered and possessive stories of joy for women. “We are experiencing an unprecedented increase in stories of women across generations in our culture. ‘Killing Eve’ is a cultural phenomenon that I have admired from the very beginning. As a show with two female protagonists, one central character living life the way she wants and expressing an unrepentant view of the possibilities of women, we deeply define the core values ​​of them,” she added.

While Coco de Mer has weathered many challenges over the past 18 months, having to close to Covent Garden’s flagship during the closure, it’s still nimble. According to Litwack, the brand quickly switched to a digital-first strategy; focusing on key categories like lingerie and adult toys instead of licensed products, while doubling down on co-ops that tap the likes of Julia Restoin Roitfeld, Helena Christensen and Laura Bailey.

“As today’s world changes, we’re now looking to drive growth in a variety of ways across customer touchpoints, with a focus on direct-to-consumer channels and social commerce. We know consumers are making more informed decisions about their purchases, our mission is to serve their needs and push the boundaries of pleasure and lust on their terms,” said Litwick. speak.