Ahead of the hyped Emily In Paris Season 3 series dropping on Netflix
NFLX
December 21, comes a 10-piece retail collaboration with footwear label Malone Souliers.

The partnership with Paramount
PARA
Consumer Products, which oversees all licensing and merchandising for series originator Paramount Global, involves a capsule collection embodying the spirit of the hit series rather that direct reproductions of looks featuring in the show.

Last season saw an official Emily In Paris merchandise collection sold at the Netflix shop and Saks Fifth Avenue. The partnership with Viacom CBS (owner of MTV Entertainment Studios, the show’s producer) took in a combination of similar pieces to those worn in the series (such as AZ Factory, Chanel owned Maison Michel, Causse Gantier, Goossens Paris and Barrie plus Ileana Makri, Zeus & Dion and resortwear label My Beachy Side) and a smattering of pieces that actually appeared in the show itself.

However, in that the Malone Souliers Emily In Paris collection is ‘inspired by,’ it’s less limiting with much wider commercial potential. It follows the success of the footwear brand’s partnership with the Bridgerton franchise earlier this year which followed a similar format.

Sponsored

Styles are named after the show’s protagonists. Leading lady, the Emily, with its statement bow on the vamp is available various iterations from high heeled pumps to platforms and runaround flats and in colorways including black and white or black and pink satin, and gingham. Camille comes with a large, crystallized heart motif on the toe, while Mindy features florals in organza appliqué.

Just like the Bridgerton capsule, there is also a men’s component with the Gab sneaker (after Gabriel), the Alfie lace-up Derby.

In other French fashion and Emily in Paris related news, the show’s creator, writer and executive producer Darren Star has invested in luxury fashion resale platform, ReSee. He joins Shari Glazer founder and CEO of U.S. web3 tech agency Kalon Labs and Michael Dayan of MD Capital who co-founded French e-commerce outfit showroomprive.com which specializes in online flash sales.

ReSee recently partnered with Alaïa to facilitate sales of the French house’s vintage pieces.

The Malone Souliers x Emily In Paris collection launches December 6, both online and the brand’s London flagship.

Sponsored

Leave a Reply

Your email address will not be published. Required fields are marked *