Fashion in cinema

The film and fashion industries have supported each other and have been developing in tandem for many decades. Fashion product placement often covers a significant part of the budget required for filming films.
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Take Baz Luhrmann's The Great Gatsby, for example. Most of the women's dresses were donated by Prada , while men's three-piece suits were made by Brooks Brothers. All this luxury could cost, according to the most conservative estimates, about $ 25 million. It is obvious that after the overwhelming success of the film, the popularity of the brands integrated into the film increased, and the collections dedicated to the film were swept from the windows. One Daisy Tiara from Tiffany & Co. was sold at auction for 200 thousand dollars.

Getting into a film or TV series, the brand is given a lot of time and space in order to fix its name with the image of a particular character.

The shoe brand, Manolo Blahnik , owes its success to the cult series Sex and the City . Manolo Blahnik himself once said: "I adore Mrs. Parker, the image she created played a huge role in my career." So the small local brand soon became a star. Already at this stage, the designer began to speak unflatteringly about the popularity that fell on his head. Even taxi drivers often recognized him as the same Manolo Blahnik. And yet, the blue satin shoes from the first feature-length movie “Sex and the City” do not lose their relevance after almost 13 years.

"What is worn in the cinema today, you will be tomorrow." Elsa Schiaparelli

It is also important to note another important contribution to the fashion industry. Carrie Bradshaw's image has dramatically increased customer loyalty to luxury brands. And of course, sales started to grow.

However, let's go back to the 20th century and remember other important brand integrations.


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The real success of the Italian brand comes in the 80s, after its appearance in the film "American Gigolo" starring Richard Gere. The outfits in which the young Richard appeared won the hearts of millions of women, they were all from the then little-known designer Giorgio Armani . Since then, the demand for the brand's clothing has grown significantly, and the famous suits have become the hallmark of a real gentleman.


In the future, the costumes from Armani were worn by the heroes of the films: “Inglourious Basterds”, “Ocean's Thirteen”, “Casino Royale”, “The Wolf of Wall Street”, “The Dark Knight” . Batman's tuxedos were marked with a tag that read “Giorgio Armani for Bruce Wayne” .


In order to become a classic and gain such popularity, the legendary Burberry trench coat had to star in more than one film. So in 1944 he appeared in the film "Casablanca" , then in "Colombo" in 1968, then the cloak appeared on Meryl Streep in the film "Kramer vs. Kramer" in 1979. And of course, the dazzling Audrey Hepburn deserves thanks. In Breakfast at Tiffany's, Burberry's cloak is seen in a kiss scene in the rain.


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