The Powers That Be: Daily Red Carpet Economics & Lauren’s New Pod
Apr 23, 2024
Fashion journalist Lauren Sherman discusses the brands battling to dress stars in a new movie and launches her podcast 'Fashion People'. The podcast delves into brand collaborations in movie costumes, product placements in film, celebrity fashion contracts, and the economics of designer pricing.
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Challengers' Brand Bonanza
- Lauren Sherman saw the new tennis film Challengers, directed by Luca Guadagnino, and noted the extensive product placement.
- Zendaya wears Chanel and Loewe, while male actors sport Uniqlo, Nike, and Adidas, creating a surprising mix of competitor brands.
Guadagnino's Fashion Focus
- Director Luca Guadagnino's fashion background, including a Ferragamo documentary and collaborations with designers, explains the prominent role of brands in Challengers.
- His choice of Jonathan Anderson, known for Loewe, as costume designer further emphasizes this connection.
Millennial Marketing
- The blatant product placement in Challengers, including a prominent body cream, reflects a generational shift.
- Millennials, unlike Gen X, are less concerned with "selling out," making such brand integration more acceptable.