Fashion on TV: Setting Trends and Influencing Viewers


Sex and the City

TV changed the way Americans lived when introduced in the 1950s. Today the technology is making an impact again, but this time it is in the fashion world.

Shows such as “Gossip Girl”, “Sex and the City”, “Mad Men” and “Glee” reach beyond the script and incorporate fashion that has become popular with viewers. Designer collections sold at retail stores and websites highlighting fashions featured on TV shows have allowed consumers to embody TV style icons in their own lives. When viewers see stylish clothing or an accessory item on their favorite TV program, they often hurry to the store or search online to purchase an identical or similar piece.

According to a nytimes.com article about the influence of “Gossip Girl” fashion, “fans stride into boutiques bearing magazine tear sheets that feature members of the cast and ask for their exact outfits. Or they order scoop-neck tops and hobo bags by following e-commerce links from the show’s web site.”
In September 2009, designer Anna Sui created a “Gossip Girl”-inspired line for Target. Within 24 hours of the collection’s debut, several items were already sold out.
“Fashionable TV shows have direct influence on consumers’ buying trends,” said Chris Detert, CEO of American Rebel

Gossip Girl

PR, a public relations, marketing, branding and events company with a strong background in fashion. “If Sarah Jessica Parker was wearing and talking about Jimmy Choo, Manolo Blahnik and Christian Louboutin on ‘Sex and the City,’ trendsetting women had to have them as well. That is the power of fashion on TV today.”

Before a character wears a look on TV, much planning occurs behind the scenes. According to Detert, TV shows’ production teams first determine what they would like the cast to wear. TV wardrobe departments, costume departments and stylists then research and find or create outfits that match the producers’ desired vision for the characters.

With TV characters’ dresses and purses flying off store shelves, it looks like stylish fashions won’t be coming off the air anytime soon.

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Article by Erin Kennedy for Phoenix Fashion Week

The Resource for “All Things Fashionable”

www.phoenixfashionweek.com

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