On-screen characters have been influencing our appearance since the very inception of cinematography as such. Unlike models on the covers of magazines, stars in music videos or even actresses on carpets, they are more real and closer to the viewer: they get into the same everyday troubles, they are experiencing a crisis in a relationship or are desperately trying to find their way in life. The fruits of the imagination of directors and screenwriters become our best friends who share their experiences, and at the same time role models that help us acquire new qualities, inspire us to feats and motivate us to become what is called the best version of ourselves. This happens, among other things, thanks to the clothes: when we buy a character's thing, we seem to be buying him himself.
With the development of streaming platforms that have captured all the attention of viewers (according to statistics, the number of Netflix subscribers in 2019 amounted to 150 million or 37% of all Internet users, while 112 million people subscribed to Amazon only in the United States), influencers from movies - whether then Scarlett O'Hara, Holly Golightly or Severin Serisi - changed the standards from the series. In the early 90s it was Helene Girard, who taught me to wear jeans with blank shirts, at the end - Rachel Green, who popularized minimalism in the spirit of Ralph Lauren's collections, and in the 2000s - Carrie Bradshaw, who made the Manolo Blahnik cashier for many years to come.
Fashion psychologist Shakayla Forbes-Bell explained our desire to look like "girls on TV" by her own example. While watching Issa Rae's TV series "White Crow" she identified herself with one of the central characters - Molly Carter, "a very strong and domineering woman, true to her culture and roots." After a while, Forbes-Bell was flipping through web pages with the headlines "What this heroine was wearing," and even following her stylist on Instagram. When she followed Molly Carter by wearing tailored suits in different colors, "the effect worked": "I kind of took over her self-confidence."
If Forbes-Bell copied the general style of the character with which she associated herself, then many viewers want to know what exactly their favorite heroine wore in the second episode of the first season or the fifth episode of the fourth. Friends outfit designer Debra McGuire receives ten emails a week asking where to buy Rachel Green's yellow dress (yes, even 16 years after the show ends), and Trash costume designer Ray Holman notes that Phoebe Waller-Bridge's black jumpsuit is asked especially often in interviews.
The interest in Fleabag's looks is confirmed by a study by personal recommendation platform Lyst and photo hosting service Pinterest on the most fashionable on-screen characters published in 2019. According to statistics, the black jumpsuit, which Ray Holman is regularly asked about, caused a 460% increase in searches on Pinterest, while more than 500 people searched for it on Lyst.
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The excitement around the extravagant thing is simply explained: viewers who, in the first season of the series, got used to the minimalistic, monochrome and conservative style of the heroine Phoebe Waller-Bridge - a black trench coat, a striped T-shirt, a denim jacket, a gray suit and a dress with a turn-down white collar, did not expect to see in the premiere episode of the second season, a deep cleavage and an open back. With such a stunning exit, Fleabag - a lonely 30-year-old Londoner who is trying to save a cafe opened with her deceased friend - demonstrates that her business is doing better, the cafe is flourishing, and she herself feels more confident.
1 of 10 Dress Reformation, 20,856 rubles. (farfetch.com) © press service Cardigan Paul Smith, 19,000 rubles. (bosco.ru) © press service Trench Tagliatore, 32 258 rubles. (farfetch.com) © press service Topshop hat, 1500 rubles. (topshop.com) © press service Overalls Guess Jeans, 13 390 rubles. (guess.eu/ru) © Vans sneakers press service, 6090 rub. (vans.ru) © press service 8 by YOOX, 11 180 rubles. (yoox.com) © press service Quiksilver T-shirt, 2890 rub. (quiksilver.ru) © press service Guess Jeans dress, 10,990 rubles. (guess.eu/ru) © press service Galvan London overalls, 108 500 rub. (tsum.ru) © press service
In addition to Fleabag, Lyst and Pinterest ranked Renata Klein from Big Little Lies, who emphasized her social status with a ruby red dress from Roland Mouret and a jumpsuit from Stella McCartney featuring wild cats, Jane Villanueva from The Virgin Jane, floral dresses from Zimmermann and multicolored sandals from Katy Perry which reflected her tenderness, naivety and infantilism, as well as Ava Jalali from the sequel to "Pretty Little Liars," whose velvet dresses and plaid skirts partly resembled the style of Blair Waldorf from the legendary "Gossip Girl." Waldorf herself, like her friend Serena van der Woodsen or other spectacular New Yorkers (Carrie Bradshaw, Samantha Jones, Charlotte York and Miranda Hobbs), is not on the list. A new generation of screen fashionistas has taken their niche, led by Villanelle from Killing Eve,another Phoebe Waller Bridge project.
Many people start watching this exciting British thriller precisely because of the outfits of the main character, which every day more and more often flash on Instagram. Among them - a fluffy pink Molly Goddard dress, rough leather Balenciaga boots, a black Chloé fitted jacket and a low-cut Diane Von Furstenberg jumpsuit, for which Internet searches have increased by 1060% over the past year. Including the series, viewers do not even realize that the couture in the romantic grunge style will be stained with blood a moment later: Villanelle is a hired killer who carries out the orders of his superiors in the most sophisticated way, while playing catch-up with British intelligence agent Eva Polastri.
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Against the backdrop of Polastri, whose costumes have been designed by artist Phoebe De Gaia, who researched local flea markets and mass-market like Uniqlo and Marks & Spencer (“Eve doesn't think about how she looks. This question is simply not on her agenda”), the images of Villanelle look even brighter. The agent described her antagonist as follows: "She is shocking, rather showy, instinctive, capricious, easily loses interest." And this description applies both to Villanelle's murders and to the style of her dress.
Shakayla Forbes-Bell interpreted the images of the killer as follows: having lived a difficult and gray life, she no longer wants to remain unnoticed. This is the only thing that makes her in common with the viewer, who drives into the search bar queries about Villanelle's outfits after the release of each new series of "Killing Eve". “We also don't want to fade into the background anymore,” comments Forbes-Bell.
1 of 15 Molly Goddard dress, 101 197 rubles. (farfetch.com) © press service Balenciaga boots, 86 400 rub. (tsum.ru) © press service Loewe coat, 299,500 rubles. (tsum.ru) © press service Ringstone earrings, 5050 rubles. (bosco.ru) © press service Gucci dress, 350,000 rubles. (gucci.com) © Valentino Blouse press service, 123,000 rubles. (tsum.ru) © press service Vest Chloé, 65,700 rubles. (tsum.ru) © press service Dress Ermanno Scervino, 213 200 rubles. (bosco.ru) © press service Headband REDValentino, 7046 rub. (farfetch.com) © press service Bathrobe No. 21, 67,500 rubles. (yoox.com) © press service Magda Butrym dress, 92 983 rubles. (farfetch.com) © Press Service Lastelier Bag, € 180 (lastelier.com) © Press Service Louis Vuitton Jacket, RUB 610,000 (ru.louisvuitton.com) © Top Chloé press service, 86 750 rubles. (tsum.ru) © press service Moncler trousers, 41 400 rubles. (bosco.ru) © press service
An equally colorful and rich kaleidoscope of outfits can be seen in the TV series Why Women Kill, which showcases fashion from three eras at once in the person of a housewife from the 1960s, a socialite from the 1980s and a lawyer from 2019. Each of them learns about the betrayal of her lover, after which the case goes to murder. However, the viewer watches with interest not only the development of an intriguing plot and the throwing of ironic lines, but also how Beth Ann Stanton, the heroine of Ginnifer Goodwin, tries to change her image to return her husband's love (spoiler: unsuccessfully), and Simone Grove performed by Lucy Liu - to disguise the imperfection of personal life with an elegant tinsel.
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Costume designer Janie Bryant, best known for her work on Deadwood, Mad Men and The Romanovs, did her best in this case. In Beth Ann Stanton's image, you can explore in detail the fashion of the privileged sections of society in the 1960s, from linen shirt dresses with puffy skirts and knitted cardigans in neutral tones to floral sundresses and matched pink pumps. Mrs. Stanton's style changes as she transforms from a timid housewife to a woman with a pistol in a kitchen drawer, while Lucy Liu's heroine maintains her fortitude throughout the series' first season with lurid Yves Saint Laurent jackets and shiny dresses with voluminous sleeves.
1 of 15 Magda Butrym dress, 68 523 rubles. (farfetch.com) © press service Saint Laurent sandals, 63 800 rub. (tsum.ru) © press service Balmain jacket, 177,000 rubles. (tsum.ru) © press service Chanel bag, 275 900 rubles. (chanel.com) © press service Cardigan 8 by YOOX, 5930 rubles. (yoox.com) © press service Dolce & Gabbana necklace, 331 500 rubles. (tsum.ru) © press service Hat Gucci, 65,500 rubles. (gucci.com) © press service Jacket Versace, 199,500 rubles. (tsum.ru) © press service Elisabetta Franchi dress, 44,131 rubles. (elisabettafranchi.com) © Chloé Blouse press service, 127,000 rubles. (tsum.ru) © press service Swimsuit Gucci, 57,000 rubles. (gucci.com) © press service Seventy dress, 18 882 rub. (farfetch.com) © press service Stuart Weitzman shoes, 18 540 rub. (noone.ru) © press service Dolce & Gabbana dress, 171,500 rubles. (tsum.ru) © Press Service Shoes Dolce &Gabbana, 51 650 rub. (tsum.ru) © press service
Beth Ann's style echoes the characters of the main character of the series "The Amazing Mrs. Maisel", which takes place in the 1950s and 1960s. The viewer sees a silk nightie with an emphasized neckline, in which the future comedian first rises to the stand-up stage, a fuchsia headband, in which she holds a business meeting in a local eatery, a dress in the colors of the American flag, in which she performs at a military base, and a pear-colored sundress worn at a resort in the Catskills.
1 of 14 Still from the series The Amazing Mrs. Maisel © kinopoisk.ru Still from the series The Amazing Mrs. Maisel © kinopoisk.ru Still from the series The Amazing Mrs. Maisel © kinopoisk.ru Still from the series The Amazing Mrs. Maisel © kinopoisk. ru Shot from the series "The Amazing Mrs. Maisel" © kinopoisk.ru Shot from the series "The Amazing Mrs. Maisel" © kinopoisk.ru Shot from the series "The Amazing Mrs. Maisel" © kinopoisk.ru Shot from the series "The Amazing Mrs. Maisel" © kinopoisk.ru Shot from the series "The Amazing Mrs. Maisel" © kinopoisk.ru Still from the series "The Amazing Mrs. Maisel" © kinopoisk.ru Still from the series "The Amazing Mrs. Maisel" © kinopoisk.ru Still from the series "The Amazing Mrs. Maisel" © kinopoisk.ru Still from the series "The Amazing Mrs. Maisel" © kinopoisk.ru Still from the series "The Amazing Mrs. Maisel" © kinopoisk.ru
Miriam Meisel's looks - colorful, lush, deliberately smart even in everyday life - serve the same function as Simone Grove's wardrobe. No one should guess what a difficult life situation the heroine is in, experiencing her husband's betrayal, bullying from her parents and doubts that an American white woman can "break a comedy."
1 of 14 Headband Jennifer Behr, 29 201 RUB. (farfetch.com) © press service Prada coat, 206,000 rubles. (tsum.ru) © press service Max Mara dress, 39,300 rubles. (bosco.ru) © press service Max Mara glasses, 18 100 rubles. (bosco.ru) © press service Miu Miu bag, 112,500 rubles. (Miu Miu) © press service Pollini shoes, 19,240 rubles. (noone.ru) © press service Cloak Giorgio Armani, 195,500 rubles. (tsum.ru) © press service Loro Piana scarf, 39 950 rubles. (tsum.ru) © press service Bag 8 by YOOX, 6680 rubles. (yoox.com).jpg
On-screen characters can influence consumer interest and not with such a high level of income. One of the places of honor in the Lyst and Pinterest rankings was taken by Eric Effiong of Sex Education, remembered for his purple bomber jackets, Hawaiian shirts, floral trousers and leopard-print jackets. The demand for the latter, as recorded by the platforms, increased by 40-44%. A similar stir was caused by his tracksuits (22%) and Nike PG 2 sneakers (14%).
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Eric's best friend and series protagonist Otis Milburn doesn't like being the center of attention. His wardrobe is limited to faded jackets, plain shirts, striped T-shirts and corduroy trousers that are out of date for his age and help give the impression of a serious person - not like his mom. It is the mom, played by Gillian Anderson, who teaches sex education, embarrassing Otis with frank conversations about sex. Her role as a relaxed yet delicate family specialist is highlighted by her low-cut and formal jumpsuits, loose-fitting shirts and floral jackets.
Otis's conservative wardrobe contrasts not only with the images of his friend and mom, but also the girl with whom he is in love. Maeve Wiley wears fishnet tights, fringed vests, and rough boots as if in protest of anything flashy, fitted and shiny that was fashionable in the 1980s.
1 of 10 Bomber Lacoste, 24 900 rubles. (lacoste.ru) © press service Levi's jeans, 8900 rubles. (levi.com) © press service Nike sneakers, 19 317 rubles. (farfetch.com) © press service Gucci shirt, 73,000 rubles. (gucci.com) © press service Levi's jacket, 11,500 rubles. (levi.com) © press service Gucci T-shirt, 29 300 rubles. (gucci.com) © press service of Prada sneakers, 43 000 rubles. (Prada) © press service Iceberg shirt, 26 199 rubles. (iceberg.com) © Press Service Panama Kirin, 19,500 rubles. (km20.ru) © Press-service Socks Stussy, 1490 rubles. (otdelstore.com) © press service
Protest, but against everything that is correct, useful and appropriate for adolescence, is expressed by the heroines of another multi-part fashionable drama - "Euphoria". Roux Bennett, Jules Vaughn, and Kat Hernandez are desperate to show that they don't need sex education, not only with explicit scenes, but equally relaxed outfits. In everyday life, girls have crop tops, chokers, transparent jumpers, latex skirts and elements that are clearly borrowed from the lingerie collections. But this is not why viewers fell in love with the series: the focus is on the makeup created by makeup artist Doniella Davy.
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After the release of each episode of "Euphoria", she lays out close-ups with black smoky eyes, stars instead of neatly drawn arrows, eyebrows completely covered with sparkles, and false eyelashes, as if made from New Year's rain. Both the stars on the red carpet (remember the latest appearances of Lucy Boynton, Lady Gaga and Zendaya herself, the lead actress in the series), and ordinary users on Instagram are trying to repeat the makeup of on-screen heroines today. The number of posts with the hashtag #euphoriamakeup has almost reached 90 thousand.
1 of 10 Set of two invisible Ashley Williams, 7964 rubles. (farfetch.com) © press service Jacket Guess Jeans, 12 390 rubles. (guess.eu/ru) © press service Versace shoes, 87 150 rub. (tsum.ru) © press service Gucci dress, 245,000 rubles. (gucci.com) © press service Valentino glasses, 19 950 rubles. (tsum.ru) © press service Bomber Dolce & Gabbana, 154,000 rubles. (tsum.ru) © Press Service Top Balmain, 248,000 rubles. (tsum.ru) © press service Tom Tailor Denim dress, 4999 rubles. (tom-tailor.ru) © press service Ralph Lauren sandals, 99,500 rubles. (tsum.ru) © press service Off-White skirt, 41 500 rubles. (yoox.com) © press service
If for cosplaying the appearance of the girls from "Euphoria" you need to be able to paint on the face and integrate ultrasexual things into everyday life so that it does not look too vulgar, then to copy the images of the heroine Zoe Kravitz in the new TV series "Melomaniac" it is enough to disassemble your wardrobe. Rob is the owner of a Brooklyn record store, for whom band merchandise, Hawaiian shirts, frayed jeans and puffed cardigans serve as both work uniform and casual wear. Although there is also a pinch of luxury in this normcore: in one of the series, Rob wears Gucci loafers with a characteristic vintage buckle, and it seems that soon there will be an increased demand for them.
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It is too early to compare the influence of Rob, Roux and Villanelle with the effect that Carrie Bradshaw, Rachel Green, and Blair Waldorf had on purchasing behavior. But interest in the clothes of the heroine Millie Bobby Brown from "Stranger Things" has not faded since the release of the first episode of the series. According to the same research of user searches, the number of screenshots of her image on Pinterest in 2019 (after the premiere of the third season) increased by 28%, while Lyst is actively looking for jumpsuits, hair ties and “shirts like Eleven".
1 of 10 Cardigan Mango, 5499 RUB. (shop.mango.com/ru) © press service T-shirt Dickies, 2190 rubles. (asos.com) © press service Palm Angels T-shirt, 22 800 rub. (km20.ru) © press service of Vans sneakers, 5990 rubles. (vans.ru) © press service Jacket Mango, 4299 rubles. (shop.mango.com/ru) © press service One Teaspoon Shorts, 8100 rubles. (aizel.ru) © press service T-shirt Mango, 1999 rub. (shop.mango.com/ru) © press service Acne Studios glasses, 15 440 rubles. (aizel.ru) © press service Levi's shirt, 3900 rubles. (levi.com) © press service Gucci loafers, 49 600 rub. (farfetch.com) © press service
The interest in the images of Eleven and her friends is due to the audience of Stranger Things: most of it are teenagers, the same age as Millie Bobby Brown herself. Her heroine was originally conceived as a role model for teenage girls: from a lost orphan with weirdness, she gradually turns into an ordinary teenager, meeting on her way the turns familiar to everyone: disagreement with the opinion of her parents (in the case of Eleventh, the guardian), the desire for freedom, youthful maximalism, falling in love and for the first time a broken heart.
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All these changes are reflected in the clothes that the viewer adopts with only one difference. AirPods stick out from under the hood of a raincoat from the 1980s, and a watch with an interactive display peeks out from under the sleeves of an acid sweatshirt. However, new influencers will soon replace the Eleventh: HBO Max announced the sequel to "Gossip Girl", whose costumes in the second half of the 2000s shaped the style of the millennial generation.
1 of 11 Cloak Uniqlo, 6999 rubles. (uniqlo.com) © press service Mango dress, 4299 rubles. (shop.mango.com/ru) © press service Cloak SHU, 5999 rubles. (shuclothes.com) © press service Lacoste shorts, 8480 rub. (lacoste.ru) © press service Gucci sweater, 61,000 rubles. (gucci.com) © press service Levi's jeans, 8900 rubles. (levi.com) © press service Colmar vest, 15 644 rubles. (colmar.it/en-gb) © press service Levi's cap, 2500 rubles. (levi.com) © press service Levi's shirt, 3900 rubles. (levi.com) © press service of Converse sneakers, 8600 rub. (ru.converse.com) © press service T-shirt Lacoste, 7480 rub. (lacoste.ru) © press service>
