(Dr. Martens x Wednesday 1461 Bex Shoe)
From Wednesday-inspired whimsigoth to Bridgerton-driven regencycore, shoppers are finding fashion inspiration in popular TV series. One recent study of online behavior by the fashion brand Kaiia analyzed which Netflix characters’ style choices were driving searches—and found nearly five million recent monthly searches for Wednesday Addams “style” or “outfits.” Tens of thousands more were made for looks inspired by The Crown, Bridgerton, Emily in Paris, and even Stranger Things. This summer’s social search drivers might well might the uber preppy Sirens (boat shoes and fishermancore, anyone?) from Netflix or the luxury goods–laden Your Friends and Neighbors from Apple TV.
“Using TV shows as content references has become crucial language to get someone to buy,” says author, creative consultant, and influencer Sasha Morrison (@sashacharninmorrison). People say, ‘Those kitten heels are giving Emily in Paris’ or ‘Those metallic boots are serving Ruby from Sex Education vibes,’ even if the terms make you cringe, as they do for Morrison.
To harness the connection between what we watch and what we wear, a number of companies have launched collections directly tied to popular TV characters. In 2022, Malone Souliers collaborated with Bridgerton on a 15-piece shoe collection paying tribute to the hit Netflix show with styles heavy on jacquards, bows, florals, and feathers. That same year, Vans introduced a Stranger Things collection. Last year Dr. Martens rolled out a variety of Wednesday styles inspired by the character’s preference for chunky boots, Mary Janes, and creepers—in midnight black, of course. Keep an eye out for new Stranger Things collabs when that wildly popular Netflix series returns this fall for its final season.
Admittedly, the quest to emulate a favorite character’s style isn’t entirely new, as Sex and the City fans who swooned for Jimmy Choos and Manolo Blahniks in the late 1990s and early 2000s will attest. Five years ago, during Game of Thrones mania, Adidas Running used the small screen as a springboard for creativity by introducing a 2019 limited-edition Ultraboost shoe collection representing the warring factions of Westeros.
But streaming has rewritten—and continues to update—the playbook dictating how we consume entertainment and connect with pop culture in recent years. At the same time, longer-running TV series are hooking consumers with diverse worlds, complex storylines, and compelling characters, not to mention cliffhangers that keep viewers coming back. All this makes the small screen a powerful driver of trends and tastes—a point well worth watching for retailers and brands when it comes to promotion, marketing, inventory, events, and collabs.
“Streaming characters are setting real-life fashion trends,” according to a Kaiia spokesperson. “Viewers aren’t just watching; they’re searching for these outfits and using them as style guides.”
“Celebrity culture never dies, and the show business factor of it all will always exist,” says Morrison. “We used to have magazine editorial pages ripped out to show a retailer a look we wanted to achieve or emulate. Now we have Emily in Paris. You search using Google Lens for the exact name or something like it. Hopefully you’re resourceful enough to find it.”
The Lady Maureen from the Malone Souliers X Bridgerton capsule collection
Vans x Stranger Things 4
Adidas Running’s Game of Thrones Ultraboost collection
Dr. Martens X Wednesday Jadon Boot and Ramsey Quad Creeper
