The story began, much like many others, with a caftan. It was followed by pineapple patterns, intricate crochet ensembles, and the daydream that you might enjoy a spritz on a yacht in the Amalfi Coast – all while relaxing in your spacious wardrobe.
These popular series such as “The White Lotus”, “Palm Royale” and “Emily in Paris” are not only providing drama but also sparking a surge in fashion partnerships that allow viewers to emulate their favorite jet-setting characters’ styles, without even needing a plane ticket. This is all about screen-to-street fashion, and it’s highly trendy at the moment.
This year, the sociological drama by Mike White, which generated a lot of buzz, collaborated with costume designer Alex Bovaird to create an H&M collection that sold out quickly. This line allowed fans to embody the style of Aimee Lou Wood, featuring tropical prints and loose caftans. The questionable moral characters might have been what made the show compelling, but so was its fashion.
Alix Friedberg, the costume designer for Palm Royale, notes that there’s an element of dreaminess about resort wear. In designing costumes, we’re constantly crafting a unique world, setting a mood, and establishing a visual language. Resort wear represents a woman’s longing for the lavish, relaxed lifestyle synonymous with lounging by the sun, leisurely beach lunches… the allure of yacht life.
The influence of these popular shows isn’t confined to just Hawaii or Palm Beach. For instance, “Emily in Paris” took its stylish characters to Saint-Tropez, and Netflix collaborated with the Turkish resort-wear label My Beachy Side to create a collection suitable for a trip along the French Riviera. The show even utilized its fictional fashion house, featuring flamboyant designer Pierre Cadault (portrayed by Jean-Christophe Bouvet), in a fictitious partnership with real-life luggage brand Rimowa. At the same time, “Outer Banks” – Netflix’s teen mystery series set on the North Carolina coast – used its sun-drenched, rebellious vibe to collaborate with ASOS and American Eagle, offering beach essentials that are more boardwalk than billionaire.
Starting now, Macy’s is joining the trend. As part of an effort to refresh its internal brands, the long-established department store has collaborated with Friedberg, who isn’t a fashion label but a costumer designer from Hollywood, to create a 19-piece collection suitable for vacations. The Macy’s x Alix Friedberg line, launching on August 4, features vintage-style crochet sets, embroidered caftans, and separates in vibrant tropical prints that can be mixed and matched.
Emily Erusha-Hilleque, Macy’s senior vice president of private brand strategy, explains that they aim to bring [34th] back into the discussions about culture. From a point of view that makes it relevant, entertainment through television and streaming platforms seem like an ideal, natural starting point for us,” she says.
The department store has been deeply connected with popular culture for a long time, starting from its Thanksgiving Day Parade to the movie “Miracle on 34th Street” and its sponsorships during the “Project Runway” era. One of its well-known private labels, INC International Concepts, was also a significant partner in the design competition series in the mid-2000s, featuring branded challenges and appearances by Heidi Klum. In fact, this label, which is still thriving, will celebrate its 40th anniversary at New York Fashion Week in September.
Macy’s is renowned for blending fashion and entertainment, as pointed out by Erusha-Hilleque.
What makes this new project stand out is its recognition and financial reward given to the costume designer who created the look. Friedberg, a winner of an Emmy for her work on HBO’s Big Little Lies, expresses that often they influence fashion yet don’t see the final outcome. To be part of the process from the start is simply fantastic.
Now, due to the surge of collaborations inspired by screens, viewers can easily immerse themselves in characters without needing any travel.
The article you’re reading was published in the July 23 edition of The Hollywood Reporter magazine. If you’d like to receive future issues, click here to subscribe.
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2025-07-27 20:54