Product placement and brand integrations are powerful ways for companies to capture consumer attention, and this summer, we saw several notable brands seize this on-screen opportunity. The Netflix series Emily in Paris has provided a prime platform for brands to seamlessly integrate their products into the storyline, tapping into the show's fashion-forward audience. From Baccarat to Vestiaire Collective, brands are pushing the boundaries to enhance their visibility.
Legendary French crystal maker Baccarat showcased its craftsmanship by introducing a bespoke, limited-edition piece tied to the show. Also featured in the premiere of Emily in Paris' fourth season, the team unveiled the “Heartbreak,” a reimagining of its iconic Coeur Amor. In addition to the product being ideated in the episode, a key scene in the show was filmed at Maison Baccarat in Paris’ 16th arrondissement.
Baccarat
Baccarat has made the limited-edition “Heartbreak” available for purchase, offering fans the opportunity to own a part of this unique collaboration. Crafted by artisans in France, the maison’s intention was to symbolize the many facets of love and reflect the emotional undertones of the season's storyline.
Online luxury resale platform Vestiaire Collective was also featured in the premiere episode of Emily in Paris' fourth season, where Emily introduces her friend Mindy to the platform as a way to make money by selling her designer clothes. The scene highlights Vestiaire’s 15-year expertise in authenticating and reselling pre-loved luxury fashion.
Netflix and Vestiaire Collective
As part of the campaign, Vestiaire Collective is removing all seller fees, allowing sellers to earn more (with a 3% processing fee). They’ve also curated an exclusive collection inspired by Emily in Paris, featuring 900 items from vintage to contemporary brands.
By leveraging the cultural cachet of Emily in Paris, Baccarat and Vestiaire Collective have demonstrated the power of strategic brand integrations. Brands should take note of how these two luxury companies went beyond traditional marketing to tap into viewers' aspirational desires, ultimately showcasing the impact storytelling can have on consumer engagement.
