Where to buy the merchandising of your favorite series

In the 20th century, who followed sex in new york he was satisfied with buying a mug with the logo of the series. In the XXI, it is possible to buy Charlotte’s flight, Miranda’s shirtwaists or Carrie’s Aquazurra sandals at And Just Like That. Times change and get complicated and leisure and consumption, too. Mythomaniacs and fetishists: welcome to fictional shopping, to a platform route that allows access to the clothes, accessories and cosmetics that we see in our trusted series.

This is an online phenomenon and, for the most part, Anglo-Saxon, both territories with a lot of self-confidence to sell anything to anyone. These websites expand the cultural conversation of the series and ensure that, in the time of immediate oblivion, their memory continues. Open the closet months after you see ANDuphoria and find the Polite Worldwide sweatshirt Jules wears or the eyeshadow Gillian Anderson wears on sex education allows you to reconnect with these stories. The business is round, because when emotions come out Paypal also does.

We are not dealing with online stores, but with platforms that locate who is wearing what and where it is sold. Here is an example: they detect that the patriarch of Succession She wears some Persol model PO3048S and we are redirected to the website of the brand or of a multi-brand in order to be able to buy it. Its value lies in the eyes of the people behind it. seek, Launched in October, it is the latest platform to be born and its value is that it not only locates and facilitates the purchase of products, but also contextualizes them. If we want Shiv’s green silk dress in the third season of succession it’s because it’s the one that shiv wears on Succession and because we think that when we buy it we jump into its world of manipulations and cashmere; By the way, that dress is sold out. It doesn’t matter, the website tells us her sunglasses are from Ahlen and links us to the brand’s website and so on to many other objects that make up the character that Sarah Snook plays. The promoter of seek is Sara Klausing, editor of US Vogue, which defends that it is the editorial content that gives value to that purchase. His project is in beta phase, it offers products from ten series and ten films, among which are some obvious ones due to their accent on fashion, such as Who is Anna? either No time to die. In addition, it stands out from the rest by also detecting the cosmetics that appear in the fictions. We do not want the products of seek for what they are, but for where they take us and what they say about us. Perhaps we would pass by if we saw them hanging on a hanger or in a display case.

This website is the latest in a series of projects that have been offering products seen on screens for years. One of the most popular is Worn on TV, which opens the focus to other television programs. So far it has selected products from almost 400 series and programs. Shop your TV does another good job of observing and connecting between characters and brands. There we find the gold Badgley Mishka blazer that Deborah wears in Hacks and Ava’s Nike t-shirt, to cite just two examples recently seen on our screens among the hundreds offered on its website. Pradux it is less focused on news, but it is just as interesting. We will always want any garment from Marnie in Girls or the American “Alisha” in The Good Wife. Spotern It is one of the few European examples of this type of online store. It is a French project that has an identical goal: to facilitate the sale of products that appear in series and movies. In Spain there are no similar platforms; yes, information can be found in some of the above about where to buy series products such as The Money Heist either Elite. The moment its reach becomes global, the consumer machinery is activated and the tops and overalls of Nairobi and Tokyo are placed at the touch of a click. Message for reckless entrepreneurs: hopefully there will be a website where you can buy the jackets of Paquita Salas or the dresses The Cable Girlsor the yellow monkey of Vis to Vis. They are all products with their own mythology.

Series merchandising has existed since the end of the 20th century, when we went to the HBO store in Times Square on our trips to New York. Today, once the series have abducted the leisure of several generations (and with social networks as allies) they continue to be a great source of income for producers; also an efficient way to expand the brand. friends recently launched a new merchandising collection that goes beyond the logo and the sofa. However, websites like seek they propose something more interesting: to relate the products to the stories and it is in that link where they manage to seduce the public.

Seek wants to cultivate the relationship between viewer and series through fashion. This is not new either: in recent years we have seen several examples of alliances between series and movies with brands, such as Mad Men with Banana Republic. A more recent example is the collaboration between Netflix and Balmain on the occasion of the film The Harder they Fall, released in 2021. Olivier Rousteing designed a capsule collection that draws inspiration from it and amplifies its message. You can still buy it on his website. Yes, it is new that someone detects a product from a series, selects, edits and explains that information and tells us how we can take it home. It is a matter of time before we see an episode of a series on Netflix or HBO and that we can buy the dress of its protagonist on that same platform. Let’s keep an eye on the screen.