From my latest
@voguebusiness story (link in bio) :
Hollywood has long fretted the loss of production to other, less expensive locations. But several of today’s hit TV shows are not only shooting in Los Angeles, they’re positioning the city as a fashion engine with a distinctly local point of view.
The sexy grit of Euphoria, which premieres its third season on April 12 on HBO Max; the Y2K vintage-loving swirl of I Love LA, the Eastside ease of Nobody Wants This, the sunny suburban casual of Shrinking, and the nostalgic menswear elegance of The Studio are doing more than telling stories. They’re dressing their characters in a way that’s accessible, covetable, and crucially tied to a place.
While fashion’s relationship with Hollywood is nothing new — luxury’s investment is only intensifying — what’s different with these shows is the feedback loop. Costume designers have become influencers who aren’t just starting trends, but are also moving product, supporting local businesses, and reframing LA as a style capital in a different way. Budgets per TV episode can soar to $100,000 if the characters are wearing high-end pieces, and many shows require multiples for stunts, which adds up to millions a year in spending.
Policy is playing a role, too. California’s tax incentives reward productions for spending locally — including on wardrobe — further embedding fashion into the production economy.
“The financial support that the entertainment industry brings to local designers and department stores is unparalleled,” says Natasha Newman-Thomas, costume designer for the third season of fashion-favorite show Euphoria, which secured a $19.4 million credit from the California Film Commission. “Being here, if you need a Louboutin, you go to the store and buy it, or you go to Saks or Neiman Marcus, or maybe you’ll find them at a vintage store.”
Local clothes, locations, and indeed, food, do equal work in building a character….Thx
@neverhavetotweet @erinfoster @allysonfanger @xtinawhatever @clarevivier @emilyandmeritt @jenmeyerjewelry and many more for speaking to me for the story.
