Hollywood’s new style secret: tv shows are rewriting la’s fashion rules
Hollywood has long battled production shifts, but a surprising trend is emerging: today’s hit TV shows aren’t just filming in Los Angeles – they’re actively shaping the city’s identity as a distinct Fashion hub.
From ‘euphoria’ to ‘nobody wants this’: shows drive local style
Shows like HBO Max’s ‘Euphoria,’ with its edgy, Y2K-inspired looks, Netflix’s ‘I Love LA,’ ‘Nobody Wants This,’ and ‘Shrinking’ are injecting a potent dose of local flavor into their wardrobes. Costume designers aren’t just dressing characters; they’re fueling a powerful feedback loop, supporting local businesses and fundamentally redefining LA’s image – and its budget – as a premier style destination.
Production costs for these shows can easily soar to $100,000 per episode, with significant additional expenses for stunts and multiple outfits. California’s tax incentives, which reward productions for spending locally – including on wardrobe – are further cementing Fashion’s role in the entertainment economy. Natasha Newman-Thomas, costume designer for ‘Euphoria,’ highlights this impact, stating that access to brands like Louboutin and Saks is a reality for productions here.
The designer-influencer revolution
But the real shift lies in the designers themselves. They’ve become active influencers, moving product, collaborating with local businesses, and driving sales. ‘Nobody Wants This’ designer Erin Foster emphasizes a desire to showcase authentic LA women – her friends, herself – prioritizing effortless style and a touch of chaos. The show’s placement of a $358 Morgan dress, worn by its character, directly fueled sales, both online and at Nordstrom.
‘Shrinking’ designer Allyson Fanger notes a significant change in the industry, with brands now actively seeking partnerships with costume teams. The event at The Great’s West Hollywood store, featuring cast members and designers, showcased this evolving relationship, transforming a simple meeting into a lasting collaboration.
The numbers speak volumes: ‘Shrinking’ saw a surge in demand for Liz’s slogan tees and Greg Lauren fatigues after she wore Clare Vivier’s “Maman Je T’aime” sweatshirt, leading to a remade sweatshirt that sold out almost immediately. This illustrates how a single on-screen appearance can trigger a localized business boom.
Despite the benefits, the industry still grapples with production losses within the state, with retailers and costume houses shrinking due to the contraction of the retail sector. However, LA’s established infrastructure remains a significant advantage, offering a level of support unmatched elsewhere for entertainment production. Newman-Thomas remains optimistic, asserting LA is entering a ‘golden era’ for filmmaking and Fashion.