Between the natty bandanas worn by the taciturn cowboys of Yellowstone and Sienna Miller’s perfect camel Max Mara Manuela coat in Anatomy of a Scandal , not to mention Emily’s chaotic print clashing and Sylvie’s uber-chic slinky ensembles in Emily in Paris , television has never been so stylish, or influential. Television fashion has always had power – think Carrie Bradshaw making brands such as Manolo Blahnik household names from Sex and the City in the late 1990s and early 2000s. But it is now more potent than ever. And there is just so much of it. Period romp Bridgerton sparked a trend for “Regency-core” , including but not limited to empire-waist dresses, opera gloves and pearl embellishments. Meanwhile, searches for “black off-the-shoulder dresses” skyrocketed on fashion search engine Lyst after photos appeared of Elizabeth Debicki as Princess Diana , wearing the infamous “revenge dress” in The Crown . Television fashion is not only sparking trends but, as costume designer Heidi Bivens, the woman behind cult show Euphoria ’s influence on the Y2K craze , has shown, the characters’ clothes – cut-out dresses, crop tops, flippy miniskirts – can act as a time capsule. “I definitely think TV is more influential in terms of style than ever – but I think this is down to the TV boom, which started to happen before the pandemic,” Bivens told Harper’s Bazaar in 2022. Emily in Paris, Sex and the City and the fashion ethos they share “There is just so much more to watch on television – we are seeing so many more different types of stories told than we’ve ever seen before. We are moving beyond that generic look of TV, and I think this is resulting in costume designers taking a larger role in driving the trends.” It is something cult French brand Coperni, which created the most viral fashion moment of 2022 by spray-painting a dress onto supermodel Bella Hadid , directly referenced for its high school-themed autumn/winter 2022 show. “We want to dress the new generation,” says Arnaud Vaillant, one half of the brand’s creative direction team. Some big fashion moments are happening on screen too, and with real-life consequences. Consider the return of Carrie Bradshaw in the Sex and the City reboot And Just Like That – her personal style remains as kooky and daring for a woman in her 50s as it was when she was younger. Then there was that viral JW Anderson Pigeon bag she was spotted carrying while filming, tapping the zeitgeist and showing how fashion has gone from niche interest to pop-culture centrepiece. Season two of Mike White’s The White Lotus did not just unpick masculinity, privilege and sex, but sparked much chatter about the clothes worn by the characters . The internet was united in its love for Jennifer Coolidge’s Tanya and her quirky kaftans. There was uptight Harper, played by Aubrey Plaza, battling her discomfort with her sudden wealth, and Meghann Fahy’s Daphne, with her blissfully, forcefully, unbothered wardrobe of la dolce vita -ready Pucci swimsuits and Dolce & Gabbana printed sets. Meanwhile, the unhinged wardrobe choices of Portia, Tanya’s under-pressure assistant played by Haley Lu Richardson, perfectly captures the way a woman unsure of herself would dress. Perhaps the ultimate win for the current television fashion wave is that people do not want to just talk about the clothes, they want to buy them, too. It is impossible to talk about the impact of television influencing purchases without mentioning the sometimes dark art of product placement. It is something K-dramas have mastered in recent years as demand for Korean shows swept the globe. In My Love from the Star , a love story starring Kim Soo-hyun and Jun Ji-hyun and involving an alien stuck on Earth for 400 years, everything from smartphones to beauty products are featured: Amorepacific reported that sales of the skincare and lipsticks used by Jun’s character surged by 75 and 400 per cent, respectively. Academic publication The Conversation notes that the first instance of product placement was when Lever Brothers’ Sunlight Soap appeared in the Lumière films in Europe in 1896. Studies elsewhere have shown that product placements increase both awareness and positive attitudes. It is big business. And it can mean big returns. According to AdNews, spending worldwide on product placement was projected to grow by 14.3 per cent in 2022 to US$26.2 billion. As Women’s Wear Daily noted, the Dolce & Gabbana pieces beloved by Coolidge’s Tanya earned the brand some US$800,000 in media impact value. Not all product placement is made equally, though. Some thought the McDonald’s plug in season three of Emily in Paris was awfully ringarde . But given the show’s costume designer, Marylin Fitoussi, sourced some 40,000 pieces of clothing and accessories from the likes of Schiaparelli, Miu Miu and Vivienne Westwood, the show more than retained its fashion prowess – especially, it must be said, when it comes to the imperious, ultimate Parisienne, Sylvie. As the French financial newspaper Les Echos noted, searches for Chanel rose by 30 per cent after the fashion house appeared in the show. Emily in Paris has no interest in the reality of how a junior marketing executive could afford so much new-season Chanel. Retailers see the television effect, too. Holly Tenser, womenswear buying manager at Browns Fashion, says the retailer experiences a lift in sales when brands it stocks are shown on a beloved character – or even one we just cannot stop talking about. As Tenser’s colleague, Thom Scherdel, menswear buying manager, points out: “We seem to be going through a TV-obsessed era, with all eyes on everything from high gloss, exceptionally written shows, to reality TV that’s given access to a previously unseen world of wealth and dysfunction. “While characters aren’t necessarily style icons, the brands they wear are showcased to a much broader audience than the brands themselves have been able to reach.” Tenser says some recent examples have included the Rotate party dresses featured in The Housewives of … series , French brand Elleme in Emily in Paris and Coolidge’s floral Dolce & Gabbana dresses in The White Lotus . Tenser notes the Euphoria effect, too, with KNWLS, Blumarine and vintage Jean Paul Gaultier receiving a huge bump from the show. “ Emily in Paris has had a similar effect on our menswear searches, having featured Jacquemus printed shirts and more covetable resort wear brands in the show,” says Scherdel. “ The White Lotus also drove searches for summer tailoring, as did Glass Onion [a 2022 film starring Daniel Craig], with shoppers searching for neckerchiefs once again. That being said, the most influential has to be James Bond , whose styling has increased searches and sales for everything from a £75 (US$90) Sunspel T-shirt to a £6,000 Tom Ford dinner jacket. “TV has more impact, as the whole world can be watching the same series at the same time, creating huge waves of trends and talking points. It’s no surprise that the fashion world is taking notice, with stylists and even costume designers spotted front row at shows these days,” Scherdel says. Five viral fashion items from television shows and films Connell Waldron’s silver chain in Normal People In the early days of lockdown, the thirst for Connell Waldron – played by the now Oscar-nominated Paul Mescal – and his silver chain sparked jewellery trends and even a social media account dedicated to sightings of the chain in the series. Wednesday Addams’ Prada Monolith lace-ups Jenna Ortega as Wednesday Addams in Tim Burton’s Wednesday is garnering a huge following for her gothic aesthetic. But it is her school shoes, Prada Monolith lace-ups, that are really gaining attention. On TikTok, the hashtag #Wednesdayoutfit has racked up 26.6 million views. Tanya’s pink Valentino bag in The White Lotus The gelato-hued Locò bag appeared in several scenes in the second season, and according to Launchmetrics, earned the brand some US$335,000 in media impact value. Kendall Roy’s Loro Piana baseball hat The cashmere baseball cap worn by Kendall Roy – played by Jeremy Strong – eldest son of billionaire Logan Roy in Succession , was featured all over men’s lifestyle publications as the ultimate aspirational piece, and reportedly still sells out. Anything Euphoria The influence of this show can be seen in all kinds of Y2K-inspired trends , from crop tops to cut-out dresses. On TikTok, #euphoriafashion has racked up 48.1 million views.