As women seek style inspiration from shows like HBO’s ‘The White Lotus’, fashion brands respond with collections that reflect the vivid aesthetics of television.
During London Fashion Week, an intriguing shift in fashion inspiration is unfolding, as many women turn to television for style guidance instead of traditional runways. With the end of lockdowns, binge-watching has become a favored pastime, leading to significant cultural moments that resonate beyond the screen, particularly with the premiere of the highly anticipated third season of HBO’s “The White Lotus.” The new season, which debuted on Sunday, achieved record-breaking ratings, attracting 4.6 million viewers in its first 36 hours. This figure represents double the viewership of its previous season, which averaged 15.5 million.
As highlighted by The Hollywood Reporter, the success of “The White Lotus” has not only captured audiences but has also caught the attention of fashion brands eager to capitalize on its cultural impact. H&M is at the forefront of this trend, having launched a new womenswear collection inspired directly by the aesthetic of the latest season, which takes place in the picturesque setting of Thailand’s Koh Samui. The collection, designed in collaboration with the show’s costume designer Alex Bovaird, seeks to embody the vibrant colors and styles synonymous with tropical vacations.
The newly released collection consists of 25 pieces that showcase bold hues and dynamic prints, reflecting a vivid holiday wardrobe. H&M’s offerings include bright pinks, greens, and golds, along with materials ranging from lightweight silks to artisanal cotton crochet. Notably, the collection is designed to be inclusive, catering to various body shapes and ages. Prices for individual items are presented to be accessible, with standout pieces such as a peach lotus print kaftan dress and a bell-sleeved dress.
In Bovaird’s words, “We always have this little catchphrase on the show: ‘Nothing’s too much for The White Lotus!’… I love that the collection can be worn all day – something you could just throw on to go to breakfast or the pool, or you could add jewellery and wear it to dinner.” This sentiment captures the spirit of the collection, which balances casual daywear with evening elegance.
Historically, the influence of television on fashion has roots that extend well beyond “The White Lotus.” The concept of “set jetting,” where tourists flock to locations featured in popular shows, has previously benefited destinations like Taormina, Sicily, and Maui, Hawaii, both of which saw a surge in tourism following the release of prior seasons. Similarly, the ongoing allure of Koh Samui is expected to increase, catered to by the show’s depiction of luxurious, idyllic vacations.
Notably, collaborations between fashion and television are not new. Shows like “Bridgerton” and “Emily in Paris” have spawned merchandise and collections that further illustrate the interconnected nature of these two industries, with brands seizing the opportunity to align with trending cultural phenomena. High-profile partnerships have seen the release of themed clothing lines that echo the show’s styles and aesthetics, often leading to items selling out shortly after launch.
While some experts may debate the role of costume designers compared to traditional fashion designers, the current trend underlines how both domains complement each other. Television series such as “The White Lotus” may serve as platforms for emerging fashion trends, but they fundamentally depend on the creativity and design expertise of fashion creators.
As viewers indulge in the vibrant world of “The White Lotus,” they are not only drawn to the narrative and characters but also to the lifestyle and fashion that the show projects. Fashion and television remain intertwined, creating a ripple effect that influences consumer behavior and trends across the cultural landscape.
Source: Noah Wire Services
