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Agenda-setting intelligence, analysis and advice for the global fashion community.

Can ‘Emily in Paris’ Catapult Vestiaire Collective Into the American Mainstream?

In the new season of the hit Netflix show, the resale platform makes a cameo, hoping that the appearance will boost its US business, which now accounts for 20 percent of its sales.
Lily Collins as Emily Cooper in Emily in Paris wears a pink and red blouse.
Resale gets significant screen time in the fourth season of "Emily in Paris." (Netflix)

When “Emily in Paris” debuted on Netflix in October 2020, it was instantly deemed clichéd and reductive by critics.

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Further Reading

Why Is Vestiaire Collective Crowdfunding?

The move is more about marketing than finances. But it provides a good excuse to check in how the luxury resale player is adapting in a brutal marketplace for fashion start-ups and resale platforms alike.

Vestiaire Collective Bans Fast Fashion

Roughly 5 percent of listings will be hit by the move, the resale site said, as it seeks to position itself as an eco-conscious player at the upper end of an increasingly competitive market.

About the author
Yola Mzizi
Yola Mzizi

Yola Mzizi is the Editorial Associate at The Business of Fashion (BoF). She is based in New York and provides operational support to the New York team and writes features for BoF and The Business of Beauty.

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