Fashion enthusiasts typically seek inspiration from fashion weeks, magazines, and social media. However, TV dramas now offer a dynamic blend of entertainment and style influence.
"The New Look" series. Courtesy of Apple TV+
In 2024, the fashion world is seizing the spotlight with the sudden emergence of highly-watched TV dramas, each highlighting the stories of iconic fashion designers.
The poster of the Disney+ series "Cristóbal Balenciaga." Courtesy of Disney+
This departure from reality-centric fashion shows like Netflix’s “Next in Fashion” or “Project Runway,” as well as “America’s Next Top Model,” signals a shift towards a more narrative-driven approach.
Disney+ has unveiled the first look of Daniel Brühl as Karl Lagerfeld in "Kaiser Karl," the new French Original series coming in 2024. Photo Jerome, courtesy of Disney+
While we await the launch of Disney+’s “Kaiser Karl” series chronicling Karl Lagerfeld’s rise in 1970s Parisian high fashion, we can already watch (and form opinions about) Disney+’s “Cristóbal Balenciaga” series and Apple TV+’s “The New Look,” tracing Christian Dior’s rise. These series bridge fashion enthusiasts and broader audiences, offering glimpses into legendary couturiers’ lives portrayed as larger-than-life characters, set in captivating scenarios filled with competition and drama.
Alberto San Juan in the role of Cristóbal Balenciaga. Courtesy of Disney+
Both shows offer a glimpse into the chic life of Paris during World War II. The “Cristóbal Balenciaga” series follows the life and impact of the couturier, renowned for dressing the Spanish royal family and aristocracy with iconic couture pieces recreated alongside stylish supporting characters.
Ben Mendelsohn as Christian Dior in "The New Look" series. Courtesy of Apple TV+
On Apple TV+, “The New Look,” named after Monsieur Dior’s 1947 debut collection, explores the emotional experiences, struggles, and creative endeavours of Christian Dior, alongside contemporaries Coco Chanel, Pierre Balmain, and Cristóbal Balenciaga, spanning the period during and after the Nazi occupation.
Juliette Binoche as Coco Chanel in "The New Look" series. Courtesy of Apple TV+
Fashion TV Series: Captivating Fashionistas Over Fashion Weeks and Magazines
But what sparked this surge in fashion TV dramas? Various factors play a role. Changes in consumer preferences and market trends often steer shifts in fashion-related content.
The rise of streaming TV platforms and digital media has amplified the appetite for visually engaging and trend-centric programs. Additionally, television has historically been pivotal for fashion brands’ self-promotion. This has spurred a rise in collaborations between fashion houses and streaming platforms.
In the series "Cristóbal Balenciaga," Anouk Grinberg plays Coco Chanel. Photo by David Herranz, courtesy of Disney+
Social media has also played a significant role in generating curiosity among younger audiences, who avidly follow high-end brands’ accounts, fueling interest in luxury giants and their heritage. Eager to delve deeper into the origins of these fashion houses, they now seek to learn more about the pioneering figures behind these iconic brands. This trend is evident in the overwhelming popularity of curated fashion exhibitions worldwide, such as the frequently sold-out and highly sought-after “Gabrielle Chanel: Fashion Manifesto” at London’s V&A.
Alberto San Juan in the role of Cristóbal Balenciaga. Photo by David Herranz, courtesy of Disney+
These exhibits consistently draw large and diverse audiences, extending beyond just fashion enthusiasts. In Paris, Dior is making waves with the recent opening of “The New Look” at La Galerie Dior, marking the launch of the Apple TV+ series created by Todd Adam Kessler.
Ben Mendelsohn as Christian Dior in "The New Look." Courtesy of Apple TV+
Why the Fashion TV Drama Fever Now?
As fashion evolves in the digital age, TV provides a unique platform for storytelling and engagement, offering an escape from everyday life.
With the anticipated launch of Disney+’s “Kaiser Karl” series, the excitement surrounding fashion-oriented TV shows is expected to grow, potentially reaching a broader audience with more stories of modern iconic designers. Now, all we can do is wait and see what unfolds next and which fashion stories will be brought to life on streaming platforms.
Lihi Gindi Levy
Fashion Business & Buying student, London