Thursday, February 28, 2013

Designers on Designers on Designers: Sex and the City

As Carrie Bradshaw said, “I like my money where I can see it, hanging in my closet.” That couldn't be a more accurate statement for Sex and the City. This show turned movie franchise is constantly dropping names of designers. Carrie, Miranda, Samantha, and Charlotte are always in the newest designer clothes. Who doesn't wish they had access to their fabulous wardrobes? Just a couple minutes in their closets… In an article by Vanity Fair Kate Ahlborn and Louisine Frelinghuysen say, “The Sex and the City television series made Manolo Blahnik and Jimmy Choo household names, so it comes as no surprise that the show’s movie version was positioned as a marketing bonanza from the get-go” (Ahlborn, Frelinghuysen). They go on to talk about this movie being the “superbowl for women”. As Lundsford says in Everything’s an Argument, “As is often the case, fame brings endorsements.” This movie had seven promotional partners including Skyy Vodka, VitaminWater, Mercedes-Benz, and Swarovski. Those aren’t small names. Obviously this series is a major moneymaker and a huge success. One of the reasons? What girl doesn't love to see and hear Jimmy Choo, Chanel, Louis Vuitton, or Christian Louboutin? Darn those red soles.
The Vanity Fair article titled “Sex and the City: A Product-Placement Roundup: is exactly that. It includes a very lengthy list of the designers, stores and services, gadgets, publications, sips and snacks, from the pharmacy, and places and ways to get there that are in the movie. It’s a whole lot of name-dropping. Now, I’m sure Sex and the City has quite the relationship with a lot of the designers after the television series. I don't know if they paid to use the other products, or if they paid to be in the movie. My guess is that they paid to be in the movie, this was a long awaited movie, which followed a very successful TV show.

One of my favorite scenes from the movie is Carrie’s wedding gown shoot with Vogue. Name drop right there. In less than two minutes, Carrie tries on dresses by Vera Wang, Carolina Herrera, Christian Lacroix, Lanvin, Dior, Oscar de la Renta, and Vivienne Westwood. Those are some major designers. This scene is every girls dream. Getting to play around in designer wedding dresses getting shot by Vogue?! Us mere mortals will have to settle for Kleinfeld. Of course this scene is full of pathos, weddings are probably THE most emotional event in one’s life. Just looking at wedding dresses makes me happy. And now girls can plan their dream weddings on Pinterest.  Sex and the City isn’t the most logical movie ever. The girls live very elaborate lives. This scene especially is pretty far fetched. I know we all wish this were real life, but that wardrobe, that apartment in NYC? Please. I’ll keep dreaming. Each character in the series is very distinct. I think there is some ethos in Carrie Bradshaw herself. She has established herself in the TV show and has credibility now. The TV show had a large following, mainly of designer obsessed girls. Anyway, this movie and scene do a fantastic job of product placement and putting the products in a good light. A definite 3 tickets. Now just to get a hold of that wardrobe…

Ahlborn, Kate, and Louisine Frelinghuysen. "Sex and the City: A Product-Placement Roundup." Vanity Fair. N.p., 30 May 2008. Web.

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