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ViacomCBS Consumer Products, Mint Group Partner on ‘Emily in Paris’ 

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Fans can shop fashions inspired by the MTV Entertainment Studios-produced series.

The lifestyle portrayed on “Emily in Paris” is now a retail reality. The Mint Group, led by Mindy and Jean-Phillipe Prugnaud, have teamed up with MTV Entertainment Studios and ViacomCBS Consumer Products to offer a lifestyle shopping experience inspired by the hit Netflix series.  

The classic French-with-a-Hollywood-twist wardrobe was created by “Emily in Paris” costume designers Patricia Field and Marilyn Fitoussi for the cast. The Mint Group has partnered with French and European brands that channel the Parisian style of “Emily in Paris” so fans can shop fashions inspired by the series. A branded “Emily in Paris” shop featuring many of the collaborations will roll out later this fall on Saks.com, aligning with Season 2 of “Emily in Paris,” releasing Dec. 22.   

The collaborations secured by The Mint Group will include both styles that bear an “Emily in Paris” logo and pieces that reflect the show's luxury attitude. Participating brands include AZ Factory, Pierre Hermé, Roberto Coin, Eye M by Ileana Makri and Zeus + Dione, bearing collaboration branding. Chanel Métiers d'Art collections from Maison Michel, Goossens Paris and Barrie round out the selection curated by Mint Group. Aligning with the initiative, My Beachy Side resort wear will also add to the product mix with a separate partnership. 

The first items for the “shoppable content” from Roberto Coin will be available on Saks.com and select retail locations starting this month. The additional brands drop on Dec. 22 on Saks.com and the respective brands’ e-commerce sites plus select retail locations. Netflix.com will also carry a selection of the merchandise for sale, timed to the release of the show.  

“Emily in Paris” boasted a global audience of 58 million fans within a month of its release in October 2020; thus, distribution is aimed at a worldwide audience. 

The idea to co-brand and curate select merchandise tied to the show came after Mindy Prugnaud had a meeting on the set of the first season of “Emily in Paris” with creator Darren Star.  

"I'm a big fan of his work," says Prugnaud. "There was an opportunity to associate this TV project with luxury for the first time. Afterall, it's shot in Paris, and the costume styles are created with European brands."  

“Emily in Paris gives us a glimpse into Parisian beauty and luxury and created a sense of desire for more,” says Jose Castro, senior vice president, soft lines, fashion and fifestyle licensing and global collaborations, ViacomCBS Consumer Products. “We are so excited to let fans bring a piece of that luxury home with them with these gorgeous global collaborations brokered by The Mint Agency.”  

Meet ViacomCBS at Brand Licensing Europe – Register now! 

 

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