The not so subtle product placement behind high end fashion in films is something that celebrates consumerism and compels the audience to desire and fetishize what it would be like to own and wear designer clothing. A number of films are responsible for label name dropping, however a few of the more notable movies where high end consumerism is idolized within, are films such as Pretty Woman, Sex and the City: the movie/TV show, Breakfast at Tiffany’s and The Devil Wears Prada. [ i ]
One of the most famous lines from the TV series Sex and the City is when Carrie Bradshaw protests, “I like my money where I can see it – hanging in the closet” [ ii ] Bradshaw almost becomes a kind of symbol for style, even though she hardly makes any money, frequently blows her credit card limit and somehow she can still afford to live, go out to dinner/lunch on a very regular basis and maintain a fashionable social life. I love the show just as much as the next woman, but realistically when you think about how much money Bradshaw would actually make, compared to how much she spends, it becomes very obvious just how much product placement is embedded within the show and even more so in the movies.
The Devil Wears Prada is another great example about how the film industry strategically places what is fashionable and a must have to make you believe you need these things in order to be stylish. The film is critical of the main character Andy Sachs until she meets a certain fashionable standard of dress. It has been said that fashion in film is like window shopping in the cinema and we the audience, become utterly infatuated with the aura surrounding designer labels even though they are completely unattainable to us. [ i ] Then again… a little window shopping never hurt anyone!
[ i ] Berry, J 2014, Week 11 Fashion and Film PowerPoint, 2432QCA Contemporary Fashion, Griffith University, Queensland College of Art.
[ ii ] Ramsdale, S 2014, Sex and the City: the best quotes, viewed 21 September 2014, <http://www.marieclaire.co.uk/blogs/suzannah-ramsdale/542963/sex-and-the-city-the-best-carrie-bradshaw-quotes.html>
Sex and the City Season 6, viewed 21 September,<http://www.thecoveteur.com/carrie-bradshaw/>
The Devil Wears Prada, viewed 21 September, <http://mmimageslarge.moviemail-online.co.uk/19082_The-Devil-Wears-Prada-2.JPG>