Hollywood's Impact on Brands and Trends

When we watch our favorite TV series and movies, it's not just the story that captures our attention. The fashion worn and products used by the characters also influence our buying behavior.

Additionally, the off-screen tastes of the actors, who are closely associated with their character(s), can influence our habits, perceptions, and interests. Some viewers even rush to Google and Reddit to research what the actors were wearing in episodes, movie trailers, premieres, and awards shows.

GQ has a segment about the 10 things a celebrity can't live without. Jeremy Strong, who plays Kendall Roy in Succession, discussed the sunglasses he personally loves and how he reached out to Jacques Marie Mage to create a custom pair for his character on the show. When searching for "what does kendall roy wear," some of the Google autocomplete suggestions include:

It is not uncommon for celebrities to diversify their portfolios by creating a company, but we are seeing an increase in this trend. In the past, companies would offer limited releases or ongoing collaborations with famous personalities. Now celebrities want to create their own brands without the limitations of joining an established brand that may not be as open to their ideas and input due to its existing processes.

Melissa McCarthy has her own clothing line, Seven7. Pharrell Williams founded a skincare company called Humanrace, and Brad Pitt also released his own line of skincare products, Le Domaine. Additionally, Bryan Cranston and Aaron Paul, the on-screen duo and off-screen best buddies from Breaking Bad, have an alcohol company called Dos Hombres Mezcal. They make public appearances and meet fans, serving shots of the drink.

Reddit has become a popular keyword that many people add to the end of their Google searches. For example, when I searched for "which watch does john wick wear reddit," I found this question and a screenshot from the trailer posted on the Watches subreddit, which has 1.8 million members. The post received a good number of upvotes and replies within minutes.

There is a debate over whether Succession has reintroduced quiet luxury, in contrast to the large logos, and identifiable patterns on clothing and accessories that none of the characters wear.

In my opinion, people have a variety of clothing options for different occasions, moods, and venues. Additionally, a popular series like Succession can temporarily boost the popularity of the brands and styles worn by its characters, rather than completely replacing another trend. However, speculating about one trend replacing another can generate exposure for the topic in a short amount of time, making it appear as if it is a complete reality, and increasing clicks and ad revenue for media brands with articles on their websites.

There is an undeniable connection between Hollywood, the promotion of certain products or trends, directly or indirectly, and the shaping of consumer purchasing behavior. The question is, how much of an impact do they have, and for what period of time?