Netflix partners with Google to make ‘Emily in Paris’ a shoppable experience
Fans of Netflix’s rom-com-drama series Emily in Paris can now extend their love for the series into their wardrobe thanks to a new partnership with Google.
The first part of the fourth season of Emily in Paris arrived on Netflix yesterday, August 15th, with Lily Collins reprising her role as the title character. The show also returned with a new feature which will delight fans of Emily’s wardrobe.
Netflix has partnered with Google to offer viewers a way to recreate Emily’s outfits via Google Lens. All Netflix subscribers will be able to scan outfits with Google Lens, which will provide fans with the opportunity to receive styling recommendations similar to the look displayed on-screen.
For Netflix ads plan subscribers, watching Emily in Paris will be even more shoppable. Intermittent pause ads will let viewers know they can scan and shop certain outfits with Google Lens, while customised commercials pair the show with Google Shopping.
Stephanie Horton, the senior director of global consumer marketing and commerce at Google, provided a statement on the new feature. “We’re thrilled to partner with Netflix and and Emily in Paris to bring the joy of shopping directly to your screen,” she shared, as quoted by The Hollywood Reporter.
“With Google Lens,” Horton continued, “you can turn your TV screen into your personal runway – effortlessly shopping the world’s fashion in one place. Simply snap a photo with your phone, and unlock a world of style and inspiration.”
Magno Herran, Netflix’s vice president of marketing partnerships, also spoke about the new campaign, describing it as “incredibly fun and exciting to bring to life.”
“By organically tapping into the fandom of the show,” she commented, “and leveraging engaging formats, it offers our members a creative and entertaining experience and showcases to our partners the breadth at which we can build these unique opportunities with them.”
The first five episodes of season four are streaming on Netflix now, with directing duties shared by Andrew Fleming, Peter Lauer and Erin Ehrlich. Alongside Collins, Lucien Laviscount reprises his role as Alfie, while Lucas Bravo and Camille Razat return as Gabriel and Camille. New additions to the cast include love interest Marcello, played by Eugenio Franceschini, and businesswoman Antonia, played by Anna Galiena.
Fans will have to wait another month for the arrival of the second instalment of the series. Part two of season four is scheduled to arrived on the streaming service next month, on September 12th.