Pandemia changed everything almost a year ago.The coronavirus did not solo confined millions of people, but also transformed dozens of industries up night and caused changes in our life habits that surely accompany us for years or, perhaps, do so for forever.

Also, of course, pandemia changed the way we dress.Fashion, somehow, was also locked.

The tracksuit - or failing, the pajamas - has become one of the garments par excellence inside the house in the middle of the generalized reign of Athleisure, the casual fashion that allows combining sport with leisure.

With the stores closed by the Coronavirus, without great events and with the very limited parades, the series have become an inexhaustible source of inspiration and an unpayable showcase for many brands.That is why the most successful series have played a fundamental role in creating style trends.

The viewer has more time to become fond of the characters in a series and that unleashes the desire to be like what he sees on screen."Our relationship with the protagonist becomes personal, almost intimate," explains Dinah Sultan, a stylist of the Peclers Paris Trends Consulting Agency, in an interview in FEMINA.

The Bridgerton has not only become one of the biggest premieres in Netflix's history, but also triggered the sales of the Corsés, a garment that had been forgotten for decades and that has now returned strongly as one of the most iconic elementsof the series.

Orchad Corsets, a firm specialized in online sale of this type of garments, explained to Business Insider that sales have risen to the point that the traffic of its website has grown 71% since the premiere of the series, a similar increase confirming from ETSY (91% increase) or Corset Story (20%).

The renewed fever for the corsets is born in Netflix, but also feeds on another screen, that of Tiktok, to increase its popularity.The hashtag #regencycore collects more than 730.000 videos uploaded by users (mostly young women) who have thrown creativity to dress with the styling that can be seen in the series.

The price of exit on screen

There are no rules for brands to appear in a large Hollywood production.There are paid ads, but most frequently what the actors are in the hands of stylists and costume designers.The relationship with these people is, ultimately, what makes the difference.

The brands are in touch directly with the stylists on Instagram or through their agents.They also send clothes and accessories to the actors, hoping that they carry the garments to the set and call the attention of the costume team.But a more subtle contact tends to work better, summarizes a report from Business of Fashion signed by journalist Alexandra Mondalek.

"That your garments or accessories appear on television is an incalculable value exposure," explains Mondalek."And this has never been more true than during a pandemic in which spectators have dedicated endless hours to see and review series," he adds.

"The brands know that the series are a powerful vector of influence thanks to their visibility," says Alexandra Jubé, a trend consultant with 12 years of experience, also in words to Femina.Whether placing products or launching collections a posteriori, marketing professionals are directed to young people. Stranger Things, por ejemplo, ha colaborado con colecciones con H&M, Levi's, Nike, Pull & Bear y Louis Vuitton, entre otras marcas."The series must be cultured and especially it is not necessary.

The phenomenon goes far beyond the corsets and period costumes of the Bridgerton, a story that hides much more work and talent than by chance: the costume team of the series, formed by 238 people, elaborated 7.500 pieces - from zero and hand - for production.Only the protagonist, Phoebe Dynevor (Dafne), appears on the screen with 104 different costumes as Modalia explains.

Lupin, another great recent success of Netflix, also reflects that intimate relationship between fashion and entertainment.French production, which adapts the literary myth of Arsène Lupin, has caused the rise of the popularity of several fashion firms and the tracksuit jackets are a good example of this.So much so that the one that the protagonist looks in the last chapter and that it is from the brand Fred Perry is exhausted in various fashion portals such as Farfetch.

Air Jordan deserves a separate chapter, shoes that have never stopped being fashionable or quoted.But his constant presence in each episode has only increased his fame.

The CG magazine stands out in an extensive report the case of the Air Jordan 1 Retro High Fearless UNC Chicago, which is priced at 370 euros: the Stylight online fashion platform received an increase of 460% of the clicks for this model only 10days after the start of the series, as Lifestyle Asia

The Crown and the Resurgence of a Classic Jersey

The British Barbour, creator of a practically eternal jacket, has also experienced in the first person the impulse of streaming for the success of The Crown.The series has turned its classic jackets, especially its Ashby model, into the most acclaimed product of its catalog, followed by the boots.Spain was the fifth country that made the most searches in the days after fiction launch.

Pero la mayor prueba de éxito se esconde en el icónico jersey con ovejas estampadas de Warm&Wonderful que lucía Lady Di en los años 80, y que tras aparecer en la cuarta temporada de The Crown se ha vuelto a hacer viral.Jack Carlson, in charge of reissue the garment, explained that a few weeks after the release of the collection, all the production was exhausted, according to the avant -garde.

There are also examples in Lady's Gambit, another great success of Netflix, since several of the garments dressed by its protagonist, actress Anya Taylor-Joy, experienced a significant increase in traffic with the premiere of the chapters according to Lifestyle Asia:The case of a styling picture jacket (+ 383%) or the emblematic white coat (+ 131%) that looks Beth Harmon in the final chapter of the miniseries.

From the renewed popularity of the berets, another production of the streaming platform is part of guilt.Emily's premiere in Paris, whose protagonist cannot be understood without her inseparable red beretInternet searches, as collects hello.

And not only that.Emily in Paris also put a specific bag on the radar, the Jelly Snapshot Bag model of Marc Jacobs firm that can be sold for more than 400 dollars and whose sales increased by up to 92%.

Not everything is Netflix: the phenomenon of Jodie Eat

In 2018 the Killing Eve series began to be broadcast and one of its protagonists, Jodie Eat, became a complete fashion icon.

Harper's Bazaar magazine explains that a 48% increase in large golden rings and 20% in the black lace blouses, key elements in the actress's outfit,.

Along the same lines, Cultbox explained in its day that the searches of garments of the designer Neyorquina Rosie Assoulin, and that the actress looks in different episodes, increased by 49% between April and May 2019, months that coincide with the broadcast of the Serie.

And in Spain one of the examples that best explain the phenomenon is elite, a teenage series that not only triumphed in Spain, but also resonated in much of the world.And, with her, the attire of her characters.

"There is a reason for each garment that the elite characters look," says Cristina Rodríguez, head of costumes of the series, in an interview with La Vanguardia.Rodríguez explains that each the uniforms that the protagonists look.

But if there is a fashionable contribution by elite it has been to put the preppy style on the table, which is still an allegory to the clothing of the young people of a American high -class to go to preparatory courses beforeto enter prestigious universities.

Streaming: the new red carpet

In a world in which streaming has put up to Hollywood, forced to lookthinking that big platforms have no impact on how to understand and sell fashion.

"The Screen Style has replaced Street Style," summarizes Brenda Otero, head of communication of the Lyst search engine, in a report in the country.

To the fashion sector, before a confined world and in pajamas, no more alternative has been left to make way in the only loop it has found: the world draft series that have become, intentionally or not, in a speciesnew red carpet.