A quick, five-minute Google search is enough to confirm the success of hit-show Euphoria, as the ultimate style reference point of the here and now. From the moment the show first graced our screens in 2019, Euphoria was commended for the way it seamlessly blended high and low fashion to create looks that were undeniably unique and equally covetable. Now, there's talk that sourcing the show's best sartorial moments will become much easier, with Euphoria potentially becoming the first shoppable show in television history.
The show's costume designer Heidi Bivens hinted at the never-been-done-before concept during an interview with designer Raffaella Hanley of Lou Dallas; a label that is frequently worn by Hunter Schafer's iconic character, Jules. The pair discussed the prospect of transitioning Euphoria into an entirely shoppable show, given the propensity of their key demographic turning to online platforms like Depop and Etsy to buy and sell clothes.
"A shoppable show has never really been done before at least that I know of," Bivens reflected.
"It’s almost like seeing something on the screen and being able to purchase it is the new experiential shopping... We have less opportunity to walk into a store whether it’s because of a pandemic or the state of the fashion industry. This could be a new time of experience."
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Aside from the gripping storyline and star-studded cast featuring the likes of Zendaya, Jacob Elordi, Alexa Demie, Barbie Ferreira and of course, Schafer, Euphoria cemented its place in the zeitgeist due to Bivens' ability to develop an aesthetic that is intrinsic to the show – and one that fans have strived to emulate. From Jules' impressive collection of pastel bralettes, Kat's (Ferreira) expertly-styled corsets and body-harnesses and Maddie's (Demie) two-piece sets that inspire us to wear a co-ord look at least once a week – the potential that lies in a shoppable experience could revolutionise the way we approach fashion moving forward.
While there's no confirmation on whether the show's season 2 will adopt Bivens' concept, we'll be holding out for more fashionable moments when Euphoria returns to our screens next month with two special Christmas-themed episodes.