2024 revolutionized the fourth season of the successful Netflix series Emily in Paris the product placement strategy by fully integrating brands into the action. For 2025, the Italian brand Intimissimi, which belongs to the Oniverse group, has secured an important role in the fifth season. This was presented this Thursday, December 18th.
scenario
In the third episode of the new season, Emily, who works for a marketing agency, is asked to present her creative idea for a new Intimissimi campaign. However, a linguistic misunderstanding turns the word “Intimissimi” into “Intimité,” which means intimacy. “From this mix-up comes a light and witty act,” the brand explains in a press release. “The heroine unexpectedly begins to think about her own intimacy, her relationships and her personal future.”
The presence of Intimissimi in Emily in Paris is not just limited to the plot. The character Emily Cooper and other characters wear several pieces from the brand in the episode. These include, in particular, pieces from a collection called ‘Pretty Flowers’, which is available in the brand’s online shop.
Between 500,000 and one million euros
The lingerie brand doesn’t reveal any figures for its partnership with Netflix. However, she explains: “The collaboration between the creators of the series and the brand came about almost by chance. It developed into a partnership that unites two related worlds: fashion and storytelling, connected by a shared vision of contemporary femininity.”
The cost of such a collaboration could be between 500,000 and one million euros. This emerges from figures that Jean Dominique Bourgeois, director of the Place to Be Media agency, gave to Medium Stratégies in 2024.
Intimissimi sees this as an “important step for the brand”. She will play “a key role in portraying Italian elegance in one of the most iconic series of recent years, which is a symbol of the dialogue between fashion, pop culture and female emancipation.”
This collaboration is of great importance. It shows the growing power of streaming platforms as a visibility channel for European brands. In 2024, French secondhand platform Vestiaire Collective collaborated with the series and gained 10,000 new subscribers to its Instagram account in just five days, according to Metricool figures. The examples of this are numerous.
In season two, the integration of German luggage brand Rimowa led to an explosion in traffic to the company’s website. Emelie de Vitis, the suitcase manufacturer’s marketing director, explained this to Rolling Stone magazine in 2022.
These successes show the enormous reach of a globally successful series. Above all, they are part of a commercial landscape in which the boundaries between culture and retail and between media and distribution are increasingly blurring.
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