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Netflix expands its product ambitions in a clothing collab that mashes up the Lacoste crocodile with ‘Bridgerton,’ ‘Stranger Things,’ and more

Item from the Netflix-Lacoste collection inspired by "Bridgerton"A sweatshirt from the Netflix-Lacoste collection inspired by “Bridgerton.”

Netflix

  • Netflix and Lacoste have teamed to create clothing inspired by the streamer’s hit shows.
  • It’s Netflix’s first multi-title fashion partnership and its latest push into consumer products.
  • Lacoste has been trying to appeal to younger shoppers through collaborations with musicians.

Starting April 12, superfans of popular Netflix shows can literally wear their fandom on their sleeves.

Netflix has teamed with Lacoste to create a clothing collaboration inspired by eight of its popular shows, including “Bridgerton,” “Stranger Things,” and “Lupin.”

For the pieces, Lacoste reimagined its iconic crocodile logo with elements of the Netflix shows on a collection of polos, caps, sweatshirts, and tracksuits.

The eight shows represented by the collection — “Stranger Things,” “Bridgerton,” “Lupin,” “Money Heist,” “The Witcher,” “Sex Education,” “Shadow & Bone,” and “Elite” — are notable for their reach with a variety of audiences, from adventure buffs and romance fans to YA show enthusiasts.

For “Stranger Things,” a sweatshirt features the crocodile with the face of the Demogorgon, the feared creature from Season 1. “Bridgerton”-inspired pieces have the alligator wearing an oversized wig — a nod to Queen Charlotte — or covering apparel in a toile-like print. 

Lacoste apparel inspired by "Stranger Things"Lacoste apparel inspired by “Stranger Things.”

Netflix

The items cost $30 to $210 and will be sold at select Lacoste stores and on Lacoste.com and Netflix.shop. The campaign will run about six weeks or while supplies last. 

“We think products can be a powerful medium for storytelling and partnering with Lacoste presents a unique opportunity to blend the worlds of fashion and entertainment,” Josh Simon, VP, Consumer Products, Netflix, said in a blog post

Catherine Spindler, Lacoste’s deputy CEO, in the post called the collection a “powerful encounter, of our respective codes, influences and know-how.”

It’s Netflix’s first multi-title fashion partnership and the latest example of how it’s pushing consumer products and events tied to its shows to diversify its revenue and increase exposure to its content. 

The streamer previously launched a partnership with Walmart to sell its products on the retailer’s site and in 2,400 stores. Netflix has also put up pop-up stores and a series of “Bridgerton”-themed events that charged up to $108 for entry and sold trinkets and apparel inspired by the Regency-era show.

Lacoste, for its part, has tried to appeal to younger shoppers by attaching itself to musicians like Bruno Mars and Tyler, the Creator. The 90-year-old French apparel company, acquired in 2012 by Swiss holding company MF Brands Group, nearly failed after deeply discounting its products and overextending its brand, but made a comeback by pulling back on licensing, opening high-end boutiques, and targeting women. MF Brands’ CEO, Thierry Guibert, told the Wall Street Journal the brand hit record sales in 2022 of $2.69 billion.

Read the original article on Business Insider
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