The ‘Euphoria’ Effect

By Booth Moore | September 6, 2022

WWD: The ‘Euphoria’ Effect Is Turning Costume Designers Into The Next Influencers

Make room, Hollywood stylists: costume designers are poised to be the next influencers.

Mesh tops, strappy dresses and lace-up-the-leg sandals are just a few fashion trends spawned by HBO’s hit series “Euphoria,” which generated its own #EuphoriaHigh TikTok challenge when season two premiered in January.

Costume designer Heidi Bivens’ looks have also reverberated on the runways, with Paris-based brand Coperni drawing direct inspiration from the show for its high school-themed fall 2022 collection, down to the student lockers as part of the production.

“They represent a new guard — and to think that an American show could have that kind of larger world impact is exciting. The language of fashion can travel,” said Bivens, a former staffer at WWD, who is publishing a book with A24 about the costumes of “Euphoria” later this year, including an interview with Coperni designers Sébastien Meyer and Arnaud Vaillant.

“Euphoria” has changed the game for Hollywood and fashion with its diverse group of social media-savvy Gen Z stars racking up luxury partnerships with Coach, Valentino, Thom Browne and more, brands lining up to provide clothing for characters to wear on-screen, and to collaborate on merchandise inspired by the show.

Hunter Schafer’s spring 2022 Prada campaign generated $3.4 million in media impact value, which is comparable to a fashion week runway show, according to Michael Jais, chief executive officer of Launchmetrics. And Angus Cloud had the top social media post of New York Fashion Week, at Coach, generating $914,000.

Part of their real-world fashion success is Bivens’ character-building using her own designs, vintage and current pieces from brands like House of CB, Akna, Prada and Coperni.

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