Sex and the City, Emily in Paris, Gossip Girl, The Devil Wears Prada. TV shows and movies heavily associated with fashion have made some of the items worn by the main characters viral and/or cult. Unexpectedly, another HBO project that has nothing to do with Manolo and Gabbana “two bs” has made the bag very popular on social media. Last Sunday first episode of the fourth season succession and social media went crazy IT bag defined as ‘ridiculously roomy’. check Burberry tote bagwhich, according to industry experts, after being at the center of the most beautiful memes on Twitter, led to a sharp increase in searches for the British brand on the Internet.

In the first episode Continuity 4Gregg takes Bridget, a girl he met on the Raya app (the elite version of Tinder), to an exclusive event with the cream of society.
Upper East Side. The upstart girl is a fish out of water: in addition to posting photos on Instagram, eating non-stop and being too friendly with everyone, sporty look is considered inappropriate in the “circle of billionaires”. The opposite of “less is more” and the logomania hives of the “real rich” Manhattan, Bridget wears a catchy look consisting of a Sandro Paris frou frou dress and iconic plaid Burberry tote bag.

To emphasize his “kafoneria”, one of the series’ most beloved characters, Tom Wambsgans (played by Matthew Macfadyen), who jokingly criticizes the look, not very similar to the dress code of the billionaires’ club in New York, who wore his cousin’s new suit . Girlfriend. “He brought an incredibly big bag. What’s in there huh? Subway flats? His tapper for lunch? I mean, Greg, she’s monstrous. She’s gigantic. bank robbery”: monologue (very funny) was one of the most commented moments of episode 1 in social networks.

As journalist Bolu Babalola recalled on Twitter, series creator Jesse Armstrong revealed during a press conference that he chose the large bag after asking a wealthy New York woman what was “the most offensive and gaudy bag a man can carry” . trying to fit into the environment.” Very expensive, very impressive and with a logo in plain sight – the answer of an impromptu style consultant.

What might have seemed like a blow below the belt on the English brand, in fact turned out, as is often the case in such cases, giant free brand advertising. As you read New York Postaccording to the company 3D view, Google searches for “Burberry Tote Bag” increased by 310% after this episode.searches for “Burberry bag” and “Burberry tote” increased by 180% and 25%, while clicks for “Burberry sales” increased by 38%.. “A $3,000 Burberry bag may not be up to the standards of the wealthy 0.1 percent owned by Succession, but fortunately for the luxury fashion house, they are not talking about the average consumer,” said Whitney Cathcart, co-founder and commercial director of 3DLOOK. All New York Post“While Tom was busy critiquing stocks, the rest of us were googling where to find them.”

“I wouldn’t say there’s no such thing as bad publicity, but it demonstrates the huge impact that showbiz can have on consumer trends,” she commented. Tom’s sharp tongue may have just brought Burberry a lot of additional sales. After all, most of us use the subway … “