For some, yes. Many of the H&M and Abercrombie pieces are already sold out. In Bovaird’s view, these collaborations offer viewers a realistic way into a show they enjoy. “The collection aims to blend all that opulence and wish fulfilment into dreamy pieces so that we can all feel like a million bucks,” she says. “You can wear the total looks with our accessories, or you can pair the bikini top with a pair of jeans. We want to give everybody a The White Lotus moment,” she says.
But how many White Lotus moments do viewers need? As far as brand-screen collabs go, we’re at risk of oversaturation. In fashion Substack Magasin, writer Laura Reilly asked: “Did you guys watch The White Lotus? I mean obviously. But did it make you want to buy anything from the collabs that have come out… ? No? Maybe 10th time’s the charm.”
This season is verging on overkill, experts agree. It’s, in part, down to the timing. The season two partnerships that happened after the fact — Skims casting Italian actresses Simona Tabasco and Beatrice Grannò for Valentine’s Day, Elf Cosmetics’s work with Jennifer Coolidge — felt smarter because they unfolded after the public watched and connected with the narrative, Bentley says. For season three, the onslaught occurred before the premiere even aired. “It’s the commodification of the anticipation, rather than response,” she adds.
Proof of concept
In this vein, brands that first appeared in The White Lotus universe — and saw success IRL — are now creating their own spin-offs.
Australian resortwear brand Camilla was first featured on the show in season one after the costume team visited the brand’s Los Angeles boutique. In season one, Coolidge’s Tanya McQuoid wore the label. In season two, Camilla dressed a slew of vacationing side characters, and even designer Camilla Franks made a cameo: “When I was on an ‘inspiration trip’ for my upcoming collection in Italy, I was invited on set to be part of the fabulous party scene with some of my team, which was surreal.” Creating a White Lotus collection timed to this season was the natural next step, Franks says.
