Entertainment first: Intimissimi becomes the new star brand of Emily in Paris

In 2024_ the fourth season of Netflix's hit series Emily in Paris revolutionised product placement strategy by fully integrating brands into its storyline. In 2025_ the brand Intimissimi (Oniverse group) has secured a prime role in the fifth season_ which was unveiled this Thursday_ December 18.

Storyline

In the third episode of the new season_ Emily works for a marketing agency. She is invited to present her creative idea for a new Intimissimi campaign_ but a linguistic misunderstanding transforms the word “Intimissimi” into “Intimité” (intimacy). “From this confusion_ a light-hearted and witty plot is born_ during which the heroine unexpectedly finds herself reflecting on her own intimacy_ her relationships and her personal future_” the brand explained in a press release.

Intimissimi's presence in 'Emily in Paris' does not stop at the storyline. The character of Emily_ along with others_ wears several pieces from the brand in the episode. This includes items from a collection named Pretty Flowers_ which is available on the brand's e-commerce site.

Between 500_000 and one million euros

The lingerie brand has not disclosed any figures regarding its partnership with Netflix. It stated that “the collaboration between the show's creators and the brand came about almost by chance_ before evolving into a partnership that brings together two closely related worlds: fashion and storytelling_ united by a shared vision of contemporary femininity.”

The cost of such a collaboration could be between 500_000 and one million euros_ according to figures provided in 2024 by Jean Dominique Bourgeois_ director of the Place to Be Media agency_ to the publication Stratégies.

Intimissimi considers this a “significant milestone for the brand_ which has been given a key role in representing Italian elegance in one of the most iconic series of recent years_ a symbol of the dialogue between fashion_ pop culture and female empowerment.”

This collaboration is significant. It demonstrates the growing power of streaming platforms as visibility drivers for European brands. In 2024_ Vestiaire Collective collaborated with the series and gained 10_000 new followers on its Instagram account in just five days (figures from Metricool). This figure demonstrates the impact of a globally successful series.