Season 3 of Euphoria is just weeks away, but a brief moment in the trailer – Jacob Elordi as Nate Jacobs on a construction site – has already sparked considerable online debate. Nate’s outfit, a flannel and jeans, wasn’t just any casual wear; it was from Matthieu Blazy’s spring 2023 collection for Bottega Veneta.

The Viral Moment & Fan Reaction

The Bottega Veneta look, famously worn by Kate Moss on the runway, is actually crafted from leather. Fans quickly noticed the high-fashion choice and questioned its realism within the show’s context, wondering how Nate’s character could afford such luxury items. The online reaction centered on the potential disconnect between the character and the brand.

Fashion Contracts & On-Screen Presence

Vogue staffers discussed the implications of an actor’s brand contracts influencing their on-screen wardrobe. Hannah Jackson, fashion writer, noted the online frenzy surrounding Nate’s Bottega attire. Madeleine Schulz, US editor of Vogue Business, explained that awareness of brand ambassadorships is high, making fans particularly observant.

The Art of Costume Design

Christian Allaire, senior fashion writer, argued that effective costume design should be subtle, driving the story without being overly distracting. He suggested the Bottega look might pull viewers out of the narrative. Alexandra Hildreth, fashion news writer for Vogue Runway, pointed out that audiences are now debating the affordability of the look within the show’s timeline.

Balancing Character & Brand Obligations

The discussion highlighted the challenges faced by costume designers, who must balance character needs with potential obligations to actors’ brand partnerships. The team may have chosen Bottega specifically due to Elordi’s ambassadorship, even if a more practical flannel and jeans would have been the initial choice.

The Price Tag Factor

Schulz emphasized that the high price tag of the Bottega outfit is a key factor in the audience’s reaction. Regardless of the material, a multi-thousand-dollar look is likely to draw attention and disrupt immersion. Allaire expressed a dislike for when an actor’s personal style overshadows their character portrayal.

Fashion & Film: An Increasingly Intertwined Relationship

The conversation extended to the broader relationship between fashion and film, with examples like Kristen Stewart in Chanel and Lily Rose Depp in Chanel. Jonathan Anderson’s collaboration with Luca Guadagnino on Challengers, where he designed entirely new pieces and made Josh O’Connor an ambassador, was also cited as an example of successful integration.

The Role of Budget & Collaboration

The budget available for costume design plays a crucial role, particularly for independent brands. The upcoming season of Euphoria may also feature Balenciaga, given Sam Levinson’s partnership with Pierpaolo Piccioli and Demna’s history of engaging with youth culture. Ultimately, the Bottega moment highlights how increasingly intertwined fashion and film have become.