Hollywood's new style secret: tv shows are rewriting la's fashion future

Hollywood has long battled production shifts, but a surprising trend is emerging: television shows are not just filming in Los Angeles, they're actively shaping the city’s Fashion identity – and doing it with a distinctly local edge.

From ‘euphoria’ to ‘nobody wants this’: costume designers as style architects

Shows like HBO Max’s ‘Euphoria,’ with its seductive grit and upcoming third season, ‘I Love LA,’ ‘Nobody Wants This,’ ‘Shrinking,’ and ‘The Studio’ are dressing their characters in a way deeply rooted in LA’s culture. This isn’t simply about aesthetics; it’s about a feedback loop – costume designers are becoming influencers, driving product sales, supporting local businesses, and fundamentally redefining LA as a global style capital.

The financial investment in these productions is substantial. Episodes featuring high-end garments can easily soar to $100,000 in budget, with stunts and multiple looks adding millions annually. California’s film tax incentives, specifically rewarding local spending on wardrobe, are accelerating this trend, embedding Fashion even further within the entertainment economy.

‘Euphoria’ costume designer Natasha Newman-Thomas estimates the show’s third season secured a $19.4 million credit from the California Film Commission, highlighting the unprecedented financial support for local designers and department stores. “If you need a Louboutin, you go to the store and buy it, or you’ll find them at a vintage store here,” she explains, pointing to the city’s robust retail infrastructure.

Beyond the runway: authentic la style takes center stage

Season three of ‘Euphoria’ will showcase Rue’s “Hunter S. Thompson” phase – a mix of Hawaiian shirts and vintage finds sourced from local boutiques like Replika, Aralda, and Scout. Jules' continued embrace of high Fashion will continue with pieces from emerging brands like Unnamed. Alexa Demie’s character will be styled with a blend of contemporary and vintage pieces reflecting LA’s multifaceted landscape.

‘Nobody Wants This,’ created by local filmmaker Erin Foster (co-founder of LA Fashion brand Favorite Daughter), consciously avoids overly styled looks. “I wanted it to feel like real LA women I know – my friends, myself – effortless, a little undone, unique, a little chaotic,” Foster says. The show’s commitment to authenticity extends to featuring small, local, and often female-owned businesses, such as Fly by Jing and Jennifer Meyer Jewelry, generating significant buzz.

The impact is tangible. ‘Shrinking’ designer Allyson Fanger notes a surge in demand for Liz’s slogan tees and Greg Lauren fatigues after she wore Clare Vivier’s “Maman Je T’aime” sweatshirt. “We remade the sweatshirt at our local factory, and sold several hundred as soon as it was back online,” Vivier recounts.

Brand partnerships and local connections

But the blurring of lines between costume and commerce has also drawn scrutiny. Favorite Daughter’s $358 Morgan dress, worn by its namesake character, became a viral sensation, driving sales both online and at Nordstrom. The brand’s success demonstrates the power of strategic placement, fostering a symbiotic relationship between television and local businesses.

Fashion designers are now actively building relationships with production teams, rather than simply loaning clothes. “It’s the new runway,” observes Meritt Elliott of LA clothing brand The Great, recalling a recent cocktail party hosted at her store. “Now, she works with our team, and we’re sharing sample pieces with her so that product will be available in-stores when it shows up on-screen.”

Despite the state and city’s ongoing struggle with production departures – retailers, costume houses, and dry cleaners have shuttered – LA’s infrastructure remains uniquely positioned for entertainment. ‘Euphoria’s’ Newman-Thomas asserts that “we’re having a golden era and that it will stay golden for a long, long time.”