Traditionally, TV wardrobes are made from scratch or purchased, but there are certain exceptions:
Some costume designers, like "Scandal"'s Lyn Paolo, also make a strong effort to borrow pieces that will be available when the show airs, which is tricky since filming could be up to four months in advance. "Scandal" fans are especially engaged on social media, regularly asking Paolo for where-to-buy details.
"I like making things for powerful women in great roles," Siriano continued. "I think people look up to them and want to have that style, so that's why we do it and hopefully that brings in new customers and people see the clothes in a different way." Looking to reach that coveted Gen-Z audience, fashion brands are also expanding their media reach by lending to shows starring digital influencers on streaming programming. "It's an influencer crossover," Lara says. "Clients are looking to tap into that market and grow those customers into their existing customer age and demo."
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