In the third episode of the controversial HBO series “The Idol,” Jocelyn, a pop star played by Lily-Rose Depp, and Tedros, a slimy wannabe Svengali played by Abel “The Weeknd” Tesfaye, head off for a shopping spree at the Valentino boutique on Rodeo Drive in Beverly Hills. After bypassing a gaggle of adoring Jocelyn fans out front, the duo undertake some retail therapy. “You see that young lady over there?” Tedros asks a store employee. “Got anything in this store as beautiful as she is?” Jocelyn tries on a series of Valentino outfits as Tedros eggs her on, threatens to “curb stomp” an employee he believes his ogling his girl, and dismisses one top as “trash.”

Eventually, the pair end up having sex in a dressing room. When Jocelyn exits before Tedros can finish, he finishes himself off alone in the dressing room while holding onto a rack of Valentino clothes. Afterwards, he looks at his soiled hands. Then his gaze turns to the very expensive Valentino red dresses hanging nearby. The camera cuts away, but the implication is clear: he wipes his hands off on the dresses.

Did Valentino sign off on this? I wondered as I watched the scene. After all, Valentino is a venerated luxury fashion brand. Founded in 1959 by Valentino Garavani, its designs have been worn by Jackie Kennedy, Princess Diana, and Oprah Winfrey. Had Valentino cosigned on what appeared to be the bespoiling of its brand—or was this was what product placement looked like in 2023? In search of an answer, I reached out to Valentino for comment. I didn’t get a response back.

For an expert’s take, I sent an email to Stacy Jones, the CEO of Hollywood Branded, a pop culture marketing agency. She didn’t know if there was any brand partnership between Valentino and “The Idol,” but she did offer her take on the provocative Valentino scene, which had generated some debate on Twitter.

Source: Forbes | Read More 

Stacy Jones

Stacy Jones has become a world-renowned specialist in branded content. Now it’s her mission to share her expertise and help brands and other business owners and executives leverage the tools our agency has crafted in building brand awareness – using the same proven methods she’s built her agency on and leveraged for client success.