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.
“While the scene in the Valentino store was certainly explicit, there isn’t damage to the brand,” Jones opined. “Even the derogatory mentions made by Tedros about some of the styles and the store’s stylist had no lasting negative impact. Tedros is shown to be the not-so-nice character he is, and it was in fact Tedros who came off looking poorly, not Valentino. The growing spotlight on Valentino dressing Lily-Rose's character and having her model their clothing on screen feels like a win regardless. The saying that you can’t pay for media worth that is true. This particular product placement is over delivering on brand awareness big time. There is not a lot of risk in offending older Valentino consumers as they simply won’t be watching the series. They are not the target audience.” These days, Valentino may be more interested in targeting millennials and Gen Z as potential customers. According to Bain & Co.: “These generations are expected to account for as much as 70% of the global luxury market by 2025.”
Not only that, it seemed I had missed the point entirely. As Jones pointed out in her email to me, the Valentino scene from “The Idol” was a redux of a scene from the 1990 film “Pretty Woman,” starring Julia Roberts as Vivian Ward, a Hollywood escort, and Richard Gere as Edward Lewis, a wealthy businessman, right down to the “Do you have anything in this shop as beautiful as she is?” line. “I googled to see where [the boutique shopping scene] in ‘Pretty Woman’ was filmed as I thought it had a high likelihood of being Valentino,” Jones added. “This article states ‘Pretty Woman’ filmed the Rodeo Drive scene specifically at Valentino. There are a lot of similarities in the scenes, just taken up many adult notches with an edgier, modern touch.”
Is “The Idol” “‘torture porn’”? Has it “set back the feminist movement by at least a decade”? Is it “anti-feminist spectacle”? Or is something more complex at work? At least in the case of the Valentino scene, the subtext is resolutely feminist. In “Pretty Woman,” Vivian says: “I want the fairy tale.”; she wants a man to rescue her. In Sam Levinson’s “The Idol,” the fairy tale is over. After all, it’s Jocelyn who denies Tedros his own pleasure, who is the star, and who, we presume, foots the bill for their shopping trip. In this retelling, the woman holds the power, not the man.
On a recent Friday afternoon, I made my way to the Valentino boutique. Since it was late June, the well-heeled shoppers making their way up and down the sidewalks had to share space with groups of tourists. In the Valentino store, I was met by a security guard. A salesperson followed me around as I admired a pair of $1,800 see-through platform pumps that reminded me of the strippers’ shoe brand of choice, Pleaser Shoes, and a red dress that looked like one Jocelyn had worn. On the second floor, the salesperson indicated the dressing room where the racy scene for “The Idol” had been shot, supposedly. I opened the door. No one, much less Tedros, was there.
This article was originally published on Forbes.com.
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