Emily in Paris is being criticized for her product placements

It’s full of designer fashion, luxury accessories and the latest technology – but now Emily in Paris is said to be facing controversy in Paris over her use of product placements.

The hit Netflix show — which stars British-American actress Lily Collins as aspiring marketing executive Emily Cooper — has come under fire after showing French McDonald’s as clean, tidy and even highly regarded chef in its third series.

Critics said that because of the questionable portrayal of the fast food chain, the first episode “looks like a McDonald’s ad” and “the constant branding gets tired pretty quickly,” Insider reported.

Respected French newspaper Le Monde film critic Thomas Sotinel agreed that the third season’s opening was “dedicated in part to promote” the brand, which allegedly prompted Netflix to “feel positively” in the series, The Times reports.

Emily in Paris – which stars British-American actress Lily Collins as aspiring marketing executive Emily Cooper – is under fire after showing French McDonald’s as clean, elegant and even by top chefs in its third series (pictured)

However, these aren’t the only product placements found within the program – and to Sotenell’s “embarrassment”, his own newspaper was found in the latest series.

Le Monde’s weekly magazine, titled M, appears in episode five when Emilie discovers herself on the front cover after being named one of the most influential people in Paris by the publication.

The film critic says the show makes Paris look like “a theme park for American tourists” and “is based on the belief that all platitudes acquire insane charm if spoken in Chicago-accented French.”

However, while critics might favor lower product placements — that’s not likely to change, thanks to the massive success brands have been offering.

Le Monde's weekly magazine, titled M, appears in episode five when Emilie discovers herself on the front cover after being named one of the most influential people in Paris by the publication.

Le Monde’s weekly magazine, titled M, appears in episode five when Emilie discovers herself on the front cover after being named one of the most influential people in Paris by the publication.

Emily Cooper (Lily Collins), left, with a Gucci bag in episode three, along with Mindy Chen (played by Ashley Park) with a Christian Louboutin handbag

Emily Cooper (Lily Collins), left, with a Gucci bag in episode three, along with Mindy Chen (played by Ashley Park) with a Christian Louboutin handbag

Les Echos, the French financial daily, said that Emilie in Paris had become the “top destination for advertisers”, particularly in the French fashion sector.

Online searches for French high-fashion brand Chanel reportedly increased by 30 percent after appearing on the series, while sales of Carel’s Scoubidou bag tripled once Emily was seen using one in season two.

Meanwhile, searches for a Kangol bucket hat jumped 342 percent and 194 percent for a Courrèges vinyl jacket, Les Echos reports.

“It’s a real fashion show, and brands want to link their values ​​to those of the chain,” said Jean-Dominique Bourgeois, head of product marketing agency Place To Be Media.

With over 107 million hours watched between 22 and 26 December 2021 following the release of the second series, it seems brands want to capitalize on the success of the popular show – created by Darren Starr, the American director behind Sex and the City.

Online searches for French haute couture brand Chanel reportedly increased by 30 percent after its appearance in the series, while sales of Carel's Scoubidou bag (pictured, worn by Emily) tripled once Emily was seen using one in season two.

Online searches for French haute couture brand Chanel reportedly increased by 30 percent after its appearance in the series, while sales of Carel’s Scoubidou bag (pictured, worn by Emily) tripled once Emily was seen using one in season two.

However, stylist Marilyn Vitosi told the publication, “I’m not paid to be paid by brands, nor do I want to be. I don’t do product placement.

“I am regularly approached by brands that have a slight decrease in vision or are looking to reach a younger, different clientele,” she admitted.

Emily often wears bright colors and dramatic patterns, which she usually pairs with bold accessories — which she always rocks.

And thanks to Emily’s edgy yet edgy looks, many people have turned to the Collins persona for fashion ideas and inspiration for their wardrobes — InStyle previously reported that there have been spikes in Google searches for the many things Emily has worn over the past two seasons.

There’s one person we have to thank for Emily’s unique sense of style—stylist Vitosi.

Meanwhile, searches for the Kangol bucket hat (pictured) jumped 342 percent and 194 percent for a Courrèges vinyl jacket, Les Echos reports.

Meanwhile, searches for the Kangol bucket hat (pictured) jumped 342 percent and 194 percent for a Courrèges vinyl jacket, Les Echos reports.

Vitosi—who worked with Patricia Field for the first two seasons but now runs the department on her own—is the one who comes up with all of Emily’s clothes.

And according to the French fashion designer, she’s dedicated a large part of her life to coordinating looks for shows — she told WWD that she does “research” all the time, hardly takes breaks and often works 15 to 17 hours a day on the show.

She said, “I don’t count the time.” Often, you have to get up at 4:30 in the morning to be ready. But if you are not passionate, you need to find another job.

You need to fully embrace this type of product. It takes several hours [of work]So much research, and you need to challenge yourself all the time. If not, you cannot continue with your game. You have to think about the next step.

Vitosi told the outlet that she saw more than 40,000 pieces for the third season alone — from designers like Valentino, Jean-Paul Gaultier, Christian Lacroix, Kevin Germaniere, Jess Leng, and Victor Vinsanto — but ultimately ended up using about 14,000 items.

Emily's Apple iMac computers and a MacBook laptop also appeared in Paris in the third series

Emily’s Apple iMac computers and a MacBook laptop also appeared in Paris in the third series

“It was like a museum, but we were so well organized,” she recalls the months before filming began, when she was searching for Emily.

A team of two would pick up and bag whatever was received in the office, whether those things were lent or bought.

They also kept all necessary return dates and items to be used for photo shoots. We are terribly organized. It’s like having an army inside our showroom.

Luckily for us, Vitosi shared insight into how she chooses to dress Emily, as well as some epic tips and tricks so she, too, can dress like the dazzling character while speaking to Good Morning America recently in honor of the Season 3 premiere.

She said she likes to “break the rules” and “push boundaries” when it comes to fashion, and encouraged others to enjoy their looks – and vice versa to find their own “unique” sense of style.

The designer also shared some of her favorite accessories, like heels, and trends, like mixing and matching colors or bright patterns, that she likes to use when dressing Emily.

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