Tag Archives: Leighton Meester

Gossip Girl is back! Oh la la! OMD!

OMD? Oh mon Dieu!

Gossip Girl Season 4 Paris

Gossip Girl returns to our screens this week on ITV2, and as those regular readers of this blog will know, I’m a bit of a fan of the show.

The fashions, the drama, the love/hate relationships… it’s all just so addictive. And this fourth season opens in Paris, with the girls living the high life during summer break and regular audiences on tenterhooks awaiting Chuck’s recovery from the shock last frame of the previous season.

Have a peep at the trailer below and set those Sky+ boxes: Wednesday, 9pm, ITV2.

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Filed under Celebrity, Fashion & Style, Television

A Generation X reading of Dangerous Liaisons

Two radically different novels, written over two centuries apart. And yet I found a commonality yesterday that I felt was worth sharing.

In Helen Constantine‘s introduction to the Penguin Classics edition of Laclos‘ most notorious and celebrated work, she touches on the aristocratic social pressures felt by Valmonte and Merteuil that prevent them from succombing to any ‘real’ emotion throughout the entirety of the novel. She summarises thus:

In that debased society love is viewed as a failing, a weakness, and something to be avoided at all costs.

Valmonte’s connection with Tourvel is the closest we get to raw emotion (for the pop culture translation, that would be the Sebastian/Annette, Ryan/Reese pairing in the Cruel Intentions adaptation), but he is forced to deny himself even that due to the restrictions imposed upon him by his upbringing and continued engagement with polite society.

In fact, this was possibly the greatest moment in the 1999 remake – the emtionally charged raw battle between Sebastian and Annette in her bedroom when he tears himself away, all the while belying his true feeling for her by the fact he can hardly stand the deception any longer.

© Columbia Pictures 1999

© Columbia Pictures 1999

What did this remind me of? A couple of weeks ago I picked out a few of Coupland’s glossary definitions that he used to define his era of a nihilistic void to share on this very blog. And two of these, when combined together, exactly mirror Valmonte’s struggle, providing a deeper exploration of Constantine’s statement above:

1) Derision Preemption: a life-style tactic; the refusal to go out on any sort of emotional limb so as to avoid mockery from peers

2) The Cult of Aloneness: the need for autonomy at all costs, usually at the expense of long-term relationships, often brought about by overly high expectations of others

The former, when applied to Valmonte’s eighteenth century aristocratic setting, makes perfect sense – he is physcially unable to admit any form of emotional attachment for fear of derision from his peers, largely fearing Merteuil’s reaction (which is indeed mockery combined with a healthy dose of jealousy).

Valmonte’s expendable is his relationship (or potential relationship) with Tourvel, additionally fuelled by unrealistic expectations of her heralded by his previous relations with Merteuil. For Valmonte, no one will ever match up to Merteuil (he holds her somewhat on a pedastal), and in any case, his desperate need for complete independence from any form of attachment prevents him from committing to any kind of meaningful relationship with Tourvel regardless.

So what can we draw from this parallel? Was Laclos simply miles ahead of his time in his awareness of basic human emotion? Or has it taken 200 years for the inclinations and emotional withdrawal of eighteenth century French aristocracy to filter down to mass society? Or, and this is the one that I like the most, were both writers simply finely tuned to a fundamental of human nature?

Modern pop-psychology and relationship advisers, the likes of Greg Behrendt et al, would have us believe that the non-committal emotional ‘retardedness’ that both Coupland and Laclos touch on here is almost exclusively (or at least primarily) a male outlook. But surely the Marquise de Merteuil puts forward just as strong an example as Valmonte? Coupland’s definitions were not solely ascribed to Andy – would Claire have not sympathised in the same way? In other words, the girls can be just as bad as the boys – throw in a manipulative streak and possibly even worse.

If such principles can cross centuries, cultures and oceans, permeating time and history just as fervently as the pop culture consciousness, then surely there must be something in it?

And just as an endnote – Blair and Chuck = Katheryn & Sebastian? Yes even Gossip Girl has jumped in on this particular battle of the sexes.

chuck-blair-sebastian-katheryn

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Olivia Palermo vs Blair Waldorf – let battle commence

© Getty Images / CW

© Getty Images / CW

How on earth did I not see this before?

The City‘s resident ‘social’, Olivia Palermo, is pretty much the real life version of Blair(with the possible exception of the fact that Olivia occupies her time with an occupation that could at least be loosely termed gainful employment…). I mean, physically they are even carbon copies of each other. Both impossibly stunning - beauty that is almost a caricature: the doe-eyed, chocolate-boxy brunette who stuns the Manhattan scene on a daily basis.

Anyhoo, imagine pitting the two against each other – who would come out on top? Well the L.A. Times have done it for us – and it’s a must-read for any fans of either show. And they are not the only ones to have spotted the common denominators either.

And for anyone who wants more of an insight into Palermo and her whole scene (can you believe she is still only 22?) check out this fab piece from The Independent published last year.

While you’re at it, learn about the Socialite Rank feud that tore her down a peg or two from the #1 top spot on the New York social scene – and check out the primary source of the scandal too.

See – she actually is a real-life Gossip Girl. Blair would be proud – and devastated in equal measure.

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Gossip Girl: a powerful weapon of mass consumption

OMG! This coming Wednesday, the wildly successful CW export, Gossip Girl, returns to the UK on ITV2 for its second season. On a personal level, I am beyond excited, but the show is also an excellent example of youth marketing at its best.

For those unfamiliar with the show, Gossip Girl is a kind of Cruel-Intentions-meets-SATC for 16-24 year olds. And, for that specific and increasingly hard to reach demographic, it delivers hourly portions of marketing heaven every week for all the brands involved.

Firstly, wrapped around each 15 minute slice of the action sits the show’s sponsorship deal. The pairing of Guerlain’s Insolence fragrance with GG was well-conceived, by both the show’s producers and the brand’s marketeers. Insolence is a brand that defines its identity as ’free, daring, unpredicatable, radiant’ and whose target female consumer embodies the ‘Insolent woman: audacious, makes her own choices and dances to a different tune…truly herself and utterly irresistable’.  Values which, in turn, embed the fragrance with the sultry, aspirational qualities that fans see in the show’s female stars, and which they will no doubt seek to emulate.

As an enthused loyal fan of the first season I was a strong case study for the Guerlain sponsorship, with pretty successful results. I went from relative stranger to the brand, to sampling the product when it next caught my eye, right through to purchase. And all irrefutably due to Gossip Girl‘s powers of pursuasion.

Secondly, within the show itself, each scene becomes a catwalk opportunity for every major fashion label wanting to capture the GG market. The show’s producers, savvy from the beginning to their fans’ copy-cat desires, flood the blogosphere and website forums with insider information on the designers and outlets for each of the characters’ ensembles in key scenes. Thus, GG has done for designers like Abigail Lorick (the real life fashionista behind Eleanor Waldorf’s designs in the show) what The O.C. did for a raft of indie bands from 2003 onwards: through realistic contextual integration into the narrative fabric of the show, these guys get unparalleled exposure to a whole new audience.

Thirdly, evidence of the wider cultural influence of the show seems fairly wide reaching. Knowing that probably 95% of GG‘s weekly audience could only dream of browsing Henri Bendel for the back-to-school gear and party dresses sported by their counterparts on the show, UK high street brands have started to capitalize on the show’s stars’ distinctive styles. Miss Selfridge’s marked upturn in stocking preppy, WASP-ish styles (think ruffles, pearls, blazers) - that could have all been taken straight out of Blair Waldorf’s walk-in closet - is a case in point. And if their visual merchandisers are on the ball, you can bet that their Oxford Street window display will be reflecting this for the next couple of weeks.

Leighton Meester as Blair Waldorf in a design from Abigail Lorick / Navy blazer with white trim from Miss Selfridge's latest range

Leighton Meester as Blair Waldorf in a design from Abigail Lorick / Navy blazer with white trim from Miss Selfridge's latest range

And finally, there is the cast – a select group of impossibly beautiful, precociously talented, walking, talking brand ambassadors for the show . The line between their real lives and the characters that they play is so imperceptible to the show’s legion of followers (even the show’s main romantic union has made the transition off screen), that all awards show appearances, publicity interviews and paparazzi shots become potential outings for the brands in the show. And you can bet your bottom dollar that the designers and brands who stock the wardrobes and dress the set allow, encourage, even pay their starlet darlings to take home their wares and showcase them off camera too.

So, if youngsters of the Z generation are all programmed to be (in the recent words of Lily Allen) ‘weapons of massive consumption’, Gossip Girl and shows like it provide all the amunition required for brands to hit their targets dead on.

XOXO.

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Filed under Brands & Branding, Fashion & Style, Television, TV sponsorship