The dress from the Georgian brand became a hit because of "Emily in Paris"

The second season of "Emily in Paris" became another fashion sensation. Earlier the main character was criticized for excessive freedom and illogical style, but now it is clear that the clothes in which she appears on the screen are incredibly popular and instantly sold out. This happened with the bright ANOUKI dress in which Emily danced in front of the Eiffel Tower.

As it became known, the ANOUKI brand belongs to the famous designer, style icon, and also the wife of Tbilisi Mayor Anouki Areshidze. This puff sleeve dress with a pencil skirt was created in 2020 for the London fashion boutique “Browns” as a part of “Love is Love” capsule collection. Anouki is called the Georgian Melania Trump. She is a former model, mother of four kids and her collections were shown at Paris and Milan fashion weeks.

When the “Emily in Paris” fans saw main character in this dress they immediately wanted to buy the same one. Sales of the dress increased up to 700 times, the item quickly ran out of stock and now is sold out on the ANOUKI website. Along with Emily's $860 dress, the rest of the heart-print collection is also popular. Because of prodigious success of TV show the print was renamed by the ANOUKI brand to “Emily”.

No matter how surprising it may be, the main character of "Emily in Paris" doesn’t follow fashion trends. But this fact doesn’t stop her from being one of the most discussed movie characters of recent years. As a result, her outfits have become full-fledged characters in the series. Season 2 costume designer Marilyn Fitoussi makes no secret of the fact that the eclecticism and brightness of the characters is brought out through the gaudy clothing. As for Emily, she is representing designer’s view how not to limit yourself. “Too much good taste is boring,” says Marilyn.