\t\t\t\t\tStraw bucket hat from Alex Bovaird\u2019s The White Lotus<\/em> H&M collection.<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Brand<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\tEarlier this year, Mike White\u2019s buzzy sociological drama helped launch a sellout H&M collection designed with costume designer Alex Bovaird, letting viewers channel their inner Aimee Lou Wood in tropical prints and flowing caftans. The morally dubious characters may have made the show irresistible viewing \u2014 but so did the wardrobes.<\/p>\n \n\t\u201cThere is an element of fantasy about resort wear,\u201d says Palm Royale <\/em>costume designer Alix Friedberg, whose sun-soaked Apple TV+ series conjures 1969 Palm Beach with a splash of mid-century excess and poolside intrigue. \u201cIn costume design, we\u2019re always creating a world, a mood and a visual language. Resort wear is a woman\u2019s fantasy of having that luxury lounge-y lifestyle, sun-kissed lunch on the beach \u2026 yacht life.\u201d<\/p>\n \t\t\t\t\t\t \t\t\t\t\tThe Rimowa Original XL can be yours for $2,575.<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Brand<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\tThe trend isn\u2019t limited to Hawaii or Palm Beach. When Emily in Paris <\/em>took its designer-clad characters to Saint-Tropez, Netflix partnered with Turkish resort-wear label My Beachy Side to launch a capsule collection fit for a French Riviera jaunt. The show even turned its fictional couture house \u2014 fronted by flamboyant designer Pierre Cadault, played by Jean-Christophe Bouvet \u2014 into a marketing tool, working the character into a fictitious collaboration with real-life luggage brand Rimowa. Meanwhile, Outer Banks<\/em> \u2014 Netflix\u2019s teen mystery series set on the North Carolina coast \u2014 channeled its rebellious sun-drenched energy into collaborations with ASOS and American Eagle, offering beachy basics that lean more boardwalk than billionaire.<\/p>\n \n\tNow, Macy\u2019s is getting in on the act. As part of a broader push to revitalize its in-house brands, the legacy department store tapped Friedberg \u2014 not a fashion label, but the Hollywood costume pro \u2014 to design a 19-piece line of vacation-ready looks. The Macy\u2019s on 34th x Alix Friedberg collection, which drops Aug. 4, includes vintage-inspired crochet sets, embroidered caftans and mix-and-match separates in bold tropical prints.<\/p>\n \t\t\t\t\t\t \t\t\t\t\tA patterned shirt and pants from Alex Bovaird\u2019s The White Lotus<\/em> H&M collection.<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Brand<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\t\u201cWe really wanted to put [on 34th] back into the cultural conversation,\u201d says Emily Erusha-Hilleque, Macy\u2019s senior vp private brand strategy, who oversees the retailer\u2019s in-house fashion labels. \u201cJust from a relevancy standpoint, entertainment, television and streaming would be a great, natural place for us to start.\u201d<\/p>\n \n\tThe department store has, of course, long intertwined itself with pop culture \u2014 from its Thanksgiving Day Parade to Miracle on 34th Street<\/em> to its Project Runway<\/em>-era sponsorships. One of its most prominent private labels, INC International Concepts, even served as a featured partner on the design competition series in the mid-2000s, with branded challenges and appearances by Heidi Klum. (The label, still going strong, will celebrate its 40th birthday at New York Fashion Week in September.)<\/p>\n \t\t\t\t\t\t \t\t\t\t\tCrocheted shirt from Alex Bovaird\u2019s The White Lotus <\/em>H&M collection.<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Brand<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\t\u201cMarrying fashion and entertainment \u2014 that\u2019s something that Macy\u2019s is known for,\u201d says Erusha-Hilleque.<\/p>\n \n\tWhat also sets this latest project apart is its acknowledgment \u2014 not to mention compensation \u2014 of the costume designer responsible for the look. \u201cA lot of times we influence fashion but aren\u2019t involved with the result of it,\u201d says Friedberg, who won an Emmy for her work on HBO\u2019s Big Little Lies<\/em>. \u201cSo to be involved from the very beginning is just so, so wonderful.\u201d<\/p>\n \n\tAnd now, thanks to this wave of screen-inspired collabs, viewers can also slip into character \u2014 no travel required.<\/p>\n![\"\"](\"https:\/\/www.hollywoodreporter.com\/wp-content\/themes\/vip\/pmc-hollywoodreporter-2021\/assets\/public\/lazyload-fallback.gif\")
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