"Emily in Paris" programme's costume designer Marilyn Fitoussi, who says she makes "eyes bleed" with her bold fashion choices, has turned Emily's wardrobe into a character in its own right, writes AFP.
"I am often called up by brands whose visibility has slightly declined or that are looking to reach different, younger customers," Fitoussi told French financial newspaper Les Echos.
The designer pointed out that the first season's limited budget meant she had to dress the protagonist only in second-hand and vintage clothing.
"I don't get paid by brands and I don't want to be," she said.
Since then, fashion magazines have picked apart each and every attire as they would a runway show -- with every branded scene, displaying a Louis Vuitton belt or Emily's running gear, carefully shot.
"Watching the series gives you the troubling impression of wandering around a massive mall," GQ journalist Adam Sanchez.
The culture and cinema reporter says the practice "has amped up insanely" in the most recent season, with four product placements in the first four minutes of episode one.
But viewers know what to expect, Sanchez says -- and they are asking for more.
"It is a particular kind of viewing experience," he said.
"They don't really come for the plot, which is minimal, as much as for what Emily is wearing and consuming."