The recent success of The Gentlemen, a Netflix series created by Guy Ritchie, brings with it a new chapter in the platform’s physical experiences strategy.

The protagonist Theo James, as Eddie Horniman, embodies the impeccably British elegance of a nobleman embroiled despite himself in a territorial war with a marijuana baron. What makes this series interesting is the way it ties in with the aesthetics of luxury, starting with the images of the advertising campaign, which show the protagonists in outfits with a refined and timeless style that permeates the entire production.

But the connection with luxury goes beyond simple promotional images. The Gentlemen has collaborated with prestigious brands, creating products inspired by the series that go beyond merchandising, a true brand extension of the tweedy and sophisticated world that director Guy Ritchie has created.

In addition to the tailoring of Henry Poole & Co. and its cashmere scarves and cufflinks, The Gentlemen has inspired leather goods by Ettinger, refined shaving creams by Truefitt and Hill, and even fine tea blends by Avantcha.

The mutual attraction between luxury and pop culture continues, as does Netflix’s desire to strengthen its franchises by making them not just physical, but experiential, while creating objects of desire for fans.