Every Chanel Fashion Moment In Prime Video’s “Sterling Point”
Our take
The rise of fashion’s presence within teen dramas isn’t a new phenomenon, but the meticulous integration of Chanel within Prime Video’s *Sterling Point* signals a significant shift in how luxury brands are approaching media partnerships. It’s more than just product placement; it’s a deliberate aesthetic choice that informs the show’s narrative and reinforces its aspirational core. We’ve seen this understated luxury celebrated elsewhere, like in Dua Lipa’s recent birthday celebrations where she opted for a minimalist-friendly outfit Dua Lipa’s Birthday Outfit & Trip Were Surprisingly Understated, demonstrating a growing preference for quiet elegance over overt displays of wealth. This sensibility aligns perfectly with the show’s attempt to portray a nuanced depiction of privilege, moving away from the caricatures often found in teen dramas. It's a strategic move, capitalizing on the younger generation’s desire for sophisticated style rather than fleeting trends, and echoing the broader movement towards “stealth wealth” that’s been gaining traction. The very nature of the show’s premise – a boarding school steeped in tradition and old money – necessitates a brand like Chanel, a house synonymous with heritage, timelessness, and a certain unspoken exclusivity.
The detail in TZR’s breakdown of the Chanel moments is illuminating; it's not just about characters wearing the brand, but *how* they wear it. The pieces are integrated seamlessly into the storyline, reflecting the characters' personalities and social standing. This contrasts sharply with earlier eras of product placement, where brands often felt shoehorned into narratives. The current approach prioritizes authenticity and elevates the show's aesthetic, benefitting both the brand and the production. It’s a smart evolution, especially considering the increasing scrutiny of overt advertising. For example, the casual elegance championed by Rihanna – a master of effortless cool – also speaks to this desire for understated luxury Attention, Fashion Moms: This Easy 2-Piece Outfit Will Make You Look Cool in a Pinch. The show’s creators clearly understand that today's viewers are discerning, and they’re less receptive to blatant marketing and more drawn to narratives that feel organic and visually compelling. Even the selection of flat shoes for busy fashion people shows the move towards practicality and understated elegance Busy Fashion People Know This Flat-Shoe Trend Makes Outfits Look Chicer When You're Already Late, a sensibility that extends to the choices made within *Sterling Point*.
This integration also speaks to a larger trend in the fashion industry: the blurring lines between entertainment and advertising. Luxury brands are increasingly recognizing the power of storytelling and are willing to invest in partnerships that allow them to reach audiences in a more engaging way. Rather than simply selling products, they’re selling a lifestyle, an aspiration, and a sense of belonging. *Sterling Point* provides a compelling case study for how this can be done effectively, leveraging the visual language of the show to amplify the brand's message. The success of this strategy hinges on the quality of the storytelling; a poorly written show, even with a generous amount of Chanel, would ultimately fail to resonate with viewers. The fact that *Sterling Point* is generating considerable social media buzz suggests that the combination of compelling narrative and carefully curated fashion is proving to be a winning formula.
Looking ahead, we can expect to see more luxury brands pursuing similar partnerships with television shows and streaming services. The key will be finding projects that genuinely align with their brand values and allow them to tell authentic stories. The era of blatant product placement is fading; the future lies in subtle integration, artistic collaboration, and a deep understanding of what resonates with modern audiences. The question now is: will other luxury houses follow Chanel’s lead, and will they be able to achieve the same level of seamless integration and cultural impact?
I’m a self-proclaimed TV expert. I pride myself on being the first among my friends and family to stream the latest show poised to take over the internet. For me, part of the fun comes from the social media discourse — hearing people’s hot takes and observations on a new series. And lately, my feed is chock-full of discussions around Prime Video’s latest teen drama, Sterling Point — including those Chanel fashion moments spotted on main character Annie (played by emerging Hollywood it girl Ella Rubin) throughout the show.
According to Marissa Schwartz, the show’s costume designer, a polished, fashion-forward wardrobe was key to establishing the Type-A, always-put-together Annie, who learns that she and her twin brother (Keen Ruffalo) inherited an island in Canada from their late grandpa, whom they never had the chance to meet. “When we meet Annie, she is very parentified; she’s sort of taken on the matriarch role in her family’s life, and so we wanted to kind of infuse this seriousness [through her outfits],” Schwartz tells TZR over Zoom. “We felt like she was going to have an innate sense of style; she was always going to be interested in fashion and clothes as a means of expressing herself,” the costume designer adds.
As it turns out, Chanel was the one to approach the show about a potential collaboration, thanks in part to Chanel house ambassador Margot Robbie, who serves as the series’ executive producer. “I had a really funny conversation early on where our producer came in and basically presented it to me like, ‘No pressure, but Chanel is interested in collaborating,’ and I was like, ‘Let me get back to you. I’ll see if it’s gonna work,’” Schwartz recalls of playing it cool at first. Her true reaction, however, was quite different: “I’m like squealing — I’m like, ‘Wait, come back!’” Still, Schwartz didn’t want to feature a designer label simply for the sake of it. Chanel needed to feel authentic to Annie’s character. “Based on her New York life, I thought having a staple luxury heritage brand made a lot of sense,” she explains.
To keep Annie’s wardrobe grounded in the reality of a stylish 17-year-old New Yorker, Schwartz didn’t rely solely on designer brands. She mixed in plenty of popular contemporary labels, including Still Here, Leset, Sea New York, and Cou Cou Intimates. “It’s just kind of finding that balance of, like, teen times wealthy, cool New York girl.” And because Schwartz resides in Canada while Rubin hails from the Big Apple, she leaned on the actor for intel on the city’s fashion scene.
But back to the Chanel of it all. Ahead, I broke down every Chanel moment you may have missed while streaming Sterling Point.
White Lace Dress
You’d think the white-and-black Chanel dress in episode two was custom, as it fit Annie like a glove. But according to Schwartz, it was simply a match made in heaven. She recalls discussing a big dress moment with the team early on, though she didn’t initially consider a Chanel look.
“I was like, I don't know if it'll be right, but I said, ‘Hey, maybe you have something.’ I sent some references. I wanted, you know, something that was, like, column and long,” Schwartz explains. “When they sent us some options and I saw that dress, I was like, ‘That is special. So good. Can we get that?’ Yeah, and we got very lucky.” The number in question hails from Chanel’s Spring/Summer 2023 collection. “It was just like an incredibly special dress — I’m so grateful to Chanel.”
Suede Quilted Bag
Instead of opting for a classic black leather quilted Chanel bag, Schwartz plucked a blue suede style from the luxury label’s Spring/Summer 2025 collection. “It’s such a teen girl choice,” she says of the design. Schwartz also thought the tote felt fitting for both New York City and Muskoka, Canada, where Annie heads in episode one.
Two-Tone Flats
Schwartz even dreamed up a backstory for how the two-tone beige-and-black Chanel flats made their way into Annie’s closet. “Her dad is probably like, ‘I don't know what to get her for her birthday.’ He walks into Chanel and is like, ‘My daughter's a size seven shoe. What do you think she'd like?’” she says, imagining the hypothetical exchange.
Oval Sunglasses
The costume designer didn’t want Sterling Point to feel like a Chanel ad, so she snuck in more subtle pieces here and there, including these black oval sunglasses that make a cameo throughout the series. “We didn’t want the clothing to do the heavy lifting,” Schwartz says.
Première Watch
For her first standout all-white look in the series, Annie donned Chanel’s Première gold-plated and black leather chain watch, sans other accessories.
If Rubin’s Sterling Point wardrobe is any indication, a future Chanel front-row seat might not be far off.
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