The fashion and film communities have been intertwined for centuries, as many agree that the existence of film begs for the existence of costumes and red-carpet stylings, to be admired or critiqued. Whether or not we think about these costumes consciously, clothing is an essential aspect of storytelling and worldbuilding. The outfits of characters can help dictate time period, location, and personality, all of which with the pressure of not taking away from the scene, being subtle enough to be a part of the scene, but not its focal point. 

Some viewers feel so passionately about costumes that they track down individual pieces from their favorite media, whether to buy or to analyze, which is where the website and platform Seek comes in. 

The site was created in October of 2021, by former Vogue Editor and Google alumna Sara Klausing, with the purpose of designing “a dedicated space where people could have conversations about fashion and entertainment.” Klausing expressed in an article for Vogue,“I like to say that Seek isn’t reinventing the wheel, we’re just making these connections. I really wanted to create a destination for all of these things to exist in one place.”

Seek is a digital archive and marketplace, devoted to the collection and sharing of fashion from films and television, saving many fans minutes or even hours of searching, with the added benefit of access to buying said garments. The most innovative aspect of the platform is the addition of media-inspired clothing and accessories, such as the Bridgerton-esque dresses and hair pins from Hill House, a self-proclaimed “digital first lifestyle” company, who launched a series of their “nap dresses” that many regency-era lovers connected to the period drama series. “We want to work closely with these people, because we really want Seek to be about them,” the founder adds. “What we’re doing is just cross-promoting audiences and making it easier for someone to discover a new product on a new show, and vice versa.” 

The ability of shoppers to be introduced to newer, smaller businesses that cater to their interests is most definitely not a new concept, but the ability to see these products on par with original costumes and official products can be revolutionary in the fashion-film industry. Some shows and films, like the 2021 HBO Max original Gossip Girl, a re-interpretation of the 2007 series of the same name, clothing is not only an integral part of the characters, but also the plot. Seek’s Gossip Girl page includes the shoes, handbags, tops, and dresses in the series, displaying not only who made the garments, but also how much they cost, which can elevate the show’s main draw – super rich kids. 

The insight Seek gives to the costuming process and the new generation of merchandise licensing is astounding, as we enter a new era of film and television. The digital nature of streaming services has ushered in a rapid growth in younger audiences, which are catered to by the recent developments in licensing. Companies used to licence merchandise somewhat haphazardly, with a t-shirt or sweatshirt here and there, and while a profit was generated, this disconnected most audiences. However, newer fan oriented merchandise is becoming catered to specific shows and films, like the Balmain x Netflix collaboration for The Harder They Fall. 

Seek is still relatively new, and has the potential to completely revolutionize merchandising and audience relationships. As many fashion fanatics know, there’s so much more to clothing than just the material and how it looks on a rack, and Seek provides the access to “seen on screen” items in a whole new capacity.