Sylvie Grateau (left), the character played by Philippine Leroy-Beaulieu, is the favourite character of the French. Photo: AFP
Charismatic, independent, strong and sexy, Sylvie Grateau, the 50-something character in Emily In Paris known for her sparkling wit and scathing remarks, is the favourite character of the show's viewers in France.
This testifies to a sea change afoot when it comes to the appearance and attitudes of female role models over 50.
Philippine Leroy-Beaulieu was not supposed to have been able to play the role of Grateau, the actress revealed to the website Salon.
"Sylvie was meant to be for a much younger person.... it was written for a 35, 40-year-old woman," she explains.
And if the production had stuck to that idea it would have been a pity in view of the evolution of her character, resulting from, among other things, the boundless interest of the public.
At more than 50 years old, Grateau is not a housewife, nor a young grandmother or a passive character who has let herself go a bit. No, she is a free-thinking, independent, childless and powerful woman.
And as such her character is rather unique in this kind of genre.
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Women aged 50+: A revolution underway
In other words, this powerful boss of a communications agency is everything but a cliched stereotype of views on aging and the passing of time.
This doesn't mean that she doesn't have doubts, but she doesn't let herself get caught up in limiting ways of thinking. On the contrary, she is a woman of action.
A perfect role model for those who want to break free of the invisibility that has been plaguing 50-somethings for decades.
And beyond her charisma, her verve, and her professionalism, she also stands out for her "effortless" beauty, which French women are famously envied for around the world, as well as a sex appeal that puts her front and centre alongside her co-stars.
And it's a genuine accomplishment, since Grateau, who could have been considered a secondary character at first, turns out to be the real heroine of the series – at least in the eyes of French viewers, according to a study from Taboola.
Based on its readership data, the report shows that Grateau steals the show away from titular character Emily Cooper in the hearts of the French, and that she significantly outpaces the other two young female characters in the series, Mindy Chen and Camille.
However, this opinion isn't shared by British viewers, who prefer Emily Cooper and Alfie. Two countries, two distinct views on the show.
Read more: Say 'sac iconique'! How France is trying to exert influence over fashion terms
A gift for fashion brands
Not content to simply contribute to the evolution of certain social norms, Emily In Paris is also a global showcase for fashion brands.
A fact accentuated by the numerous product placements observed in each episode, which have significant value given the 117 million hours of viewing time accumulated worldwide by the third season within just a few days of its release.
That's a lot of people ready to pull out their credit cards to buy the same bags, same jewels, or same clothes seen on the heroines of the show.
Taboola reports more than 67 million page views related to luxury brands mentioned and/or worn in the series over the period from October 3, 2022 to January 14, 2023, compared to 39 million a few months earlier.
Louis Vuitton has clearly done well in this regard, with searches up 206% over the period analysed – even though this period began, it should be noted, in the middle of Paris Fashion Week.
Lanvin (+194%), Chloe (+91%), Gucci (+62%) and Dior (+57%) follow.
And as for the most popular pieces, the beret, silver mini-skirts, and the thigh-high boots – not to mention the more eccentric accessories – these have met with unabated approval.
All that remains is to wait for the fourth season which, in view of the last episode seen to date, promises to be full of twists and turns for the favourite heroine of the French, Grateau, who looks set to continue her professional ascent.
As for the fashion brands, there is no doubt that they will compete with one another for the most creative on-screen appearances. – AFP Relaxnews
