Italian footwear brand Josh Mikawa will feature eleven new color variations in the sixth season of the television series Emily in Paris, scheduled for release this December. Following its appearance in the fifth season, the brand has secured a expanded role in the show’s costume design.
CEO Positions Brand Within Contemporary Luxury Market
The brand’s integration into the series is part of a broader strategy to position its products within the contemporary luxury market. Alessia Gal Peviani, CEO and founder of Josh Mikawa, stated that the company views “Made in Italy” not merely as a label, but as a design methodology that prioritizes time and specialized skills. The brand recently showcased its new Shibuya Suede model at an installation in Milan to bridge the gap between television exposure and retail availability.
Shibuya Collection Specifications
The brand’s signature Shibuya line, which gained visibility through the series, utilizes a blend of Italian craftsmanship, Japanese design sensibilities, and American sneaker culture. During the fifth season, four specific variations appeared on screen:
* Shibuya Mirror Limited Edition: Features a laminated calfskin upper with a mirror effect.
* Shibuya Cream: Combines cream-colored suede with calfskin textures.
* Shibuya Iconic Bluette: Constructed with bright blue suede and white calfskin details.
* Shibuya Total White: A minimalist version focused on silhouette purity.
Global Market Growth for Premium Sneakers
The visibility provided by global streaming platforms supports the growth of the premium sneaker sector, which is currently valued at approximately $7.92 billion globally. Projections indicate this market could reach $16.54 billion by 2034, growing at an annual rate of 7.6%.
This expansion is driven largely by high-end footwear made with premium leathers rather than mass-market models. Currently, the male demographic accounts for 46.2% of global revenue in this segment, while 33% of Gen Z consumers now identify as collectors of high-end athletic footwear.
Josh Mikawa Expands Product Placement for Sixth Season
What is the significance of the upcoming sixth season for Josh Mikawa?
The brand will increase its product placement from the models seen in season five to eleven new color options in the upcoming season, which is set to debut in December. This move is intended to leverage the show’s pop culture influence to drive international sales in North America and Asia.
What distinguishes the Shibuya line from other sneakers?
The collection is defined by its ability to maintain a consistent premium construction while offering diverse textures and colors. The line intentionally blends Italian manufacturing with international design influences to appeal to a global audience.