The HBO Original Series, The White Lotus, is currently airing its highly-anticipated third season. What launched as a self-contained limited series has blossomed into a serialized phenomenon, transporting its beloved (and loathed) characters and their narrative arcs around the world, at branches of the luxury hotel, the White Lotus.
Four years after the six-episode season one debuted, the White Lotus has had an undeniable impact on its audience. Creator Mike White built a conceivable world for the fandom that has springboarded numerous accompanying media including companion podcasts, recap Substacks, Reddit threads, @EvanRossKatz screenshot memes, and SO much more.
The current season takes place at the White Lotus’s Thailand outpost, a wellness spa situated in the lush tropics surrounded by fruit-bearing plants, serene waterways, and (potentially) sinister monkeys. Consumers (and brands) are checked in. The fervor surrounding the fictional White Lotus world has led to real-world brand activations.
From poolside totes to patterned upholstery to flowing dresses, let’s review how a selection of storied brands effectively and half-heartedly bought into the White Lotus worldbuilding; what worked well, and what could have worked better.
“Life is Short… Just Take the Trip”
In one of the most on-the-nose collabs, luggage and travel accessory brand, Away, is currently selling a White Lotus-themed collection. The collection features Away mainstays like its series of roller bags, plus show-themed add-ons like the Resort Weekender and the Poolside Tote.
The tan pieces with brown accents look poised for departure, and would look natural both on Gary/Greg’s yacht cruising around the White Lotus, or (a more realistic scenario) on your Amtrak jaunt to New York. The branded products are not as overt as “merch” and the consumer still gets the quality Away is known for.
Why it works:
- The show is centered around travelers toting their (emotional and physical) baggage from resort to resort, so luggage is an obvious association.
- The White Lotus connection is subtle enough, once fervor around the show fades the buyer still has high-end luggage.
How it could be better:
- The line is basic and uniform. The White Lotus connection isn’t obvious outside of the “lotus” tags on some of the smaller bags.
- Halfway through the season, many of the items are already sold out!
Wearable White Lotus
Among the show’s celebrated details is the fashion. Content creators like @Great_Dayn garner tens of thousands of views on TikTok recaps breaking down what every character wore each episode, and where to buy similar looks. In a show laden with Easter Eggs, the fashion may or may not reveal potential plot points. Are the monkeys on Lochlan’s Full Moon Party fit related to the monkeys lurking around the resort?
Many clothing brands have jumped on the opportunity to launch White Lotus-themed collections of all price points, including affordable H&M to mid-tier Banana Republic, to high-end Bloomingdale’s.
Why it works:
- The capsules typically look like something the retailers would showcase anyway, with a bit of tropical flair.
- Rather than the risk of buying strict merch (RIP my Bruce Springsteen concert tee), the consumer is getting the same quality clothing the respective retailer is known for.
How it could be better:
- None of the pieces appeared in the show. While the various collections are inspired by the show, the clothing tends to look like it could appear in any SS collection.
- Aside from the faux-branded crewneck from Bloomingdale’s, there is also no overt connection to the show. You know you’re supporting your favorite show, but how will your friends know?
CB2, the elevated offshoot of home goods heavyweight Crate & Barrel, launched a homeware collection capsule with products ranging from $15 to nearly $3,000. The line includes everything from serving trays to lotus candle holders to patterned furniture.
Housewarming gift for your White Lotus-loving bestie? How about the Monkey and cobra-etched highball glasses. Want to make your guest room feel a little more luxurious? Go for the entertwined elephant accent pillows. Can’t figure out what to store on that shelf? A gilded monkey may be just the conversation piece you’re missing.
Why it works:
- The price range means there is something for everyone, from a casual fan to someone committed to a White Lotus-themed Airbnb.
- Some of the “featured pieces” are items CB2 is selling anyway but with a White Lotus pattern. The Etre Chair is available in over thirty other fabrics, besides the lotus print, indicating the retailer did not manufacture only unique products for this collab.
How it could be better:
- But lotus-patterned wallpaper? A bit much. I’d be interested to see the data on what items were actually purchased. Either way, they definitely drove traffic to the site!
A Few More …
White Lotus x Coffee Mate – While I would typically associate Thailand with tea, Coffee Mate attempted to hop on the trend with its “Thai Iced Coffee” coffee creamer. Not exactly a collaboration that makes sense, but at a $3.99 price point, it would not be a huge impulse investment to the consumer.
White Lotus x Brunch – Feel like you stole the slippers from a luxury hotel with Brunch’s White Lotus-branded slippers. Retailing at over $100 for a pair of slippers, however, feels like this is more of a cash grab.
White Lotus x Kiehl’s – The Thailand White Lotus is presented as a wellness spa, where guests are treated to concierge services like yoga, meditation, and massages. Cosmetics retailer Kiehl’s compiled a selection of five skincare items in a branded tote plus a novelty doorhanger. This lowlift collab features products the retailer was already selling, and may even lead to product discovery for consumers buying just for the themed tote.
Checking Out
With Season three’s finale upon us, speculation ensues on where the franchise will go next. Some content creators suggest cities should campaign to host the next installment as they do for the Olympics. Each chapter adds wonder to the White Lotus world, creating opportunities for new creative partnerships and exemplifying how worldbuilding can exist across brands and mediums.
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