Following Seek’s official launch in early 2022, the hope is that Klausing and her team will eventually collaborate directly with costume designers, makeup artists, and behind-the-scenes types to build out these curated shops. “We want to work closely with these people, because we really want Seek to be about them,” Klausing says. “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.”
Until the launch, she’s keeping up with the dozens of films and TV shows debuting now, from House of Gucci to Insecure season five. Its page on Seek is already filled with incredible pieces by indie and established designers (chosen by the show’s stylist Shiona Turini): a Rui bodysuit, a satin Henning blazer, a Cheyennekimora crystal durag, a pair of Amina Muaddi PVC heels, and several Bottega Veneta bags, each plucked from Issa, Molly, and Kelli’s on-screen wardrobes.
The big picture isn’t just that Seek is introducing Insecure’s audience to items and designers they might not have discovered on their own. More importantly, when those viewers see Molly in Monse’s deconstructed blazer or Kelli in Tove’s ruched cotton dress, it may be the difference between wanting that item or… not. It’s an entirely different experience than seeing a garment on a rack or on the runway; there’s no story there, no person to really connect with. But when a garment becomes part of the narrative of your favorite show and favorite characters, it resonates in a newly personal, emotive way. For designers, it’s an opportunity to not just reach a new set of customers, but to actually connect with them, too.