The new Apple TV+ series that reveals the dark sides of fashion

10 one-hour episodes bring to life La Maison, the new TV series by Apple TV+ that tells the most mysterious intrigues that can happen within the most powerful and famous fashion houses. It is set to debut in September 2024, although it was announced almost a year ago: just a few hours ago, WWD also confirmed it. Not being a docuseries, central parts of the plot of La Maison will be two fictional fashion houses: Ledus and Rovels. According to the production company, the TV series tells the story of a family running an iconic fashion house that comes under the spotlight when a video featuring designer Vincent LeDu goes viral, undermining the maison's reputation. Perle Foster, Vincent's ex-partner, teams up with visionary designer Paloma Castel to save and relaunch Maison LEDU, claiming a position that rightfully belonged to her, both within the family and the fashion system. This is how a true dramedy is born, distancing itself from the latest Apple TV+ production, The New Look, released in February 2024 and centered on the life and career of Christian Dior; in 2023, it released The Super Models, a four-part documentary on the careers of Naomi Campbell, Cindy Crawford, Linda Evangelista, and Christy Turlington.

Therefore, the Apple platform is carving out an important space in the fashion entertainment industry, which are increasingly attracting the attention of a young and varied audience. Thus, La Maison could also become a new must-watch series for this fall, especially since it was produced by TOA - The Originals of America in collaboration with the studio TOP - The Originals Productions, the same winning combo that created the French thriller The Bureau, a true international success. Furthermore, the TV series landscape needs a strong and viral fashion-centric product that can attempt the Herculean task of replicating the success of Mad Men in the past; the creative agency Sterling Cooper could be replaced by two fashion houses, and the most imaginative minds can indulge in imagining which real-life fashion figures could ideally identify with the roles of the Ledus and the Rovels.