Equal parts funny, dramatic, and luxe, the third season of The White Lotus premiered to rave reviews and millions of viewers. But unlike many popular primetime shows, this series isn’t simply addicting television. It’s also a retail vehicle—and a profitable one at that.

To mark its return, set in Thailand this season, The White Lotus embraced a wide range of luxury brand partnerships, including with Supergood! beauty and American Express. For example, the credit card carrier staged exclusive branded retreats for fans of the show, at Four Seasons locations around the world. Its partnerships with BMW is a little different: Their products feature meaningfully in the background of the series itself, during pivotal scenes (e.g., Sam Rockwell’s remarkable and widely discussed character arc), thus tapping into some of the lifestyle envy that The White Lotus inspires.

But that lifestyle is not truly realistic for most people. Thus, in an attempt to appeal to younger or budget-conscious fans, the show also allows for partnerships with more accessible brands, including Abercrombie & Fitch and H&M. Both fashion retailers have created capsule collections that offer Thai-inspired resort pieces in colorful prints and tropical patterns, similar to the ones worn by characters in the show, like the trio of Jacklyn, Kate, and Laurie; to market these options, the brands describe them as elevated styling at an accessible price point.

Product placement is not new. As long as there has been aspirational media, there have been brands attempting to capitalize on this success. Manolo Blahnik and Jimmy Choo were frequently featured in Sex and the City; the luxury watchmaker Omega enjoyed a notable sales boost after appearing prominently in an installment of the James Bond franchise. But the motive underlying these latest partnerships appears to address something different. 

Consider, for example, how the luxury skincare company Kiehl’s described its choice to partner with The White Lotus: The description explicitly noted how the show’s opulence and escapism spoke to the brand’s goals. At the same time, Kiehl’s acknowledged that the satirical critique that the series offers gives it a way to connect with younger consumers, who exhibit a sort of hyper-awareness of global and ethical challenges. As part of its market strategy, Kiehl’s rejects partnerships that would seem too obvious. Instead, the satirical promotion of “wellness” at the heart of the current season gives the brand a way to nod at its beauty and wellness offerings, seemingly without taking itself too seriously. 

As for The White Lotus, these partnerships offer invaluable opportunities. Brick-and-mortar displays signaling the partnership represent free marketing; the lucrative deals generate significant profits. Then those profits can then be invested back into the show’s budget for next season, promising the potential for ongoing collaborations and continued satire.

Discussion Questions 

1. Explain how The White Lotus is uniquely able to establish relevant collaborations with both luxury brands and more cost-effective retailers.
2. Are there potential drawbacks from any of these partnerships? 

Sources: Emily Jensen, “Exclusive: Kiehl’s Checks into ‘The White Lotus’ with Limited-Edition Collaboration,” Glossy, February 13, 2025; Kate Hardcastle, “How The White Lotus Became the Latest Luxury Brand Magnet in Streaming and TV,” Forbes, February 12, 2025; Nicole Schuman, “PR Roundup: Delta Crash Compensation, White Lotus Collabs, IPR Pinpoints Impactful PR Research,” PR News Online, February 20, 2025