Shallow it may be but this teen drama has a huge influence

Can a TV show for and about teenagers really affect what grown women might wear and even eat? More than you might think, and retailers are already capitalising on it.

The cast of Gossip Girl, which premiered in 2007. AP Photo

"I want to throw a party just like Blair Waldorf's."

So spoke Sharifa, a 17-year-old Emirati, referring to the American teen drama series Gossip Girl, and "I want to dress like her in pearls and a headband," she adds.

Indeed she did have her party, which was held at Abu Dhabi's Fairmont's hotel royal suite. The bash cost more than Dh12,000 (US$3,267).

While television productions such as Sex and the City and Keeping up with the Kardashians have captured the hearts of fashionistas, none have done so with such impact on the teen set - and its emerging buying power - as Gossip Girl.

The series revolves around the lives of high school friends who live on Manhattan's Upper East Side and it is currently airing its fourth season on Dubai 1.

What I find fascinating is that the choices of its hot young stars are increasingly influencing women of all ages. But can a show for and about teenagers really affect what grown women might wear and even eat?

More than you might think.

A recent research study by the University of Wollongong in Dubai has revealed that Arab purchases are influenced by TV product placement and celebrity culture more than by any other factor. And arguably no show in the world is more about clothes than Gossip Girl.

Lama, a 22-year-old Jordanian, who recently graduated from university, researches the clothes' designers online after each show (as further evidence of its power, fashion blogs and other websites post details of the outfits soon after an episode airs).

She admits that the only reason she watches the show is to be on the lookout for the next "must-have" item carried or worn by one of the actresses. She says it is more fun than reading the latest Vogue magazine.

Like many female fans, she is a huge fan of Serena, a character in the show played by Blake Lively, and the character has become a major influence on her shopping behaviour. She describes Serena as her "style twin".

And Serena's influence extends beyond fashion: when Lama and her friends get upset, they no longer splurge on chocolates and ice cream. Now they turn to macaroon towers - just like the gossip girls - despite a price tag of Dh200 or so for such confections.

Fashion designers certainly appreciate the impact of the show, and have incorporated its styles to their shows. It is no coincidence that Ms Lively is also Chanel's latest muse- a piece of news that pleased all Gossip Girl fans.

Regional and local designers are also spotting opportunities, especially when it came to headbands - an item worn on almost every episode by Blair Waldorf, a character played by Leighton Meester.

While surfing the web the other day, I came across a Kuwaiti designer's online store where she displayed different headbands decorated with crystals, and ribbons. In the product's description she stated "to all Blair Waldorf's fans … now you can own a chic headband". Her line, which is shipped throughout the region, was out of stock in just a few days.

Who knew that headbands would have such a huge comeback? And they can cost up to Dh300 depending on the crystals and jewels used.

Other designers have created T-shirts with slogans such as "keep calm and watch Gossip Girl", or "Team Chuck Bass" (a reference to one of the show's bad boys). One Qatar shop selling those items sold out in less than three weeks.

As a designer myself, I feel compelled to watch the show to keep up with the latest New York trends.

While I would never introduce a product simply because it popped up on Gossip Girl - and my line is more traditional anyway - it would be silly not to at least keep track of what many of my customers will be wearing in the coming weeks and months.

I find it disturbing, however, when I see the show affecting girls' broader lifestyle choices. I've heard of girls choosing New York for work or university simply because that is where the show is set, or mimicking a character's behaviour, which is especially troubling as some of them often behave badly.

Many consumers, particularly in this region, are put off by the graphic advertisements that fill many fashion magazines.

By draping TV characters - teenagers, no less - in the trendiest fashions, designers and retailers have come up with another creative way to reach their target market. This is a trend that is almost surely here to stay.

But I wonder, why is it always the most shallow scripts that have the most influence and not the more educational ones?

Manar Al Hinai, an Emirati, is a fashion designer and was voted an Arab Woman of the Year