Let’s be real. If you’ve spent any time on Netflix lately, you know that Emily Cooper is basically a walking, talking mood board of chaos and couture. She’s the girl we love to hate, or maybe hate to love, but we definitely can’t stop watching her. Emily in Paris has somehow managed to become a cultural juggernaut despite—or perhaps because of—the fact that it portrays a version of France that most Parisians wouldn't recognize if it hit them with a baguette.
But things are changing. Big time.
After four seasons of berets and pain au chocolat, the show is packing its Louis Vuitton trunks and heading to Italy. Darren Star, the mastermind behind Sex and the City, has officially pivoted the narrative toward "Emily in Rome." It’s a move that has sparked memes, diplomatic "wars" (literally, the French President got involved), and a lot of questions about whether the show can survive without its namesake city.
The Rome Shift: Is it Still Emily in Paris?
When Season 4 Part 2 dropped, the finale left us with a massive cliffhanger. Emily isn't just visiting the Eternal City for a holiday; she's opening a whole new office for Agence Grateau. This isn't just a plot device. It’s a full-on brand expansion.
Honestly, the shift to Rome feels like a necessary breath of fresh air. The "American in Paris" trope was starting to feel a little claustrophobic. By moving the action to Italy, the writers are tapping into a whole new set of cultural stereotypes to play with. We’re trading the Seine for the Trevi Fountain. We’re swapping Sancerre for Spritzes.
But here’s the kicker: Emmanuel Macron actually spoke out about this. In an interview with Variety, the French President jokingly (but also kinda seriously) said, "We will fight hard. And we will ask them to remain in Paris! 'Emily in Paris' in Rome doesn’t make sense."
Think about that for a second. A world leader is weighing in on a Netflix dramedy. That tells you everything you need to know about the economic power of this show. It’s not just a TV series; it’s a massive tourism engine for the city of Paris.
Why the move actually makes sense for the plot
If we look at Emily's character arc, she’s been stagnant. She’s been stuck in a "will-they-won't-they" loop with Gabriel for years. It was getting exhausting. Moving her to Rome introduces Marcello—played by Eugenio Franceschini—who brings a completely different energy than the brooding French chef.
Marcello represents a slower, more authentic lifestyle. It’s "La Dolce Vita" versus the "joie de vivre." While Paris was about Emily trying to conquer a culture that didn't want her, Rome seems to be about Emily actually finding herself. Or at least finding a new wardrobe that involves more leather jackets and less neon tulle.
Let's Talk About the "Emily Effect" and Real-World Impact
You’ve probably heard of the "Emily in Paris" effect. It’s a real phenomenon where specific locations featured in the show become instant tourist traps.
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The Place de l'Estrapade, where Emily’s apartment and Gabriel’s restaurant are located, used to be a quiet square. Now? It’s swarming with influencers in pink coats trying to get the perfect selfie. This has led to some pretty intense backlash from locals. There’s been graffiti on the walls of these buildings saying "Emily not welcome" or "Emily go home."
It’s a classic case of "set-jetting." According to data from various travel agencies, searches for flights to Paris spike every time a new season drops. Netflix isn't just selling a story; they’re selling a lifestyle.
The Marketing Genius of Agence Grateau
In the show, Emily works for a luxury marketing firm. In reality, the show itself is a masterclass in product placement. From Rimowa luggage to Samsung phones and Chanel bags, the series is essentially a high-gloss catalog.
But here’s what most people get wrong: they think the show is trying to be a realistic portrayal of the marketing industry. It’s not. Any real PR professional will tell you that you don't just "go viral" by posting a blurry photo of a croissant with three hashtags. But that’s the fantasy. Emily in Paris thrives on the idea that success is easy if you’re charming and wear enough patterns.
The Fashion: Costume Design or Costume Chaos?
We have to talk about the clothes. Marylin Fitoussi, the costume designer who took over from the legendary Patricia Field, has pushed the boundaries of what is considered "wearable."
Emily’s outfits are often described as "cluttercore." It’s a mix of vintage, high-street, and avant-garde pieces that shouldn't work together. In Season 4, we saw a slight evolution. The colors became a bit more muted—lots of navy, brown, and monochrome—reflecting a more "mature" Emily.
- The Masquerade Ball: That striped Pierre Cadault jumpsuit? Iconic.
- The Ski Trip: Only Emily Cooper would wear a full shearling outfit that costs more than a car to go to the French Alps.
- The Italian Look: As she moves toward Rome, we’re seeing a shift toward Audrey Hepburn-inspired silhouettes. Think Roman Holiday.
The fashion serves a purpose. It acts as Emily’s armor. She’s an outsider, and her clothes scream, "I am here, and I am not trying to fit in." It’s a deliberate choice by the creators to keep her visually distinct from the chic, understated Parisians like Sylvie.
Breaking Down the Love Triangle (Or Square?)
Gabriel. Alfie. Marcello.
At this point, Emily has a roster that would make a pro athlete jealous.
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Gabriel (Lucas Bravo): The "Great Love." Their chemistry is undeniable, but the baggage is heavy. Between Camille’s pregnancy (and the subsequent twist that she wasn't actually pregnant) and the Michelin star drama, their relationship feels like a job. It’s work.
Alfie (Lucien Laviscount): The "Healthy Choice." Alfie was great for Emily. He was grounded, he was fun, and he didn't have a messy French ex-girlfriend living in the same building. But the show seems to have moved past him, which is a shame because he was the most relatable character in the whole mess.
Marcello: The "New Beginning." He’s the reason she’s in Rome. He represents a version of Emily that isn't constantly checking her phone or chasing a client. Whether this lasts or becomes another casualty of Emily’s indecisiveness remains to be seen.
The truth is, the show isn't really about who Emily chooses. It’s about Emily choosing herself—while wearing six-inch heels on cobblestone streets.
Misconceptions About the French Response
There’s this narrative that all French people hate the show. That’s not entirely true.
While the critics panned the first season for its cliches (everyone is rude, everyone cheats, no one works), the show is actually quite popular in France. It’s a "guilty pleasure" for them, too. They watch it to see their city look like a fairytale.
Sylvie Grateau (Philippine Leroy-Beaulieu) has become a cult icon in France. She’s the antithesis of Emily. She’s sophisticated, cynical, and fiercely independent. In many ways, Sylvie is the true protagonist of the show for the adult audience. She represents the "real" Paris—a place where you have to earn your stripes and where style is about confidence, not just labels.
What to Expect in Season 5
Netflix has officially renewed the series for a fifth season. Here is what we know for sure (and what we can reasonably guess):
- Dual Locations: The show will likely bounce between Paris and Rome. Sylvie isn't going to let Emily stay in Italy without some oversight, and Gabriel is definitely going to Rome to win her back.
- Mindy’s Journey: Mindy (Ashley Park) is headed to Eurovision! This is going to be a huge plot point. Expect over-the-top performances and more original songs.
- The Marcello Factor: Will he be a series regular? All signs point to yes. The chemistry between Lily Collins and Eugenio Franceschini is a major selling point for the new season.
- Genevieve’s Revenge: Remember the American intern, Genevieve? She’s staying in Paris, and she clearly has designs on Gabriel. She’s basically a younger, more manipulative version of Emily.
The show is leaning into its soap opera roots, and honestly, that’s exactly what it needs to do.
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Practical Takeaways for Fans and Travelers
If you’re planning your own "Emily" inspired trip, or just want to capture that vibe, here’s how to do it without being a "ringarde."
Don't just stay in the 5th Arrondissement. Paris is huge. While the Latin Quarter (where Emily lives) is beautiful, it’s very touristy. Check out the Canal Saint-Martin or the Marais for a more authentic, hip vibe.
Learn basic French/Italian. The biggest criticism of Emily is her refusal to truly learn the language. Even a "Bonjour" or "Buongiorno" goes a long way. Don't be that person.
Fashion is about fit, not just brand. If you want to dress like Sylvie, invest in high-quality basics and a great tailor. If you want to dress like Emily, go to a thrift store and find the weirdest, brightest thing you can find and wear it with total confidence.
The Agence Grateau Career Path. If you’re actually interested in international marketing, realize that it involves a lot more spreadsheets and a lot fewer 3 p.m. lunches with champagne. To work in a place like Paris or Rome, you generally need a long-stay visa and a high level of fluency in the local language.
How to watch and stay updated
Keep an eye on the Netflix "Tudum" site for official casting calls and behind-the-scenes footage. Season 5 production is expected to start soon, with a likely release date in late 2025 or early 2026.
To get the most out of the series, watch it with the original French audio and English subtitles. You’ll catch a lot of the linguistic nuances and insults that get lost in the English dubbing. Plus, it makes the show feel 10% more sophisticated instantly.
Whether she’s in Paris or Rome, Emily Cooper is staying put in the cultural zeitgeist. She is the ultimate escapist fantasy for a world that just wants to see someone fail upward while wearing a really expensive hat. It’s messy, it’s vibrant, and it’s exactly what we need right now.
Go watch the Season 4 finale again and pay attention to the background—the clues for the Rome move were there all along. Prepare your wardrobe; the Italian era is just beginning.