It’s one of the most popular series now, and it counts with a Made in Portugal participation. In Emily in Paris, Lily Collins, the protagonist who plays Emily Cooper, wears a pair of sandals by the national footwear brand Alameda Turquesa.

In fact, Both Lily Collins and Ashley Park (who plays Mindy Chen) are customers of the Portuguese brand, but it was the first time the shoes appeared on the screen. "We were thrilled because they were in evidence”, told one of the founders, Carolina Santos, to Observador.  

In the very first episode of the fourth season of Emily in Paris, Lily Collins was seen wearing Alameda Turquesa’s real fur and pearl sandals. Naturally, it didn’t take too long for the brand’s profile to rise, with more social media followers and an increase in sales. "It helps with brand awareness because people who didn’t know us before now do”.

The co-founder Carolina Santos admits that whether people like the series or not, "its projection is undeniable”.

But the Portuguese brand is already used to being worn by celebrities. Most recently, Bella Hadid dazzled in the brand’s shoes in Cannes. Not long before, Cindy Crawford was spotted wearing the golden Nefertiti sandals. Gigi Hadid has also worn the brand’s boots. In 2017, Alameda Turquesa launched a capsule collection with Chiara Ferragni, and in 2015, Anna Dello Russo featured the brand in Vogue Japan. But that’s not all. Sofia Vergara has promoted the brand on her social networks, and Dua Lipa, Bella Hadid and Juliana Paes are some of Alameda Turquesa’s most famous customers.

The brand was co-founded in 2012 by mother and daughter Ana and Carolina, who now runs the brand. What started as a joke on social media quickly took off.