Season Three of the hit Apple TV+ series “The Morning Show” will premiere on the streaming platform on Wednesday. The cast, which includes Jennifer Aniston, Reese Witherspoon, Billy Crudup and Julianna Margulies, is returning for the soap opera-style drama about a morning news broadcast show. The new season adds Emmy-winning actor Jon Hamm to the cast, as well as Nicole Beharie.
The show’s costumes, which span broadcast news-ready power suits to cashmere sweaters for casual wear, have been the work of three costume designers: Sophie de Rakoff, Debra McGuire and Beth Lancaster. With the show going into its third season, the trio worked together to figure out how they were going to bring the series into its next era.
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“This season’s costumes differentiate from past seasons because there is an elevation across the board where it is appropriate for the characters,” de Rakoff said. “Characters are stepping into new roles of power and climbing the news ladder, so their new roles of confidence are reflected in their costumes.”
The first two seasons of “The Morning Show” largely centered on the newsroom, with much of the action taking place in business settings. In the new season, the characters go out into the world, which gave the costume designers more of an opportunity to play with texture and color and have the fashion choices become broader and bigger.
“We’ve always seen Alex (Jennifer Aniston) at home, but she’s definitely not a sweatpants girl,” McGuire said. “Her loungewear is deliciously luxurious. She wears cashmere robes, silk pajamas and everything is beautiful but comfortable. We do see her in jeans more this season. The audience will see a lightness to her wardrobe we haven’t seen before.”
The designers also had the very special task of dressing Jon Hamm, in one of his biggest television roles since he finished his Emmy-winning run on “Mad Men.” “We took a look at the usual players when dressing him and finally decided our theme for him would be this strong outdoorsmen-hiker-surfer-adrenaline-junkie type,” Lancaster said. “Even when we see him in a suit, there will be some texture and a rumple to it. There will be that hint of him being the kind of person who always has his hands in the dirt.”
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Some of the luxury brands getting more screen time this season include Alexander McQueen, Khaite and Jil Sander. Lafayette 148 also custom-made several suits for Reese Witherspoon’s character, Bradley Jackson.
Bradley’s color palette centers around navy, dark green, cranberry and other deep berry tones. This season promises intentional pops of color during key moments where she has to act warm and stand out in a positive way.
When it comes to Alex’s color palette, the designers do work to stay within a pretty tight color palette for her character, gravitating toward more “quiet luxury” and minimalist colors, with occasional opportunities for bold pops of color.
Beharie’s new character, Christine Hunter, is also coming into the world of the show donning more bright colors, including yellow, orange and green, opting for a more saturated color palette.
Season Three of “The Morning Show” debuts on Apple TV+ on Wednesday.