Sex and the City brand endorser

Product placement on the upcoming Sex and the City film is setting rife speculation in fashion circles. Which designers paid to be featured on Carrie Bradshaw, the world's leading style influencer on screen? And will these labels see record sales when the film comes out?Take for example images of Carrie getting married in THAT wedding dress: a quick browse on Google and you'll soon know it is a Vivienne Westwood gown. Enter another search, and you'll see Samantha sporting a red Spring 08 Roberto Cavalli bag and Christian Louboutin shoes are easily identifiable by their red soles, as worn by Carrie.

So, can all the labels be credited to stylist Patricia Field, or have brands paid to be featured in the most anticipated film of 2008? The answer is probably both. Whilst fashion houses are very private as to providing insight into which productions they sponsor, we've seen and the images and recognised the labels - it can't all be by coincidence.

In a report by Agencies: 'major brands and designers around the world spent months jockeying for prominent placement on this high-profile movie runway. Money was offered, calls made, favours called in and publicists begged to get their brands on the backs of this glamorous quartet of women. Insurance premiums are sky-high on the film, due to more than $20 million (£9.8 million) in borrowed jewellery and couture clothing. And producers were forced to quadruple security - for the wardrobe, not the stars."

It is rumoured that actress Sarah Jessica Parker, who plays Carrie, began fittings in August for more than her 80 costume changes. Brands such as Yves Saint Laurent, Vivienne Westwood, Jimmy Choo and Tibi are though to be featured, alongside a plethora of major houses and designers.

Brand strategist agencies work are thought to be involved in the movie-making process from the very beginning. It is common for these agencies to have insight into the film and are often allowed to read the scripts prior to filming, to identify opportunities for a partnership, giving money to the studio in exchange for promotion. Lori Kotarski Nelson, executive vice-president at top entertainment marketing agency Davie Brown, was given a copy of the Sex And The City film script to read."There are certainly opportunities. You try to match up the ones that make the most sense. It won't all be Christian Dior and Gucci," she said to Agencies.

While certain brands such as Marni or YSL are de rigueur for fashionista Carrie Bradshaw, there is a grey area in which a variety of brands could work - what type of T-shirt does Carrie sleep in, or what kind of shampoo is in her shower?

Product placement in movies is vital. Stephen Cheliotis, chairman of the Superbrands Councils, explains: "If you're watching that film, chances are you aspire to be one of those characters and have their lifestyle and will want to buy the product your favourite character is seen using.

Image: Sex and the City actresses