In Netflix’s ‘Emily in Paris’ Season 4, Umberto Muratori has confused many fans about whether it exists for real. But we can confirm, it is an entirely fictional creation; there’s no such fashion brand by this name in our real world.
The entire reason this apparel is a part of the storyline in the latest season seems to be to create a sort of divide between Emily Cooper and her new boyfriend, Marcello Muratori, portrayed by the charming Eugenio Franceschini. Viewers tend to crave conflict and drama in their favorite shows, and the ‘Emily in Paris’ showrunners appear to have found a way to serve it to us on a silver platter.
Umberto Muratori: The Imaginary Fashion Brand Stirring Drama in Emily in Paris
The Umberto Muratori brand on ‘Emily in Paris’ is portrayed as a prestigious Italian label known for its luxurious cashmere pieces. It’s used to move the plot, especially as Emily tries to land Umberto Muratori, Marcello’s family business, as a client for her marketing firm, Agence Grateau. This leads to some drama in her relationship with Marcello as the latter worries that her interest in the brand might be worth more to her than her feelings for him.
Despite Umberto Muratori sounding like a real thing, given its elaborate depiction, the brand does not exist outside the show. The creators came up with it merely as a plot device to show Emily’s struggles with her job and love life.
The Netflix series uses Umberto Muratori to make sure Emily and Marcello are not on the same page, at least temporarily. As Emily tries to pitch Agence Grateau’s services to him and his family, things soon get messy due to unfortunate misunderstandings.
Emily, meanwhile, is also desperate to not let her JVMA rival Nicholas de Léon sign her partner’s brand after what he did to Mindy when he sabotaged her Eurovision entry and attempted to control and manipulate her career choices.
Even though Umberto Muratori is made up, it does not mean there are no real-life inspirations or similarities with real Italian fashion brands. You may find Ermenegildo Zegna similar to Muratori, given its classic style and luxury. It comes from the small town of Trivero, known for its fancy wool and well-made clothes.
Additionally, Max Mara, from Reggio Emilia, mixes classic Italian style with a modern touch, just like the fictional Muratori. Likewise, Kiton, from Naples, is famous for its custom tailoring and high quality, like the handmade vibe of Muratori.
Emily in Paris: Who Does Emily End Up With After Season 4 Finale?
okay emily don’t mess this up, marcello is perfect 😭🫂 #EmilyInParis pic.twitter.com/rkt3npZSRZ
— mel ʕ•̮͡•ʔ (@hcsiequake) September 13, 2024
In the Season 4 finale of ‘Emily in Paris,’ Emily Cooper wraps up her rollercoaster romance in a big way. After all the drama with her ex, Gabriel, and his messy situation with Camille, Emily decides it’s time to end things with Gabriel. She’s had enough of feeling like a third wheel and getting frustrated with how things are going between Gabriel and Camille, especially after finding out Camille wasn’t really pregnant. All this emotional chaos makes Emily take a hard look at what she wants and decide it’s time to move on from Gabriel.
As the season goes on, Emily runs into Marcello Muratori, an Italian fashion mogul, and it turns out to be a game-changer. Even though there are hurdles with Marcello’s family business and Emily’s job, their bond grows stronger. By the end of the season, Emily decides to move to Rome to start anew with Marcello, both in her career and personal life. It marks a fresh beginning for Emily, as she steps into a new chapter with Marcello and leaves her past drama behind.
