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In its 15th year on British television, The Only Way is Essex (Towie) continues to captivate audiences with its cast of glamorous 20-somethings, introducing the world to vajazzles and the infamous Sugar Hut. With the upcoming 36th series marking this milestone, the show has garnered an international fanbase and attracted even a few celebrities along the way. Love it or hate it, Towie undeniably put Essex on the map, but what exactly made it so successful?
TV critic Emma Bullimore points out that Towie revolutionized the reality television landscape in Britain by delving into the realm of “constructed reality.” Derived from the success of The Hills, a similar show set in Los Angeles that wrapped up its run in 2010, Towie blurred the lines between real-life interactions and staged drama to create an engaging viewing experience. The portrayal of Essex stereotypes, with its glitzy outfits, fake tans, and big hair, not only drew in audiences but also inspired a wave of copycat shows like Made in Chelsea and Geordie Shore set in different parts of the UK.
Brentwood, a town at the heart of Essex, found itself thrust into the limelight thanks to the show’s focus on the area. Initially dubbed as England’s most boring town in the 90s, Brentwood gained newfound fame through venues like the Sugar Hut nightclub, which played a central role in the early series of Towie. While the portrayal of the local area wasn’t universally embraced, local councillor David Kendall acknowledged the economic boost brought by the influx of fans from around the world. This surge in tourism, fueled by the show’s popularity, significantly benefited the town’s economy.
For fans like Victoria Cleaves from Rhode Island in the United States, Towie offered a peek into the lives of its characters, showcasing a lifestyle vastly different from her own. While some have criticized the stereotypical portrayal of “Essex girls,” Victoria finds the representation on the show accurate based on her observations. Similarly, Elaina Johnson from Florida stumbled upon Towie on an American streaming platform and was immediately drawn to its unique cultural nuances, finding humor in the characters’ quest for the perfect tan. The show’s ability to tackle relatable storylines and highlight real-life issues has contributed to its ongoing success, resonating with viewers on a personal level
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