‘Emily in Paris’ Season 5 Moment Proves Emily is Losing Her Touch

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The fifth season of Emily in Paris shows that Emily (Lily Collins) is still succeeding in both her career and love life. She’s successfully bringing in new business for her agency, and continues to captivate those around her. Though she’s great at fixing problems and rescuing failing projects, a significant mistake this season hints that Emily might be losing her edge, even though she ultimately recovers.

Emily Fails to Realize What Going Viral Would Mean


Image via Netflix

From the start of Emily in Paris, a popular and fun Netflix show, Emily is shown to be a marketing expert who’s great with social media. That’s why her boss sends her to Paris – to bring an American perspective to their marketing efforts. Although she struggles at first to understand the Parisian market, she eventually succeeds and proves her value. Along the way, she charms everyone she meets, including Sylvie (Philippine Leroy-Beaulieu), her initially critical boss, who later becomes her superior when Emily joins Sylvie’s new company.

I’m constantly impressed by Emily’s ability to connect with younger audiences – she just gets what appeals to them, which is amazing considering the agency wants to promote everything from beauty products to clothes and even food! But I started to worry a bit when the show moved to Rome in Season 4. Emily suddenly found herself working with a very traditional Italian fashion house that didn’t even want to grow its brand, and it felt like she was in over her head. And honestly, she got pretty distracted by Marcello, the owner’s incredibly charming son, who quickly became her new love interest.

Emily, as someone focused on business growth, naturally encouraged Marcello’s mother, Antonia, to expand the brand. While the company had always succeeded by staying small and focused on Italy, its growing reputation presented huge opportunities. Emily was eager to capitalize on them. However, when they finally convinced Antonia to launch a perfume internationally as a first step, things quickly went wrong.

Emily hosted an event for social media influencers, hoping they’d share news with their many followers. While Princess accidentally revealed the secret location of Muratori’s workshop, Emily should have anticipated that inviting influencers would eventually lead to the village being discovered. The result was overwhelming – a flood of tourists descended on the small town where Marcello and his family have always lived, completely disrupting their peaceful lives. Emily’s lack of foresight suggests she may be losing her expertise, or that this type of campaign isn’t a good fit for her. She might find more success in markets like the US or Paris, but Italy presents a unique set of challenges.

Is Emily Good at Her Job?


Image via Netflix

It’s not that Emily is bad at her job – Sylvie and her colleagues agree she’s capable, and they usually dismiss her small errors as simple mistakes. However, this recent mistake was significant. Combined with her questionable decision to repurpose a baby perfume for a different market, and her naive belief that no one would notice, Emily seems to be taking bigger and bigger risks than she used to.

Emily once used a burger patty to attract a dog, hoping to catch the eye of a designer she wanted to collaborate with Marcello on his new clothing line. While she didn’t lie, it was a bit of a manipulative tactic – the dog owner thought his pet was just naturally drawn to Emily. It was a smart plan, but it raises questions about whether Emily acted ethically.

No matter what Emily does with her career, her handling of the Muratori situation was a clear marketing misstep, even though they later forgave her and regretted letting her go. Now that Princess has a new position at the agency, she might increasingly create problems for Emily’s work. This could actually be good for Emily, pushing her to focus on her campaigns and think strategically like she did earlier in the series, rather than getting distracted by her personal life.

Emily and her team have a history of successful campaigns, including fun QR code filters for a pet food brand and livestreaming a proposal for a French fashion company. Emily is quick-thinking and resourceful, especially when things go wrong – remember the rubber boots at the Venice fashion show? While the recent viral campaign mistake wasn’t entirely her fault, it highlights a pattern: when Emily is juggling too much – whether it’s client demands, a new location, or different marketing styles – she can lose focus. She’s made incredible progress in her career, but still has room to grow. You can watch Emily in Paris on Netflix.

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2025-12-18 17:49