Amazon has given a series order to the new drama Bella From Barneys, from Josh Schwartz (Gossip Girl, The O.C., Dynasty), Stephanie Savage (Gossip Girl, Endless Love, Runaways), Susan Rovner (America’s Culinary Cup) and Rachel Kaplan (BoJack Horseman). According to Deadline, the series will center on the newly revived Barneys New York and the competitive world surrounding the luxury fashion retailer.
Bella From Barneys follows Bella Baldwin, an outsider from one of New York City’s outer boroughs who has an eye for fashion and lands a job working in the stock room at Barneys New York. After convincing the store to let her become a personal shopper for one of its most notorious socialite clients, Bella finds herself immersed in a cutthroat world involving fashion, family secrets and the heir attempting to save the family business.
The project was previously in development at Amazon MGM Studios as part of a first-look deal with Schwartz and Savage’s Fake Empire. The pair are also behind Prime Video’s Sterling Point starring Ella Rubin (Anora, Until Dawn, Adult Children), which was recently renewed for second season, and Paramount+’s upcoming Clueless sequel event series.
Schwartz and Savage will executive produce Bella From Barneys alongside Aha Studios’ Susan Rovner and Absecon Entertainment’s Rachel Kaplan. Corey Salter (Agent Elvis, The Greatest, Surviving Ohio State), Colin Smeeton (Uncle Drew, Surviving Ohio State, Dunkman) and Matthew Gross (Across the Universe, Twisted, Body of Proof) will also executive produce for Authentic Studios, the production arm of Barneys owner Authentic Brands Group.
Barneys New York was founded in 1923 and became a prominent high-end New York department store. After being acquired by Authentic Brands Group, its brick-and-mortar stores closed, although the Barneys brand continued through ventures including a partnership with Saks Fifth Avenue and its own beauty line. A Barneys pop-up also opened in Soho in 2024.
Schwartz and Savage said creating a fictional version of the Barneys world is a “dream” for them, describing the retailer as both a New York institution and cultural touchstone. Peter Friedlander, Head of Global Television at Amazon MGM Studios, said the series will bring the fashion institution back to life while exploring fashion, ambition and intrigue.
Casting for Bella From Barneys has not yet been announced. A premiere date has also not yet been revealed.