Were you as excited as I was about the premiere of “Bridgerton” Season 3? If all those steamy scenes of passionate courtly love and lustful glances over Regency-era fans give you tingles of excitement, you are not alone. Since first gracing our screens in 2020, the show has become the world’s most in-demand romantic drama, according to Guinness World Records. Hashtags such as #THATcarriagescene trend wildly, as fans frantically meme-ify images and craft montages in tribute. But what exactly about the Netflix series has us all hot under the collar?
Erotica has existed for as long as humans have, but throughout its long history, it has often been seen as “dirty,” clouded by an air of shame — particularly for women. “Bridgerton” is not only making erotica accessible and acceptable to the masses, but also catering perfectly to the female gaze.
It is up to pleasure brands to take the lead in catering to a whole new wave of sex-curious women.
Across three seasons replete with love confessions and plenty of bosom-heaving orgasms, “Bridgerton” has found the sweet spot between historical fiction and delicious sex scenes that have us all clutching for our pearls — and toys. It’s erotica, but with the added pomp of beautiful ballgowns and the drama of a soap. It tickles all the areas of fantasy and desire in our brains that get us going, as we watch a diverse cast of gorgeous actors playing out some of our wildest fantasies. Unspeakable acts in the library? Gasp-inducing antics in the carriage? Yes, please.
If that sounds familiar, remember that role-play is one of the most popular forms of sexual exploration, indulging people’s wildest fantasies of stepping into an alternate reality. “Bridgerton” feeds into this desire perfectly by making the Mayfair setting of “the Ton” an easily accessible world, with string quartets remixing modern-day popular music and costume designers adding modern twists to their exquisite designs. This makes the characters more relatable — and the sex scenes all the more raucous due to the polite societal rules of the time. No wonder there was a sudden trend on Instagram and TikTok of people dressing up to watch their favorite “Bridgerton” sex scene, as they are transported back to the grace and finery of the early 1800s. Viewers love to feel part of that world, even for a short while. The world-building is so encompassing that viewers report being left speaking with “Bridgerton” accents.
The takeaway for pleasure brands? Just as many companies have found success by including costumes in their offerings, leaning into romantic and period fantasies offers new potential for catering to this sensual trend that shows little sign of slowing down.
Another “Bridgerton” innovation: We aren’t deleting our search histories after watching. People aren’t embarrassed to sit down and watch the show at a party with friends or admit that they got off to an episode. They openly share their love for the series in ways that they would likely never discuss porn. We can thank producer Shonda Rhimes and company for making a crack in the wall of sexual repression and letting some light in.
Guess who’s basking in that light? Netflix says that 80% of “Bridgerton” viewers are women, with the largest demographic being females between 20 and 40. What does this say about millennial women? They aren’t ashamed to enjoy pleasure. Shondaland recognizes that and caters to it on a shining silver platter, delivered by a butler wearing silk gloves.
This is something the sexual wellness and adult industries have recognized as well. Porn pioneer Erika Lust and rising star director Inka Winter have even released an erotic homage to “Bridgerton,” Jane Austen and all things Regency. Their “Ashford Manor” picks up where the limitations of Netflix leave off, fully exploring scenarios the mainstream show can only leave to our imaginations. Imitation is the sincerest — and hottest — form of flattery.
We are also seeing a rise in audio erotica apps, and smutty fantasy books such as “A Court of Thorns and Roses” have become bestsellers. Subscription services such as Steamy Lit are even selling books that come with sex toys, straddling the gap between erotica and self-pleasure. Sexual wellness brands would do well to pay attention, as romance could be the next “50 Shades” in terms of its potential for bringing in new customers, ready and willing to explore their pleasure.
“Bridgerton” has brought sensuality into popular culture loudly and unapologetically. By depicting sex and desire from a female perspective, it has shown that the female gaze is widespread, potent and ravenous, and that women are ready to take ownership of their pleasure. The mainstream is taking notice, but the sexual wellness industry has always been on the cutting edge, so it is up to pleasure brands to take the lead in catering to a whole new wave of sex-curious women.
Scarlett Ward is the affiliate and influencer manager at Little Leaf Agency, a PR and communications agency dedicated to sexual wellness.
