Brands have long harnessed the power of celebrities in cinema, music, TV, and sports. Endorsements by celebrities have evolved into virtuous partnerships and collaborations. Moving away from the concept of paid ad endorsements, celebrities today have an equal investment in partnership choices. Prestige, fame, name, talent, passion, and time are ways in which celebrities make their investment.
While celebrity endorsements have been part of the luxury sector since the dawn of time, today the luxe brands have become more conscious of their choice. Thanks to active advocacy lobby, conscious consumerism, and the rise of internet netizens with their cancel culture. A mindful and tasteful selection of celebrity is essential for a luxury atelier to match the brand profile and campaign. Needless to say, even for celebrities today the choice is critical. For it represents what they stand for and how their fan base will react to the partnership.
Why do luxury brands partner with celebrities?
The answer is simple, they do it for:
• increased brand awareness,
• launch new campaigns/ collection,
• building reputation, and
• driving sales.
Consumers historically trust and pay more attention to brands that have a celebrated and well-accomplished name attached to them. When it comes to the luxury world, celebrity endorsements are a more critical investment. Both on the part of the celebrity and the luxury atelier.
For luxury brands:
It is essential to find a celebrity representation that connects with the brand’s aura naturally. For instance: Rolex, a luxury atelier of timeless pieces is known for its long-standing partnership with the tennis legend Roger Federer. They both have similar traits of being a classic, the finest in their craft, and a legend that many aspire towards. The partnership blends in smoothly.
If we further investigate Rolex’s standing partnerships in the sports sector, we will find the brand attached to many successful sports stars. Rolex has a strong long-standing partnership with Wimbledon. One of the finest grand slams where tradition, culture, history, and royalty play a critical role.
Partnerships with luxury brands provide them with a creative outlet tied with financial rewards. Bringing them affluence and stature of being associated with a luxury atelier. It offers them a chance to bring out their passion, and individuality and offer their fans an insight into who they are.
For instance: Carrie Bradshaw, played by the famous Sarah Jessica Parker, in Sex and the City series is known for her classic luxury fashion. She carried the Fendi Baguette bag and ever since the partnership has carried Sarah Jessica Parker with the Fendi bag. A classic connection, unforgettable and unbeatable. This offered Sarah a feature in fashion editorials that no one else could replace.
High-street athleisure brands like Nike and Adidas as two leading examples of many curated global-level luxury partnerships.
• Adidas partnered with Beyonce to produce a limited-edition collection called Ivy Park that was sold as a luxe athleisure fashion across the globe. The collection has rave reviews and was seen by global influencers in a matter of days.
• Adidas has also partnered with luxury houses like Gucci and Balenciaga.
• Nike is long known to partner with successful sports athletes like Michele Jordon for their Air Jordon collection of sneakers.
• Nike has also partnered with luxe atelier labels like Louis Vuitton and Dior.
Most significant luxury brand partnerships with celebrities in 2023:
Louis Vuitton (LV) x Rihanna, 2023
If a campaign can represent changing times, this one sure comes to the top 10 in 2023. LV brings on board Rihanna as Pharrell Williams’ first launch with a major celebrity. He chose Rihanna to launch LV’s first menswear collection. A menswear collection launched by the luxury atelier with a female celebrity – talk about what’s new, quirky, and worth a click online.
As a known fashion and beauty influencer, Rihanna brings with her a rock-solid global fan base. What makes this campaign an absolute stand out is a pregnant Rihanna showcased as an eclectic personality in highly stylized looks. Bold ensembles that bring her fierce personality to light. All thanks to Williams’s creative vision for this campaign that brings meaning to it. It’s beyond just making it a fashion campaign, it was about breaking the traditional gender norms barrier, making a strong social statement, and embracing individuality.
Chanel x Timothee Chalamet
Chanel launched the new face of its men’s fragrance, Bleu. It’s Timothee Chalamet. What’s interesting about this partnership is the historic luxury house making waves by embracing changing times. Having Timothee represent Chanel highlights the brand’s evolving concept of masculinity in the beauty and wellness industry.
The celebrity Hollywood actor is known for his unique red-carpet ensemble looks that have a gender-fluid concept. A sense of inclusive style, celebrating masculinity with ease, fashion, and bringing individuality out. It taps into the market segment where male influencers are embracing beauty and grooming, being gender neutral.
Chanel has become a pioneer with their early adoption of makeup for men, bringing out the brand’s commitment to inclusivity and self-expression.
Versace x Dua Lipa
Dua Lipa and Donatella Versace co-designed a new collection for Versace coined ‘La Vacanza’. The new collection is an ideal summer and holiday-inspired line. This is Versace’s first venture into the wide world of music. In this strategic partnership of bringing fashion and music together, Versace gained access to Dua Lipa global fan base.
For the global music superstar, Dua Lipa, she has made this collection one with a purpose. Empowering women through her partnership with Versace and offering her passion an outlet via this new collection.
Dior x Robert Pattison
Robert Pattinson has been one of the most influential faces of Dior. His association with Dior Homme Sport has been tightened this year with a new campaign. The partnership brings out an interesting masculine side of a man. A boxer embracing his individuality, being present, active, and intense in the new campaign. Embodying the essence of Dior’s luxe Dior Homme Sport.
Robert Pattinson is also seen as the face of Dior’s new Icons menswear collection by creative director Kim Jones. For the recent Batman actor, this campaign brings out the masculine side of him that is softly embracing individuality.
Coach x Jennifer Lopez
This duo is not a new one, Jennifer Lopez has been an ambassador for Coach for years. The 2023 partnership was a strategic move for Coach for its Mother’s Day campaign. Strategically making use of the pop music stars’ iconic global influence.
Bringing out her superstar status, a business entrepreneur with her beauty brand, and the most resonating aspect – being a mother. The new campaign was to emphasize a mother’s strength, love, and nurturing capabilities to help her children thrive.
It was an exceptional and beautiful way for the brand to bring out the motherly side of Jennifer to connect and build a bond with mothers globally.