From Matt Dillon to Jisoo, this season’s castings reveal how brands leverage celebrity influence to make an impact on fashion's landscape.
From Matt Dillon for MCM to Jisoo at Self-Portrait, this season’s castings reveal how luxury brands leverage celebrity influence and cultural relevance to make an impact on fashion’s evolving landscape.The role of an effective brand ambassador is twofold. First, they should resonate with the brand’s target demographic while simultaneously aligning with the brand’s identity and values. High-profile ambassadors have the potential to significantly boost a campaign’s visibility and reach.
Who is the Marc Jacobs girl? She’s young, fresh-faced, and embodies a playful, confident edge. Marc Jacobs is no stranger to harnessing the power of celebrity. His previous campaigns have seen Dakota Fanning caressing the Lola bottle on Jacob’s “Oh, Lola!” in 2011, Miley Cyrus on a gloomy beach for his Spring/Summer 2014 campaign and in 2021 Kaia Gerber fronted the Daisy Marc Jacobs fragrance campaign.
Styled in a vibrant fuchsia pink ensemble and white babydoll dress, Marc Jacobs recognises Carpenter’s growing influence as a fashion persona. By strategically styling her in pieces that could fit right into her wardrobe, the brand promotes something of a symbolic relationship, allowing the consumer to believe the campaign to be effortless and not simply a marketing move.
Korean pop icon Mingyu by Pak Bae of Seventeen was recently tapped to become Dior’s latest brand ambassador. As a member of Seventeen, Mingyu brings a fresh, vibrant energy that appeals to younger demographics. Mingyu’s widespread popularity, both in Korea and internationally, aligns with Dior’s global brand presence and Mingyu’s prominence in the K-pop industry reflects broader cultural trends.
Of all the luxury labels on this list, LOEWE is something of a creative wildcard. Helmed by the critically acclaimed Jonathan Anderson, his designs highlight thought-provoking silhouettes merging art and fashion to deliver a reinterpretation of conventional norms of masculinity and femininity. His campaigns mirror the provocative yet contemporary nature of his collections and his casting choices have had a part to play in this.
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