Powerful handshakes: from brand ambassadors to fashion "designers"

Jennie for Calvin Klein or Dua Lipa for Versace, brand ambassadors are implicitly asserting their position in the fashion field when their role does not stop at promoting products anymore.

Powerful handshakes: from brand ambassadors to fashion “designers”

After ” Jentle Garden ” with Gentle Monster, another collection named Jennie “stormed” around the fashion world, and this time the victory belonged to Calvin Klein. According to the brand, the “Jennie for Calvin Klein” collection was co-created by the BLACKPINK member, featuring her defining features such as elegant colors, mini-shapes, and body-hugging. At the same time, Versace sent the fans a bold announcement that Ambassador Dua Lipa would become a co-designer in a special collection that will be presented at Cannes on the 23rd. /5. So, since when did brand ambassadors expand their role in brand handshakes?

Stepping out of the realm of luxury fashion, the combination of celebrities and sportswear or streetwear brands that happens on a regular and regular basis has almost become a tradition. Ye x Adidas, G-Dragon x Nike, Selena Gomez x Puma… can’t count all the impressive combinations following the birth of the legendary Nike Air Jordan shoes.

Most customers can understand with each other that stars are not the ones who draw patterns or “settle the needles” to create costumes. Or do they just stop at giving ideas and contributing ideas to the design? So why is the title of a brand ambassador or global ambassador still not enough for communication plans?

First, the case of Jennie and Dua Lipa shows that “IT-Girl” now carries more power and influence towards the brand than the previous concept of the muse. No one taxes inspiration, but when the name of a certain star is also a “brand” of enormous value on digital media channels, repeating their image in designs requires a lot of attention. interference with legal contracts. This is beneficial for both sides to penetrate into different audiences and customer segments, such as “mother-fans”, and “sister-fans” with moderate income but still enough to pay a Some luxury items or “rich-kid Gen Z” have too many choices.

It must be emphasized that while celebrity endorsement is a long-standing strategy that has existed since the 1760s, it was not until the mid-twentieth century that high-end fashion houses were inherently class-oriented. It’s only the nobility and old elites that accept movie stars like Marilyn Monroe to advertise their designs, before that the royal family is the ultimate endorsement.

And it wasn’t until the early 2000s that pop stars, who were always considered “not high-end” with high-class customers, really made a foothold in the fashion industry. Even today, for older generations, this stigma still exists more or less. If in the past brands were afraid that placing their name next to young singers would erode exclusivity and status, in the digital age,

Second, if some fashion lovers are obsessed with brand logos, the fanbase is obsessed with every product that involves their idol. Music stars get a share of the profits with the publishing company for every album sold, and the same goes for fashion items with their names on them. That is when becoming a “co-designer” and the face of the collab collection itself, the star will earn money equal to the value of both creative and promotional contracts. Which plan to enrich idols better will automatically be supported by fans.

Third, according to the situation in Hollywood, most influential stars in the fashion world sooner or later try their hand at the business. Why not start lightly with a business with a luxury brand that already has resources and human resources? Rihanna, Ye, Jennifer Lopez, A$AP Rocky… all owned at least one or two collab collections before setting up a brand of their own.

If 2021 and 2022 are marked by historic handshakes between fashion houses, then 2023 is the era for “IT-Girls” to assert their echoes from social networks to fashion history.