Celebrity fashion campaigns: What Ariana Grande, Will Smith, Kate Moss, and other stars bring to the table
Celebrity fashion campaigns are, for all their prettiness, pretty transactional. Stars sprinkle charismatic pixie dust on aloof fashion labels, and in return, brands paint celebrities with a lacquer of sophistication. But that doesn't mean that all partnerships are cynical money moves. Brands select their famous representatives (*cue Elmer Fudd voice*) vewy, vewy carefully — most of the time, at least. Below, our field guide to celebrity fashion campaigns in all their different guises.
It Girls are, at any given moment, wildly influential in their careers and on social media. Crucially, they haven't been locked down as brand ambassadors yet... And are ripe for the picking.
If you're courting insider cred, book thee a living fashion legend. Iconic supermodels (preferably of '90s vintage) and editors may not generate movie star levels of hysteria, but you'll score plenty of brownie points with industry watchers overjoyed by rare sightings of fond favourites.
The public is obsessed with fame and its apparent heredity, ensuring that campaigns featuring relations of the already-famous (e.g. Kate Moss's half-sister Lottie, Uma Thurman's daughter Maya, and Cindy Crawford's daughter Kaia Gerber) go viral. This season's most splashy arrival? Hennessy Carolina, the newly-minted face of Moschino and sister of Cardi B.
These out-of-left-field picks are surprising because they belong to demographics not typically considered 'fashionable'. Think older women (our forever icon Susan Sarandon) and men in Hollywood (where, despite liberal pretensions, people have generally treated fashion as an effeminate interest).
Buro 24/7 Selection