Now more than ever, celebrities hold immense power and influence in the fashion landscape. For brands, securing the right celebrity ambassador isn’t just a win, it’s a game-changer.
With the ever-growing popularity of social media, the influence of celebrities and influencers shows no signs of slowing down. If anything, competition for the right brand ambassadors is fiercer than ever. Securing a celebrity endorsement is a smart strategic move for any brand. These stars come with built-in audiences who are already deeply engaged—closely watching not just what they’re doing but also what they’re wearing. As fashion becomes increasingly driven by digital content and social media, brand ambassadors give companies direct access to highly engaged, like-minded audiences. This makes them one of the most effective tools in expanding a brand’s reach.
Brand ambassadorships today are much more than simply supplying a celebrity with products. They are, in fact, lasting partnerships between a brand and a personality. Often, these celebrities are not just brand users—they may even become co-creators, actively shaping products and campaigns. A celebrity’s persona becomes intrinsically linked to the brand they represent, creating a perfect union of brand and personality.
One thing is clear: people trust people. Ambassador partnerships help an audience to resonate with a brand, and the more an audience engages with a brand, the more likely they are to purchase from that brand. These celebrities play a crucial role in building trust and credibility by humanising the brand and sharing their genuine experiences with the brand and, in turn, shaping the perception of their audience.
Some partnerships are so ingrained in the public consciousness that mentioning one instantly evokes the other. George Clooney and Nespresso, for example, have worked together for nearly two decades, creating an iconic duo. But these types of partnerships aren’t confined to the coffee industry alone. The fashion world has adopted the same strategy, and brands are now using celebrity endorsements to elevate their labels. Take, for example, the uproar when Jeremy Allan White, star of The Bear, was unveiled as the new face of Calvin Klein or the excitement surrounding the recent campaign featuring Bad Bunny – Both of which highlight how celebrities can create noise around a fashion brand or campaign.
Yet, brand ambassadors don’t always have to be the ‘internet boyfriends’ seen in underwear ads. Take the long-lasting partnership between Serena Williams and Nike, which has endured for years, proving that true ambassador relationships have the power to transcend trends.
Brand ambassadorships aren’t a new phenomenon; they’ve been around for quite some time, even if they weren’t always recognized as such. One of the earliest and most iconic examples in the luxury fashion world has got to be Audrey Hepburn for Givenchy. A standout moment in cinematic history is the opening scene from Breakfast at Tiffany’s, where fashion fanatic Holly Golightly eats a pastry in front of her favourite diamond store, wearing a little black dress and a five-strand pearl necklace. Audrey Hepburn became a symbol for style and elegance, thanks in part to designer Hubert de Givenchy, as he was always able to capture her essence in his couture. The collaboration between Hepburn and Givenchy set new standards, solidifying Audrey Hepburn as a timeless fashion icon for generations.
Another fashion house that has mastered the art of celebrity partnerships is Chanel. Few quotes are as famous as Marilyn Monroe’s iconic line in a 1952 interview with Life Magazine, when she was asked what she wore to bed: “Just a few drops of Chanel No. 5.” This remark, though not part of an official ambassador role, instantly linked her with the fragrance. Another notable Chanel ambassador is Keira Knightley, who became the face of the luxury brand’s fragrance and makeup range at just 22 years old.
Few fashion campaigns have been as iconic as Kate Moss for Calvin Klein in the 1990s. At just 18, the supermodel starred in the iconic minimalist, black-and-white ads that launched her into superstardom. Her cool, effortless look became synonymous with Calvin Klein’s identity, and the partnership extended across multiple campaigns over the years.
The success of these classic collaborations proves that aligning celebrities with your brand can work wonders. Naturally, brand ambassadors are as popular as ever—if not more so today.
One standout example is Zendaya, a force in fashion who’s become one of the most influential young stars. The battle for her endorsement was likely fierce, with Valentino and Louis Vuitton emerging as the winners. Zendaya’s youthful energy and timeless elegance make her the perfect fit for these luxury brands. Her red-carpet moments are the perfect backdrop for showcasing a brand’s style – after all, few do a red-carpet look quite like Zendaya.
As the lines between influencers and traditional celebrities continue to blur, brands have wasted no time recruiting the internet’s favourite stars to become their ambassadors. A prime example is Emma Chamberlain, a social media sensation turned fashion insider. From YouTube videos to becoming an ambassador for Louis Vuitton and a spokesperson for Cartier, Chamberlain is part of a new generation of digital-native talent reshaping the fashion marketing landscape. Gradually, brands are prioritizing personality and authenticity, reshaping the role of brand ambassadors. This marks a clear shift away from relying solely on traditional film stars and established celebrities, who now have to share the spotlight with these up-and-coming internet personalities.
On that note, it’s worth mentioning Sofia Richie’s close relationship with Chanel. After her wedding, which went viral on TikTok and helped popularize the clean girl aesthetic, Sofia Richie has continued to choose Chanel for major events. Notably, she worked closely with Chanel’s creative director, Virginie Viard, to create three bespoke wedding dresses, embodying the brand’s timeless elegance to a tee.
Brand ambassadorships are here to stay. Whether through long-lasting relationships with traditional stars or fresh collaborations with digital-native influencers, celebrities remain a powerful force in shaping the fashion world. As brands continue to prioritize personality-driven partnerships, the future of fashion marketing is set to be more authentic, dynamic, and inclusive than ever before.
