Big brands are increasingly betting on stars to become their image: actors, models, musicians… characters known by the general public reflect the spirit of the brand or redirect it towards new potential markets. This trend will continue to boom in 2017, but what will be the novelties?
During 2016 there was a succession of signings, sometimes surprising, as the youngest daughter of actor Will Smith, Willow Smith, chosen by Chanel to become its new brand image and where Karl Lagerfeld put his eye to make her as an ambassador. Undoubtedly, Willow’s eccentricity proves to be a faithful reflection of Coco Chanel’s phrase: “beauty begins at the moment of deciding to be oneself”. Chanel also relied on actress Kristen Stewart to represent her (though not for the first time in 2016) in its Paris in Rome collection campaign.
Willow Smith, brand image of Chanel
Kristen Stewart, Chanel Pre-Fall 2016
One of the surprises of last year was undoubtedly the choice of Karlie Kloss as image of Swarovski, who picked up the baton from Miranda Kerr, image of the brand since 2013. And although some firms like Swarovski have decided to break new ground in their collaborations, others seem to be faithful to the characters that represent them.
Karlie Kloss picks up the baton from Miranda Kerr as Swarovski’s image.
Sharon Stone and Alain Afflelou continue their relationship started two years ago, as well as Elsa Pataky, who has become the image of Women’s Secret for the third consecutive year. Last year she dared to sing the song “I’m so excited” for the spot, becoming one of the most watched of the year and this year, she dares with a sexy cabaret with choreography included. The Spanish firm Gioseppo also had Elsa for the premiere of its new image in the summer campaign and repeated, as a celebration of the 25th anniversary of the brand, in its autumn-winter 2016-2017 campaign.
Summer campaign 2016, Gioseppo
But undoubtedly, if a celebrity should be crowned as the king of collaborations with brands, it is George Clooney and his union with Nespresso for more than ten years now. The relationship with the brand is now so entrenched that it is not possible to imagine anyone taking his place. The last campaign of 2016, “Change nothing” has been, without a doubt, the most eventful adventure so far.
In latest spot, George Clooney fights tooth and nail for his coffee
The actor has been working with Nespresso for more than 10 years.
2017 has just begun and some of the novelties for the following seasons have already been announced. Among them, it stands out that of Selena Gomez, who after her forced hiatus, returns as the new ambassador of the American firm Coach. On the occasion of the 75th anniversary of the accessories brand, the actress and singer will not only lend her image but will also become a designer.
A partnership announcement that has just taken place
It is not the first time that a luxury brand uses a star to design a collection. Rihanna already became a designer when she created a whole collection of shoes for Manolo Blahnik.
The collaboration will debut during the fall season, and Stuart Vevers, executive creative director of Coach, said, “The woman I design for is genuine, honest and possesses a romantic charm combined with a calm and confident attitude. Selena embodies all of these qualities perfectly, but the fact that she has always had a passion for Coach and a strong belief in our philanthropic mission makes her a true Coach girl.
Selena will also collaborate with the Coach Foundation, which supports the U.S. organization Step Up, dedicated to helping teenagers in disadvantaged communities.
It seems that the brand has bet on Selena Gomez as a way to target a new market: the millenials. And what better way to do it than with the woman with the most followers on Instagram? Although it is not the first luxury brand that bets on a young celebrity to give new life to its image. Chanel has just released a collaboration that renews the spirit of one of its most iconic products. Lily-Rose Depp, the 17-year-old daughter of Johnny Depp and Vanessa Paradis, is now the face of Chanel Nº 5.
Another young star also becomes the image of a fashion brand, but this time, it is not about reconverting, but to strengthen its image as one of the leading brands for teenagers around the world. After Brooklyn Beckham, the Spanish athlete Marc Márquez, will be the new image of Pull & Bear for the next two years.
The biker takes on fashion design for Pull & Bear
The Inditex company has also become an official sponsor of Márquez and not only, because the 23-year-old motorcyclist is also encouraged with the design. His collection, which coincides with the casual and carefree spirit of the brand, goes on sale next spring and will include some of his personal symbols, such as the number 93 (the year of his birth) or the ant.
Other brands are betting for the new year for transgression, for going out of the expected. This is the case of the Spanish Loewe, which has selected Charlotte Rampling, 70 years old, to star in its SS17 campaign. As rare as it is to come across a woman over 40 in an ad campaign, the actress shines brightly and becomes the perfect image of the brand in the words of its creative director since 2013, J.W. Anderson. “When I joined Loewe, Charlotte Rampling was the woman. She was the person I thought was perfect for the brand,” he said.
Images of a strong and irreverent woman
The photographs show a strong, irreverent woman who combines two worlds: one that adults identify with and another that younger women can take as a model. What is clear is that beauty is not a matter of age, and Gucci has also wanted to prove it in its Cruise 2017 collection, with the 79-year-old actress Vanessa Redgrave as the protagonist.
The campaign is located in the English countryside.
Vanessa Redgrave surrounds herself with young models for Gucci campaign
In the campaign, Vanessa Redgrave shares the stage with young models and the landscapes of the English countryside. Both the commercial and the images have been made in Chatsworth Castle, whose gardens, landscapes and majestic rooms are mixed with the punk style of the 70’s that dominates the collection. Eclectic and original, one of my favorites at the moment.
