In an emerging trend, major fashion houses are appointing celebrities to key creative leadership roles like creative director. Brands are strategically tapping stars to take the creative helm in order to boost marketing, target specific demographics, and potentially increase sales.
Luxury brand Louis Vuitton recently named Pharrell Williams as its menswear creative director. Meanwhile, Lanvin brought on rapper Future as creative brand director. The high-profile celebrity hires mark a return to the concept of the celebrity creative director, now with a strategic focus on marketing.
According to marketing experts, brands aim to leverage celebrities’ star power and social media presence to expand reach and engagement. Celebrities like Pharrell and Future have built massive followings online, which translates to ready-made megaphones for promotion.
The appointments also allow brands to use celebrity ambassadors to connect with desired demographics. For example, Louis Vuitton can analyze audience crossover with Pharrell to target subsets such as younger luxury consumers.
Creative directors were traditionally responsible for all design and creative aspects of a fashion house. While celebrity directors today have fluid, undefined roles, their influencer status offers brands increased awareness and potential sales bumps.
The concept fell out of favor after poorly received celebrity experiments like Lindsay Lohan at Ungaro. But hip hop revived the trend as rappers and DJs like Virgil Abloh demonstrated serious fashion design chops. Now celebs are back in creative driver’s seats.
For fashion brands, having a celebrity creative director on board is a strategic marketing decision – and a highly Instagrammable one. The appointments help labels stand out and aim to win over new audiences in an increasingly competitive luxury landscape.