Why do luxury brands collaborate with artists?
There are various reasons why fashion brands choose to curate a relationship with artists. Naturally, a company hires a compatible artist whose approach to creativity aligns with the brand’s mission and vision. And, on the flip side of the coin, artist management companies will reach out to fashion brands and provide sponsor incentives -that just might solidify a healthy collaboration. In truth, it is an artist’s global appeal and world concert tours that appeal to a fashion brand’s marketing team. So much so, that product release and drop dates often coincide with flashy opening nights around the world and viral trends.
With the convenience of e-retailers, fashion brands must be enticing and experiential, although the business sector is filled with market testing. In short, a tough market requires brands to test new concepts to keep up with the ever-changing consumer preferences and industry shifts.
The name of the game today is about how to make the most of the big brand moments! By telling your organization’s story, these collaborations usually result in limited-edition pieces that are instantly sought-after for purchase. But, truth be told, the people purchasing the limited-edition pieces are all too often collectors and investors. Yes, you heard that right. Just like concert tickets, fashion collaborations have a value that accelerates immediately after purchase. Today, there is a big business and unique opportunities for investors to acquire limited and valuable pieces.
Today, business executives are in conversation with talent leaders to discuss how brands can turn celebrity partnerships into sales and long-term customer loyalty.
When it comes to luxury influencer marketing, high-end brands work with the most prominent influencers to help promote their luxury goods in a natural way that drives engagement, and accelerates brand awareness while giving a relevant face to who the brand’s consumer is today. For example, Gen Z consumers are concerned with social and environmental issues.
Truth be told, luxury fashion houses are well aware of the enormous influence that artists have on attracting new customers and creating social media buzz. But as I mentioned before, the artists capitalize on the collaborations by finding the best ways to express themselves through multiple swim lanes – often outside of the music realm. For decades now, music, fashion, film, and lifestyle have grown more closely interconnected. The result of this newly founded interconnectivity brings artists and fashion houses closer to the audience.
Stylelujo.com takes a look at some of the biggest names in film and music and their affiliations with luxury fashion brands.
FENDI x JONAS BROTHERS:
American multi-awards winner pop band Jonas Brothers wore Custom FENDI Men’s Spring/Summer 2024 looks during the Boston stage of their sold-out World tour.
ARMANI BEAUTY X SADIE SINK:
Armani beauty recently announced actress Sadie Sink as the newest Global Ambassador. Sadie Sink will embody Armani make-up and will also star in the upcoming new SÌ EAU DE PARFUM INTENSE campaign film alongside Armani beauty Global Ambassador Cate Blanchett.
To me, Sì embodies both reason and emotion. It is an invitation to be passionate and free and to commit to total self-expression. And I see this in Sadie Sink, a talented young actor who said yes to her passion for film and acting at a tender age and whose commitment has seen her dream come true”, said Giorgio Armani.
Sadie Sink added: “I am very happy to represent Armani beauty, a brand that is in line with my approach of natural and inner beauty to feel confident and empowered. I have been using the brand products on set for years now, so it feels natural to collaborate together.”
Sadie Sink has rapidly established herself as one of Hollywood’s rising stars. She garnered global recognition for her breakout role in the critically acclaimed Netflix hit series STRANGER THINGS, released in 2017 and now entering its fifth and final season.
Sadie Sink will appear in Armani beauty makeup campaigns for the brand’s foundation and lip color ranges from fall 2023. She will also front in the new SÌ EAU DE PARFUM INTENSE campaign film, directed by Amber Grace Johnson and led by Armani beauty Global Ambassador Cate Blanchett, who is featured alongside a cast of powerful women.
Versace X Korean K-Pop sensation Hyunjin:
Versace announces Korean K-Pop sensation Hyunjin as Global Brand Ambassador.
Hyunjin is a multi-hyphenate talent from the South Korean boy group, Stray Kids. He is admired for his numerous artistic talents including his unique and captivating performance skills as a dancer, rapper, and vocalist of Stray Kids, and his passion for drawing and painting.
“I am delighted Hyunjin is joining the Versace family. I am constantly inspired by new voices defining culture around the world and for me Hyunjin has great new energy and creativity. I love his confidence and freedom of expression. He is a true Versace man.” — Donatella Versace
“I’m so excited to be starting my Versace journey as a global ambassador and to make beautiful moments together. I am both inspired and honoured to play a part in the House’s truly amazing heritage, and that Donatella believes I have the Versace attitude! I’m filled with anticipation and can’t wait to experience the artistic synergy with Donatella” — Hyunjin
Hyunjin will star in his first campaign for the House as the face of the Versace Holiday 2023 image and video campaign, which will launch in November this year.
Coach x Youngji Lee:
Coach recently announced its new global ambassador, Korean artist, and rapper Youngji Lee. In celebration of this partnership, she will be featured in our upcoming Fall 2023 campaign.
Youngji Lee captures and embodies Coach’s Courage to Be Real message of embracing all aspects of who you are with confidence to inspire others to do the same. Youngji Lee taught herself rap at a young age and then proceeded to rise to prominence after winning multiple South Korean reality shows such as “High School Rapper” in 2019 and “Show Me the Money” in 2022, becoming the first female rapper to win.
NICOLE + FELICIA:
NICOLE + FELICIA X TAYLOR SWIFT:
Couture designers NICOLE + FELICIA created this custom gown for singer TAYLOR SWIFT for her performance onstage at her “Taylor Swift | The Eras Tour”, in Swift City, ERAzona (Glendale, Arizona).
Paul Smith x Matt Smith:
The British actor will front Paul Smith’s upcoming AW23 and SS24 campaigns, wearing classic tailoring and the designer’s iconic Signature Stripe. The Doctor Who, The Crown, and House of Dragon star was a natural fit for the British brand, and recently joined Paul at his SS24 Paris men’s show in June.
Inspired by the simplicity of black and white Paul Smith campaigns from the 1990s, the AW23 campaign features Matt Smith wearing classic Paul Smith tailoring – including the designer’s well-known A Suit To Travel In.
Playing on their shared last name, Paul himself also makes an appearance in the campaign alongside Matt, in a shot designed to replicate one from Paul Smith’s Spring/Summer 1994 campaign. The AW23 collection, offers new interpretations of tailoring alongside a contemporary take on heritage fabrics.
“Paul Smith has provided classic, inventive, and colorful tailoring for years. At its heart is the brilliant legend that is Paul Smith himself. To work with him and get to know him personally has been a complete honor. He continues to push boundaries in life and art making Paul Smith a consistently iconic British brand. Not to mention utterly stylish.”– Matt Smith
Beyoncé wearing the AQUAZZURA Olie Plateau 115 during the Renaissance World Tour.