The function of an effective brand ambassador has two main aspects. First, they must connect with the brand’s intended audience while also reflecting the brand’s identity and core values. High-profile ambassadors can greatly enhance a campaign’s visibility and reach. Their cultivated media presence, social media followers, and planned public appearances all contribute to consumers feeling they receive genuine endorsements. Ultimately, ambassadors who resonate culturally can aid a brand in engaging with existing trends and issues by providing innovative viewpoints and ensuring the brand stays aligned with the shifting cultural dynamic. From MCM’s charismatic choice of Matt Dillon and Loewe’s suave Daniel Craig to Marc Jacobs’ pick of Sabrina Carpenter and Self-Portrait’s elegant Jisoo, the casting choices in this season’s fashion campaigns showcase a strategic combination of star power and brand identity.
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Marc Jacobs
What defines the Marc Jacobs girl? She is youthful, fresh-faced, and embodies a playful confidence. Marc Jacobs often harnesses celebrity power effectively. His past campaigns featured Dakota Fanning (notoriously) holding the Lola bottle in Jacob’s “Oh, Lola!” back in 2011, Miley Cyrus on a dreary beach for the Spring/Summer 2014 campaign, and in 2021, Kaia Gerber starred in the Daisy Marc Jacobs fragrance promotion. Currently, Sabrina Carpenter, whose song “Espresso” has been dubbed the summer anthem of 2024, confidently joins this elite group of ambassadors. Marc Jacobs, or more accurately his marketing team, understands the significance of leveraging star power and casting emerging starlets on the brink of fame. In 2014, Miley Cyrus was transitioning away from her former “Disney Channel” image, while in 2021, Kaia Gerber was solidifying her status as a true supermodel. Now, Sabrina Carpenter headlines Marc Jacobs’ pre-fall 2024 campaign, photographed by Carin Backoff as she poses with the Sack Bag, initially showcased during the Autumn/Winter ’22 runway.
Wearing a bright fuchsia ensemble and a white babydoll dress, Marc Jacobs acknowledges Carpenter’s growing influence in fashion. By strategically dressing her in pieces suitable for her own wardrobe, the brand fosters a symbolic connection, leading consumers to view the campaign as effortless rather than merely a promotional tactic.
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Dior
Korean pop sensation Mingyu from Seventeen has been named Dior’s newest brand ambassador. As a Seventeen member, Mingyu injects youthful, dynamic energy appealing to younger audiences. His immense popularity, both domestically and globally, corresponds with Dior’s expansive brand reach. Mingyu’s prominence in the K-pop realm mirrors broader cultural movements. According to Dior, he “embodies the spirit and uniqueness of the ‘Dior Allure,’ constantly redefined by Kim Jones, the artistic director for menswear collections at the house.
Fendi
Fendi’s recent campaign smartly chose two rising stars. By showcasing the maison’s global menswear ambassadors, British actor Nicholas Galitzine and Chinese actor Zhang Ruoyun, Fendi effectively targets two distinct yet essential demographics globally. Galitzine is currently soaring following recent Hollywood successes, including the Prime Video film “The Idea of You” featuring Anne Hathaway and the Sky original series “Mary & George” alongside Julianne Moore. Ruoyun is known for his famous roles in “Qing Yu Nian,” “Sword, Snow, Stride,” “Ordinary Greatness,” and “The Hope,” and will next be featured in “Evacuate From The 21st Century.” This campaign further strengthens the talents’ ties with Fendi, following their recent participation in the Men’s Fall/Winter 2024/25 Show in Milan.
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Gucci
Gucci welcomed Gulf Kanawut Traipipattanapong as its latest brand ambassador this March. This development corresponds with Bangkok’s ascendance as a notable fashion hub in Southeast Asia, with Thai celebrities increasingly recognized by fashion brands. Gulf has established himself in the Thai entertainment sphere, earning numerous accolades for his roles in film and television, including “Rising Star” and “Best Young Actor.” In addition to acting, he is widely appreciated for his unique style, fashion sense, and lifestyle choices, according to Gucci. Gulf becomes the second Thai brand ambassador for the House, following the recent appointment of Thai actress Davika Hoorne, who represents both Gucci and Gucci Beauty.
MCM
MCM’s Autumn/Winter 24 campaign, titled “From München to Mars,” features renowned actor Matt Dillon alongside the talented Zelda Adams. Captured by acclaimed photographer Collier Schorr, the campaign delivers a bold and artistic reimagining of MCM’s iconic motifs, celebrating the brand’s innovative essence and its German engineering legacy since 1976. The selection of Matt Dillon is particularly insightful, as his recent role portraying Marlon Brando in Maria aligns with MCM’s upscale image and boosts the campaign’s allure via Dillon’s ties to classic cinema and powerful screen presence. Collaborating with Dillon and Zelda Adams underscores MCM’s dedication to boundary-pushing creativity while leveraging Dillon’s cultural significance to amplify the brand’s visibility in the modern fashion landscape.
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Self-Portrait
Jisoo is the newest face of Self-Portrait. This partnership marks a significant milestone as it’s the first time Self-Portrait has collaborated with a musician to lead its campaigns. Photographed by Yoon JiYong, the campaign is seen as “a natural next step” by Han Chong, founder and creative director of Self-Portrait, who has previously dressed her both on and off stage. “I aimed to highlight her beauty, both inwardly and outwardly, in this initial series of portraits we shot together in Seoul,” he shared.
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Loewe
Among the luxury brands listed, LOEWE stands out as a creative outlier. Led by the acclaimed Jonathan Anderson, whose designs emphasize compelling silhouettes merging artistry with fashion, he reshapes conventional ideas of masculinity and femininity. His campaigns reflect the contemporary, provocative essence of his collections and his casting choices contribute significantly. With a distinctly British flair, Anderson demonstrates elements of his roots in his campaigns. For the Fall Winter 2024 pre-collection campaign, he selected a diverse range of artists and creatives, placing them in the miniaturized settings of Bekonscot Model Village to play with the proportions of clothing production versus image creation. As noted in the press materials, the whimsical scenarios are contrasted with the dry, contemplative expressions of the participants. Kit Connor (featured below) is depicted sinking into a pond, lending a documentary feel and subtle humor to the imagery. The Fall Winter 24 campaign, photographed by David Sims, features actor Daniel Craig. His pose deviates from what audiences might typically associate with him as the suave James Bond, showcasing a more playful and enigmatic demeanor. This approach aimed to explore how characters and their attire are closely intertwined while allowing Craig to reinvent his image in front of the lens.
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Louis Vuitton
Rianne van Rompaey leads Louis Vuitton’s Fall 2024 campaign. Previously chosen by Nicolas Ghesquière to conclude his 10th-anniversary showcase at the Fall 2024 collection show during Paris Fashion Week in March, she now collaborates with the creative vision of David Sims and Ghesquière to display a range of vintage Louis Vuitton trunks alongside a chandelier crafted by renowned artist Philippe Parreno. The Dutch beauty encapsulates Ghesquière’s muse and represents the elegance and sophistication of the Maison, marking a fitting conclusion to his decade-long journey with the luxury brand.
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