{"id":5314,"date":"2019-07-29T10:28:20","date_gmt":"2019-07-29T04:58:20","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=5314"},"modified":"2024-03-14T15:42:06","modified_gmt":"2024-03-14T10:12:06","slug":"when-fashion-houses-are-powered-by-celebrity-lines","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/when-fashion-houses-are-powered-by-celebrity-lines\/","title":{"rendered":"When Fashion Houses Are Powered By Celebrity Lines"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">7<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">Fans of the singer Robyn Rihanna Fenty, better known as Rihanna have been crying themselves hoarse for the last three years asking her <\/span><a href=\"https:\/\/people.com\/music\/rihanna-trolls-fans-want-album-love-hip-hop-meme\/\"><span style=\"font-weight: 400;\">to release an album<\/span><\/a><span style=\"font-weight: 400;\">. But they have a long wait ahead as the Barbadian musician is in business mode right now.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In May this year, the singer asked her followers on social media to \u2018<\/span><a href=\"https:\/\/twitter.com\/rihanna\/status\/1130941675587735552\"><span style=\"font-weight: 400;\">make room in your closets\u2019<\/span><\/a><span style=\"font-weight: 400;\"> with the announcement of her brand Fenty\u2019s luxury clothing label. The singer <\/span><a href=\"https:\/\/www.retaildive.com\/news\/rihanna-joins-luxury-group-lvmh-with-fenty-launch\/554630\/\"><span style=\"font-weight: 400;\">designed this line in partnership<\/span><\/a><span style=\"font-weight: 400;\"> with French luxury brand LVMH Mo\u00ebt Hennessy Louis Vuitton.\u00a0<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">make room in your closets. <br \/>we coming <a href=\"https:\/\/twitter.com\/fentyofficial?ref_src=twsrc%5Etfw\">@FENTYofficial<\/a> <a href=\"https:\/\/t.co\/GSpWS6LyWe\">https:\/\/t.co\/GSpWS6LyWe<\/a> \u203c\ufe0f <a href=\"https:\/\/t.co\/T31CH1zBR6\">pic.twitter.com\/T31CH1zBR6<\/a><\/p>\n<p>&mdash; Rihanna (@rihanna) <a href=\"https:\/\/twitter.com\/rihanna\/status\/1130941675587735552?ref_src=twsrc%5Etfw\">May 21, 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">This piece of news shook the fashion industry because it is nothing short of a genius marketing coup for LVMH. Her previous endeavour with the French conglomerate, the Fenty Beauty line, positively disrupted the beauty industry and created a <\/span><a href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/an-overview-of-beauty-industry\/\"><span style=\"font-weight: 400;\">social revolution<\/span><\/a><span style=\"font-weight: 400;\">. It won\u2019t be an exaggeration to say that anything the singer touches turns into gold. Therefore, while the Fenty Maison marks Rihanna\u2019s entry into the luxury sector, it is LVMH that scored a deal that most luxury labels would have loved to seal.\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cEverybody knows Rihanna as a wonderful singer, but through our partnership at Fenty Beauty, I discovered a true entrepreneur, a real CEO, and a terrific leader. She naturally finds her full place within LVMH. To support Rihanna to start up the Fenty Maison, we have built a talented and multicultural team supported by the Group resources,\u201d <\/span><\/p><\/blockquote>\n<p><a href=\"https:\/\/www.lvmh.com\/news-documents\/news\/lvmh-announces-the-fast-approaching-launch-of-a-new-luxury-maison-developed-by-robyn-rihanna-fenty\/\"><span style=\"font-weight: 400;\">stated<\/span><\/a><span style=\"font-weight: 400;\"> Bernard Arnault, Chairman, and CEO of LVMH while announcing their partnership.\u00a0<\/span><\/p>\n<h2><b>Beyond Endorsers And Ambassadors<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Collaborating with celebrities isn\u2019t a new marketing strategy for fashion brands. Nearly every famous actress or model has a signature fragrance with their picture and autograph stamped on the bottles.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, what is new is that famous names have transitioned from being props and faces to becoming co-creators and stakeholders. They not only share the profits but also the risks and flak. Companies, especially luxury brands, are leveraging the reach of celebrities to break the geographical, cultural, gender and racial barrier in the most efficient and profitable manner.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This isn\u2019t true for every celebrity that joins forces with a brand. It takes a special kind of connect with consumers that enable big fashion houses and luxury labels to build personality-driven independent brands that would last longer than the fireworks on the 4<\/span><span style=\"font-weight: 400;\">th<\/span><span style=\"font-weight: 400;\"> of July.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rihanna is one such celebrity.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The singer is called the<\/span><a href=\"https:\/\/fashionunited.com\/news\/fashion\/rihanna-named-world-s-most-marketable-celebrity\/201601189830?_ga=2.4078707.259602843.1563292332-584884017.1563292332\"><span style=\"font-weight: 400;\"> world\u2019s most marketable celebrity<\/span><\/a><span style=\"font-weight: 400;\">; all her brand associations are proof of it. In 2016, the colourful Creepers line of Puma Fenty by Rihanna sneakers <\/span><a href=\"https:\/\/time.com\/4350882\/rihanna-puma-sneakers-sold-out\/\"><span style=\"font-weight: 400;\">sold out in flat 35 minutes<\/span><\/a><span style=\"font-weight: 400;\">! Her Savage X Fenty lingerie line with 40 pieces too <\/span><a href=\"https:\/\/www.teenvogue.com\/story\/rihanna-savage-x-fenty-lingerie-collection-first-look\"><span style=\"font-weight: 400;\">sold out quickly<\/span><\/a><span style=\"font-weight: 400;\"> when it was launched in May 2018. And the <\/span><a href=\"https:\/\/wwd.com\/business-news\/financial\/rihanna-fenty-beauty-sales-on-track-to-outstrip-kylie-jenner-cosmetics-kim-kardashian-beauty-11127361\/\"><span style=\"font-weight: 400;\">success story of Fenty Beauty<\/span><\/a><span style=\"font-weight: 400;\"> has exceeded everyone\u2019s expectations and predictions.\u00a0<\/span><\/p>\n<figure id=\"attachment_5316\" aria-describedby=\"caption-attachment-5316\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5316\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/fenty-beauty-by-rihanna-group-shot-226x300.jpg\" alt=\"\" width=\"750\" height=\"998\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/fenty-beauty-by-rihanna-group-shot-226x300.jpg 226w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/fenty-beauty-by-rihanna-group-shot.jpg 400w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5316\" class=\"wp-caption-text\">Source: WWD<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">According to a report<\/span><span style=\"font-weight: 400;\"> released by Slice Intelligence, Fenty makeup loyalists spend more than other celebrity makeup brand users. The report <\/span><a href=\"https:\/\/fashionunited.uk\/news\/fashion\/why-do-rihanna-s-fashion-and-beauty-lines-sell-more-than-those-of-other-celebrities\/2018062930478\"><span style=\"font-weight: 400;\">states<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cFenty buyers spend 438 US dollars a year on makeup. The Kat Von D shopper base spends 365 US dollars per year in the cosmetic category; Kim Kardashian buyers spend 317 US dollars, and Kylie Jenner buyers spend roughly 198 US dollar per year in the category.\u201d<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">It is not just her magnetic personality and smooth voice that attracts loyal buyers. Rihanna\u2019s ethics and beliefs are the primary reasons why her fans are most likely to buy the products that she endorses compared to other big names. She demands inclusivity and <\/span><a href=\"https:\/\/www.instagram.com\/p\/ByK37N5nDTE\/\"><span style=\"font-weight: 400;\">promotes it with great aplomb<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\"> \u201cI didn\u2019t care how long it took, I was going to make sure that we covered most skin tones. Diversity and inclusivity are important to the brand,\u201d <\/span><\/p><\/blockquote>\n<p><a href=\"https:\/\/www.harpersbazaar.com\/celebrity\/latest\/a27727597\/rihanna-net-worth\/\"><span style=\"font-weight: 400;\">emphasized<\/span><\/a><span style=\"font-weight: 400;\"> Rihanna ahead of Fenty Beauty\u2019s launch.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">She has been able to produce products that are diverse, inclusive, and personalized. This is why she is a global star and the <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=Y_aRPHi3YMI\"><span style=\"font-weight: 400;\">richest female musician<\/span><\/a><span style=\"font-weight: 400;\"> who enjoys unwavering support.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When her Harper\u2019s Bazaar cover <\/span><a href=\"https:\/\/edition.cnn.com\/style\/article\/rihanna-harpers-bazaar-china-intl-hnk\/index.html\"><span style=\"font-weight: 400;\">sparked cultural appropriation debate<\/span><\/a><span style=\"font-weight: 400;\">, her fans in China filled the micro-blogging site Weibo with positive comments in her support. And the biggest benefiters are brands like LVMH and Puma.\u00a0<\/span><\/p>\n<figure id=\"attachment_5317\" aria-describedby=\"caption-attachment-5317\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5317\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-29-at-3.11.42-PM-300x219.png\" alt=\"\" width=\"750\" height=\"547\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-29-at-3.11.42-PM-300x219.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-29-at-3.11.42-PM-768x561.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/Screenshot-2019-07-29-at-3.11.42-PM.png 811w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5317\" class=\"wp-caption-text\">Source: Instagram<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">For instance, Arnault recently dethroned Bill Gates to <\/span><a href=\"https:\/\/www.forbes.com\/sites\/luisakroll\/2019\/07\/18\/frances-bernard-arnault-is-now-worlds-second-richest-person\/#1\"><span style=\"font-weight: 400;\">become the world\u2019s second richest person<\/span><\/a><span style=\"font-weight: 400;\">. He is worth $107.6 billion right now, which puts him ahead of Gates by more than $200 million. In 2019 alone, the French business magnate <\/span><a href=\"https:\/\/economictimes.indiatimes.com\/magazines\/panache\/bill-gates-no-longer-worlds-second-richest-lvmhs-arnault-climbs-to-no-2\/articleshow\/70274528.cms\"><span style=\"font-weight: 400;\">added $39 billion<\/span><\/a><span style=\"font-weight: 400;\"> to his wealth, which is a record on its own. The reason behind the sudden increase in net worth is LVMH\u2019s flourishing business. And LVMH is growing exponentially <\/span><a href=\"https:\/\/www.forbes.com\/sites\/luisakroll\/2019\/07\/18\/frances-bernard-arnault-is-now-worlds-second-richest-person\/#10e61b137993\"><span style=\"font-weight: 400;\">because of its partnerships<\/span><\/a><span style=\"font-weight: 400;\"> with Rihanna \u2013 Fenty Beauty and Fenty Maison, Stella McCartney and others.\u00a0<\/span><\/p>\n<h2><b>Cracking The Gen Z Code<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">While luxury labels like LVMH are tying up with relatable famous names to enhance its presence, premium clothing labels like <\/span><a href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/tommy-hilfiger-american-global\/\"><span style=\"font-weight: 400;\">Tommy Hilfiger<\/span><\/a><span style=\"font-weight: 400;\"> have used this marketing strategy to connect with the <\/span><a href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/generational-impact-on-retail\/\"><span style=\"font-weight: 400;\">new age consumers<\/span><\/a><span style=\"font-weight: 400;\"> of today\u2019s digital world.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When American designer Tommy Hilfiger was concerned about connecting with the youth, he turned to model Gigi Hadid. Hilfiger believed that the model\u2019s personality matched his brand\u2019s values.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the past, many celebrities have graced Tommy Hilfiger\u2019s campaigns as brand ambassadors. But Hadid was the first celebrity model who co-designed a collection and was identified as a designer along with Hilfiger.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This resulted in Tommy X Gigi collection, which was unveiled in 2016. The traffic on the company\u2019s website <\/span><a href=\"https:\/\/www.harpersbazaar.com\/fashion\/designers\/news\/a18411\/gigi-hadid-tommy-hilfiger-spring-2017\/\"><span style=\"font-weight: 400;\">increased by 900%<\/span><\/a><span style=\"font-weight: 400;\"> in 48 hours of the launch and Hilfiger\u2019s online &amp; offline sales doubled. More than 70% of these visitors were new, which is an enviable customer engagement figure in this digital world that even Hilfiger hadn\u2019t expected.\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cWe engaged with Gigi Hadid at the beginning of her trajectory, and I think it was just a feeling that we had that this girl was going to be beyond what any other model or any other &#8216;It&#8217; girl could be. If you go with your gut in this business, sometimes it works, sometimes it doesn&#8217;t work. This time it worked beyond our expectations. Way beyond,\u201d <\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Hilfiger <\/span><a href=\"https:\/\/www.hellomagazine.com\/fashion\/news\/2017091957985\/tommy-hilfiger-success-of-tommy-x-gigi-collection-was-way-beyond-my-expectations\/\"><span style=\"font-weight: 400;\">shared<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<figure id=\"attachment_5318\" aria-describedby=\"caption-attachment-5318\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5318\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/gigitommy21-225x300.jpg\" alt=\"\" width=\"750\" height=\"1000\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/gigitommy21-225x300.jpg 225w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/gigitommy21-768x1024.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/gigitommy21.jpg 800w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5318\" class=\"wp-caption-text\">Source: Evening Standard<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Many items from the 2017 Tommy X Gigi collection <\/span><a href=\"https:\/\/www.inquisitr.com\/3977801\/tommy-hilfiger-x-gigi-hadid-breaking-all-records\/\"><span style=\"font-weight: 400;\">were sold out<\/span><\/a><span style=\"font-weight: 400;\"> even before the runway show. As the Gen Zs devoured everything that Hadid created, more and more brands like <\/span><a href=\"https:\/\/www.elle.com\/uk\/fashion\/celebrity-style\/a25119539\/gigi-hadid-reebok-collection\/\"><span style=\"font-weight: 400;\">Reebok<\/span><\/a><span style=\"font-weight: 400;\"> and Puma signed her up.<\/span><\/p>\n<h2><b>Riding Unicorns<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Before Hadid, it was super model Kate Moss who helped to revive a clothing label purely on her own merits and fashion aesthetics.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moss\u2019 <\/span><a href=\"https:\/\/graziadaily.co.uk\/fashion\/news\/kate-moss-topshop-collaboration\/\"><span style=\"font-weight: 400;\">2007 capsule collection<\/span><\/a><span style=\"font-weight: 400;\"> for British fashion retailer Topshop is relevant even today, in 2019. The pieces she recreated, like the yellow off-shoulder dress, flapper dress, metallic maxi, floral mini dress and the iconic red column dress, sold out in minutes.\u00a0<\/span><\/p>\n<figure id=\"attachment_5319\" aria-describedby=\"caption-attachment-5319\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5319\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/yellow-one-shoulder-dress-169x300.jpg\" alt=\"\" width=\"750\" height=\"1334\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/yellow-one-shoulder-dress-169x300.jpg 169w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/07\/yellow-one-shoulder-dress.jpg 506w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5319\" class=\"wp-caption-text\">Source: Grazia<\/figcaption><\/figure>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cThis was 2007, after all, when we all wanted to dress like, look like and BE Mossy. The woman was single-handedly responsible for the rash of waistcoats \u2013 each one equally reminiscent of a magician at a suburban kids\u2019 party \u2013 that sullied the British high street in the same year. There\u2019s no question that Kate \u2013 the best possible advert for her own designs \u2013 was a marketing coup,\u201d <\/span><\/p><\/blockquote>\n<p><a href=\"https:\/\/graziadaily.co.uk\/fashion\/news\/kate-moss-topshop-collaboration\/\"><span style=\"font-weight: 400;\">stated<\/span><\/a><span style=\"font-weight: 400;\"> Grazia.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For high-end shoe brand Manolo Blahnik, it was Sarah Jessica Parker and for sportswear brand Adidas, it is rapper Kanye West who is acting as a game-changer like Moss was for Topshop.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After the success of Sex and the City, Parker could have easily launched a mass-produced affordable shoe brand and minted millions. But like her character in the show \u2018Carrie Bradshaw\u2019, Parker appreciates the finer things in life even it meant it came with a heavy price tag.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This attitude of selected famous figures is allowing labels like Manolo Blahnik to become home to independent &amp; successful ventures within their umbrella brand. By becoming stakeholders in the company, celebrities work with luxury labels at every step instead of merely lending their name during the launch. They are able to maintain the exclusive nature of their legacy without diluting it.\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cMy business partner, George Malkemus (former president of Manolo Blahnik USA), and I\u2026 We share a lot of the same fashion references and find a common inspiration in the late seventies. I think that\u2019s why we have worked so hard to invest in the single sole with color and femininity but with strength. We source a lot of images from that particular period, and while there are things that we take into consideration like proportions, we really try to understand the feel of the piece,\u201d <\/span><\/p><\/blockquote>\n<p><a href=\"https:\/\/artfulliving.com\/sarah-jessica-parker-interview\/\"><span style=\"font-weight: 400;\">explained<\/span><\/a><span style=\"font-weight: 400;\"> Parker when asked about references used while creating the shoe.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Amongst the sneakers\u2019 brands, West\u2019s Yeezy is one of the most profitable collections designed by a celebrity. The business achieved unicorn status by crossing <\/span><a href=\"http:\/\/www.thefashionlaw.com\/home\/kanye-wests-yeezy-venture-is-worth-1-billion-and-growing\"><span style=\"font-weight: 400;\">$1 billion<\/span><\/a><span style=\"font-weight: 400;\"> in valuation.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is West\u2019s influence on the masses, his eccentric personality and the unique marketing style that has made Yeezy a cult brand. Sneakerheads <\/span><span style=\"font-weight: 400;\">wait with bated breath<\/span><span style=\"font-weight: 400;\"> for the new collection to drop. And it is nearly impossible to get your hands on new Yeezys, even in the <\/span><a href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/stockx-on-trading-consumer-goods\/\"><span style=\"font-weight: 400;\">resale sneaker market.<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cThe Yeezy team is embedded into culture &#8211; art as well as pop &#8211; and are not afraid to play with those codes in their marketing efforts\u2026 Yeezy&#8217;s marketing approach is effective because it balances exclusivity (art, celebrities) alongside mass. <\/span><span style=\"font-weight: 400;\">His campaigns are creative artistic expressions while <\/span><span style=\"font-weight: 400;\">his distribution strategies are mass,&#8221; <\/span><\/p><\/blockquote>\n<p><a href=\"https:\/\/www.businessinsider.in\/Kanye-Wests-secret-to-building-a-footwear-empire-to-compete-with-Nike\/articleshow\/63931621.cms\"><span style=\"font-weight: 400;\">averred<\/span><\/a><span style=\"font-weight: 400;\"> founder of a digital agency, <\/span><span style=\"font-weight: 400;\">Quynh Mai<\/span><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The common thread connecting all, be it Rihanna, Hadid, West, Moss, or Parker, is their strong personalities, distinct fashion sense, sharp business acumen, and entrepreneurial spirit. As the attention span of consumers is decreasing, luxury fashion houses and high-street premium clothing brands greatly benefit from celebrities that are authentic and are willing to walk an extra mile.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The State of Fashion 2019 <\/span><a href=\"https:\/\/www.mckinsey.com\/~\/media\/McKinsey\/Industries\/Retail\/Our%20Insights\/The%20State%20of%20Fashion%202019%20A%20year%20of%20awakening\/The-State-of-Fashion-2019-final.ashx\"><span style=\"font-weight: 400;\">report<\/span><\/a><span style=\"font-weight: 400;\"> stated how the way consumers of today get inspired has changed drastically. In the past, brand communication through magazines and in-store assistants was enough to connect with buyers. But now \u2018consumers turn to a much wider range of inspirations, from social media, celebrities, and influencers, to spotting an attractive look on the street.\u2019<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Needless to say, celebrity-powered personality-driven partnerships are on a rise.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">7<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Fans of the singer Robyn Rihanna Fenty, better known as Rihanna have been crying themselves hoarse for the last three years asking her to release an album. But they have a long wait ahead as the Barbadian musician is in business mode right now.\u00a0 In May this year, the singer asked her followers on social  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":5324,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[143],"tags":[334,333,260,335],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>When Fashion Houses Are Powered By Celebrity Lines | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"With decreasing consumer&#039;s attention span, luxury fashion houses are looking to benefit from partnering with celebrities who are authentic and bold.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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