THE CELEBRITY EFFECT
Nothing sells like star power—as these celebrities who lend their cachet and aspirational appeal to jewellery brands prove
Celebrities and influencers have completely transformed the marketing game for luxury brands. Supermodels, socialites and KOLs (not to mention their children) have the ability to shape consumer trends with every snapshot they upload onto the digital sphere, thanks to the close scrutiny it allows their followers when it comes to the products they wear and consume—from designer labels to jewellery and the creams they apply right before saying goodnight. This exposure to the big brands has naturally sparked an increased desire for luxury goods in consumers, resulting in a successful strategy for brands looking to expand their usual reach.
The impact of celebrity endorsement can perhaps be felt most strongly among young consumers, whose entry point to the realm of fine jewellery is usually a relatively accessible piece. Showing the way forward is Bvlgari brand ambassador Bella Hadid, one of the most successful model-turned-influencers on social media. When she attended the 20th anniversary party of Bvlgari’s B.Zero1 collection, pairing a red sequinned gown with a dainty B.Zero1 necklace, she showed her 30.4 million Instagram followers that party jewellery doesn’t always have to be loud to make an impression.
Tiffany & Co., too, has influenced how the young wear their jewellery. Its “There’s Only One” campaign in 2017—its first under then-new Chief Artistic Officer Reed Krakoff and lensed by fashion photography duo Inez &Vinoodh—celebrated fierce, individualist style and self-expression through the help of Elle Fanning, Zoë Kravitz and Janelle Monáe. Featuring these fresh faces in the campaign showed that the 183-year-old House still had its finger firmly on the pulse on what’s hip, hot and happening—something that its recent campaign with Kendall Jenner reiterates.
Kravitz, daughter of musician Lenny Kravitz and actress Lisa Bonet, certainly isn’t the only celebrity offspring that luxury brands have tapped. Lily-Rose Depp, darling of Hollywood actor Johnny Depp and singermodel Vanessa Paradis, was roped in by Chanel as a brand ambassador in 2015. More recently, for its Chanel No. 5 In The Snow launch party in New York City last December, she donned classic Chanel—a black tweed jacket and a printed tweed mini skirt—and kept her look simple and youthful by pairing her outfit with extremely versatile Coco Crush jewellery, setting off a trend for spunky elegance.
This celebrity obsession is unlikely to abate any time soon, especially when social media readily affords us an intimate peek into virtually every aspect of their lives. And the luxury brands that are able to successfully harness the glittering power of celebrity endorsement can look forward to reaping rich rewards. ■