Is fashion fully emerging in celebrity culture? How does it affect the relationship with actual clients? Do they (either) care?
I know someone who buys couture. Last January, she tried to order three pieces from one of the most successful collections of the season. She was told that the brand currently works only with celebrities, making outfits for red carpet and promotional events. This became evident during the MET GALA, where the brand dominated the carpet with well-prepared and focused designs.
South Korean actors and pop stars are in huge demand. Yesterday, Gong Yoo became the new ambassador for Louis Vuitton. The actor is not new to the house; in 2017, he was already the face of the LV Tambour Horizon watch. However, there is preparation for a new drama he might star in with Song Hye Kyo (brand ambassador for Fendi), which is projected to generate significant buzz. LV is closely monitoring the Korean drama scene.
A few days ago, a grandiose Vogue World event took place at Place Vendome, signaling the start of the Olympics in Paris, with fashion highlighted (LVMH is a sponsor of the games). The guests were the usual figures: Gigi Hadid, Kendall Jenner, Pharrell Williams, etc. The setting was familiar—a well-edited circle of "friends" personally picked by Anna Wintour. With print losing its importance, Vogue is seeking a replacement platform, leaning towards "exclusivity." A lucky few, usually the same people, are deemed important in Ms. Wintour's eyes.
The idea is clear. There is only one question: does anyone besides a few fashion enthusiasts care? In my opinion, the number one fashion magazine in the world should be an ambassador of fashion, making people excited and integrating it into people's lives—not just the lives of a few Gigis...
#wwd #bof #fashion Vogue
Wholesale & License Marketing Supervisor at LOEWE (LVMH Group)
7moAmazing!! 🍒