July 31 2016
The face of tomorrow
Forget about the old fashioned bourgeoise who lives in upper class neighborhoods and eats caviar on a daily basis, luxury brands are now adopting a totally different strategy in terms of renewing themselves or stay relevant in the fashion landscape. The new brand ambassadors are yes actresses, singers, but they are cool, edgy, with almost a “bad ass” attitude which shifts the way luxury is considered today and implements new beauty codes. Chanel just signed Willow Smith (daughter of actors Will Smith and Jada Pinkett) as their new brand ambassador. With her dreadlocks, and very strong personal fashion style she reverses the traditional image of the French iconic house, representing the face of tomorrow. The musical duo Ibeyi (the Diaz sisters) who made an apparition in Beyonce’s Lemonade film, also attended Chanel’s last Couture show. Last year Dior casts singer Rihanna for their campaign Secret Garden shot by Steven Klein, Zoe Kravitz, whose acting career is booming, was featured in Vogue US May 2016 issue. Ultimately those choices attract a whole new consumer, the trick being able to continue worshiping the long time relationship with an older costumer. At a time where the debate about diversity in medias and fashion is still a controversial topic, are brands now making the effort to open up to new markets or is it just a phase, a trend that will fade away as quickly as it has appeared? Only time will tell. One thing is sure, these girls bring a new and fresh perspective with their tattoos, piercing, or just the fact of being mixed or black to a formatted world confirming their new domination in the fashion game. And luxury groups can no longer ignore it.