The continued preponderance of celebs at the couture show in Paris this week – Sigourney Weaver, Chloë Moretz, Jessica Alba, Rosamund Pike and Noomi Rapace, among others (left) at Dior; Hilary Swank and Uma Turman at Armani; Charlene, Princess of Monaco and Olivia Munn at Versace; Rita Ora at Chanel – has got me thinking about the expectation this has raised, and how that can backfire for a brand. And no, I’m not talking about the usual problem of celebs behaving badly.
I’m talking about the fact that these relationships have become so common and so public, that now when we see a star in pretty much anything branded, there is an assumption there’s a contractual relationship there. And a contractual relationship implies approbation and shared values. At our recent Business of Luxury conference in New York, Lisa Jacobson, head of branding for United Talent Agency, said there were “maybe” five celebs in Hollywood that didn’t want a relationship with a brand, and the endorsement contract had become a significant part of most stars’ income. Read more
The first week of every year is always a week of predictions (fiscal cliff shenanigans aside, it’s generally a slow news week, what with holidays and all). Most of those I’ve seen so far have been non-controversial – Europe will continue to stagnate; there will be political turmoil in the Middle East; a sub-set of Republicans in Congress will behave badly; emerald green is the colour of the year (except please, not for ties) – which makes me wonder why, in the fashion world, no one thought to suggest what I expect will be the single most obvious trend of the year.
What is this glaring opportunity? High-end designer maternity wear.
I mean, really: what other niche is left to fill? And now that super-merchandise-movers/unpaid brand ambassadors the Duchess of Cambridge and Kim Kardashian will both be needing bump-accommodating gear, and people and paparazzi pages everywhere are guaranteed to follow and report on their every clothing choice with slavish devotion during their pregnancies, thus ensuring they will have to look chic and elegant no matter what sized basketball they have attached to their front. What better moment to launch? Read more