In the fierce battle for attention and against the algorithms that dominate the digital landscape, the luxury industry relies heavily on its ambassadors, and celebrities depend on luxury brands for both financial gain and strategic partnerships. Amongst the industry players, Chanel stands out as a frontrunner in celebrity management, boasting an impressive lineup of stars that includes the likes of Keira Knightley, Margaret Qualley, Vanessa Paradis, Timothée Chalamet, Caroline de Maigret, Kristen Stewart, Margot Robbie, Jennie, and many more. When it comes to managing celebrity endorsements, no one does it better than Chanel.
These pop culture icons play a crucial role as the official voices of Chanel, filling the void left by the iconic Karl Lagerfeld, and acting as a substitute for the silence of his successor, Virginie Viard. One of the keys to Chanel’s ongoing success lies in its ability to remain desirable to the ever-changing youth culture while still evolving its product offerings in a reasonable manner. To achieve this delicate balance, the brand relies on its discerning eye for selecting the perfect ambassadors who embody the “youth culture of the moment”.
Lily-Rose Depp, alongside Angèle, Jennie, and Whitney Peak, is the latest face of Chanel. Her selection seemed impeccable, considering her status as the ultimate “child of” – the daughter of a former Chanel ambassador, an influential figure on international social media platforms, and a master of the effortlessly cool rock attitude. However, her association with the ill-fated series “The Idol” led to an unexpected setback. The series was met with criticism for its unsettling portrayal of the “male gaze,” a poorly executed script, and an overly indulgent depiction of wealth. Lily-Rose’s acting prowess also came under scrutiny.
Despite the setback caused by “The Idol”, Chanel remains loyal to Lily-Rose Depp, making her the star of two major campaigns this season – Chanel Coco Neige and the Première watch. Beyond the financial benefits that come with such endorsements, Chanel serves as more than just a generous sponsor for its ambassadors. The brand provides them with incredible soft power, allowing them to maintain their public visibility, regardless of their box office successes or failures, to a certain extent. However, in Lily-Rose’s case, her social media promotion of the Coco Neige campaign only generated a modest $340,000 in Media Impact Value (MIV), according to Launchmetrics.
In conclusion, Chanel’s ability to effectively manage celebrities and harness their influence has been instrumental in its enduring success. By carefully selecting ambassadors who resonate with the youth culture and staying true to its brand image, Chanel remains both desirable and relevant in an increasingly competitive industry. Despite the challenges faced by Lily-Rose Depp and her tarnished acting reputation, Chanel’s loyalty and support continue to position her as the face of the brand in their latest campaigns.
Useful links:
– Chanel Official Website
– Launchmetrics (Media Impact Value tracking tool mentioned in the article)
