Givenchy, the luxury fashion house, has made an exciting announcement regarding its new brand ambassador. The esteemed fashion house has chosen none other than Ariana Grande to represent their brand. This strategic decision by Givenchy showcases their focus on influencer marketing and their recognition of Grande’s strong and independent personality.
At just 25 years old, Ariana Grande joins Givenchy’s family of brand ambassadors as the first ambassador appointed under the leadership of Artistic Director, Clare Waight Keller. This selection aligns perfectly with the heritage of Givenchy, paying homage to the iconic Audrey Hepburn. The campaign features classic black and white imagery, highlighting the little black dress and pearls, emblematic of Hepburn’s timeless style.
Not only does this collaboration pay tribute to Givenchy’s roots, but it also serves as a powerful influencer marketing strategy. Ariana Grande is an icon among Generation Z, the luxury consumers of the future. She recently achieved two incredible records: becoming the female artist with the most Top 40 songs and the most followed female personality on Instagram. With a staggering 155 million followers, she surpassed Selena Gomez, who was previously the most followed female influencer and the face of Coach. Grande’s online presence is undeniable, as she actively shares updates and engages with her followers on a daily basis. She has also been vocal about her personal struggles, particularly her experiences with post-traumatic stress disorder following the tragic Manchester Arena bombing in 2017, which occurred during one of her concerts.
Givenchy’s collaboration with Ariana Grande not only demonstrates their understanding of the power of influencer marketing, but also their ability to tap into the influence of Generation Z. The teasers for the campaign, accompanied by the hashtag #arivenchy, garnered an astounding 12 million views on Instagram in less than three days. This partnership comes at a crucial time, as Instagram’s checkout feature expands to include influencers, further strengthening the relationship between brands and popular profiles.
The choice of Ariana Grande as Givenchy’s brand ambassador is a strategic move that capitalizes on her massive online presence and influence. With the increasing opportunities for brands to directly sell products through Instagram, this collaboration is expected to be incredibly successful. It symbolizes a significant step forward in the evolution of influencer marketing within the world of luxury fashion.
For more information on Givenchy’s collaboration with Ariana Grande, visit: Givenchy Official Website
To learn more about the power of influencer marketing, check out this article: The Power of Influencer Marketing
