Celebrities are winning jobs at the top of luxury fashion firms - but what can they really contribute?
DJ Khaled arrives at the We The Best x Snipes store grand opening on 3 August in Miami Beach, FloridaFans of DJ Khaled recently stopped traffic on the streets of Miami.They had come to check out the recording artist's new concept store, a massive space full of "athleisure wear" and sneakers that is the result of his work with the German streetwear company Snipes.
Traditionally, the creative director was the person who defined the creative vision of a brand from sketching the collection, to overseeing ad campaigns and the design of the boutique. "Brand ambassador relationships are more fleeting, while having celebrities as part of your organisation has an implied authenticity and longevity."Nearly 15 years ago, Mounir Mouffarige, the boss of Emmanuel Ungaro, hired Lindsay Lohan as creative director to jump start the languishing fashion label.
The Lohan debacle "put everyone off the idea for a long time", says Godfrey Deeney, international editor-in-chief of the Fashion Network."They had very different ideas of style and how they want things to look," Mr Deeney says. "And to the surprise of a lot of the French and European luxury managers, it really connected with a new audience, a new generation."
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