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31-05-2017
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Intersting article from The Fashion Law!!

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What are Brands Really Paying Ambassadors to Do?
May 25, 2017 TFL

Whether it is latest it-girl or an Oscar-nominated actress, fashion brands love to have famous faces represent them. While posing for ad campaigns may be the most obvious iteration of these ambassadorships, a lot more goes into these contracts than meets the eye. The question is: What do these partnerships entail and what exactly are brands paying for when they enlist these stars to represent them (i.e. what – exactly – are brands expecting of their stars)?

Ambassador duties typically include appearances in a brand’s ad campaigns. They may also require the individual to participate in the brand’s major events, or show off the brand’s wares at major appearances. Consider Paris-based brand Louis Vuitton’s roster of stars, which includes actresses Léa Seydoux, Alicia Vikander, Jennifer Connelly, Michelle Williams, and Doona Bae, among others. Alicia Vikander, for one, joined the ranks of Louis Vuitton’s famous faces in the summer of 2015.

Since then, the Swedish Oscar-winner has graced numerous campaigns for the brand, including its 2017 Jeff Koons collab ad, 2017 Cruise campaign, Spring/Summer 2016 handbag ad, Fall/Winter 2015 ‘Spirit of Travel’ campaign, and Fall/Winter 2015 ‘Series 3’ campaign, among others. But her contractual obligations do not end there: She has also attended an array of Louis Vuitton’s runway shows, ranging from its recent sojourns to Rio for Cruise 2017 and Palm Springs for Cruise 2016 to several its regular-season shows in Paris.

On the red carpet, Vikander has routinely worn Louis Vuitton, potentially signaling yet another facet of the parties’ deal. For her debut red carpet season in 2016, during the culmination of which she won the Oscar for Best Actress in a Supporting Role for her performance in The Danish Girl, she almost exclusively wore Louis Vuitton. (She wore a Mary Katrantzou dress to the 2016 Critics' Choice Awards, for instance.)

Such red carpet wardrobe choices were almost certainly stipulated (or at the very least, spoken to) in her contract. Each appearance is, after all, an opportunity for Vikander (and other ambassadors) to bring her ad campaign appearances to life and garner highly-coveted press for the brand that dressed her.

Industry-wide, it is understood that being the face of a given brand is a role that translates onto the red carpet, as well. As noted by the New York Times’ Vanessa Friedman last year in connection with brands’ dressing of A-listers, “There is no doubt that Mesdames Williams, Connelly and Vikander, all of whom have appeared in Vuitton ad campaigns and dutifully show up at the ready-to-wear collections, have been paid by the brand for their work and their appearances.”

Vogue similarly noted that Vikander is, in fact, one of Vuitton’s “ambassadors on the red carpet.”

The Murkier Elements

The opaquer element of this type of partnership concerns such women’s (or men’s, depending on the brand) work-related wardrobe – aka their looks for press tours, movie premieres, etc. – and even their actress-off-duty style.

Looking back to Vikander, the vast majority of her non-award show red carpet looks have been derived from Louis Vuitton’s runway. This further suggests that there is language in her contract regarding wearing garments from the house for promotional events for her projects, including “The Danish Girl,” the “Bourne” franchise, and “Man from U.N.C.L.E.”

However, as evidenced by the Celine, Rodarte, Proenza Schouler, and Alex Eagle dresses, among others, that she has also worn to official movie events since she signed on with Louis Vuitton, whatever the terms of their arrangement, they do not appear to be exclusive. Interestingly, Vikander’s handbags during this time period have almost always – if not always – come from Louis Vuitton, as evidenced by a huge slew of red carpet photos.

But the red carpet is not the only place where stars endorse brands. Ms. Vikander is frequently spotted toting Louis Vuitton bags during her days off, as indicated by countless paparazzi shots. Given the rise of social media – whether it be stars’ own accounts or those dedicated to celebrities’ street style – promotional efforts have a much wider reach than ever before. Ads are no longer come in the form of commercials and magazines alone.

Looking beyond Louis Vuitton for a moment consider Selena Gomez, who, to be fair was one of the brand’s “it” girls for a season or two. Since then, however, the singer has signed on with Coach. The American brand announced in late 2016 that it had enlisted Gomez to collaborate with the brand. Thus far, this has largely resulted in priceless product placement for the brand: Many times that Gomez has stepped out recently, she has been toting a Coach bag, resulting in no shortage of paparazzi shots that are, in themselves, alternative ad campaigns for the brand.

Such publicity was certainly taken into account when the brand selected Gomez for a “collaboration,” regardless of whether there is language governing such seemingly off-duty and or unconventional-turned-extremely commonplace modern day promotional activities.

Magazine covers are also important advertising opportunities for brands. Both Vikander and fellow Vuitton ambassador Michelle Williams’ have most frequently – although not exclusively – been styled in Louis Vuitton in recent years. Vikander graced the January 2016 cover of American Vogue in a Louis Vuitton frock; the same is true for L'Officiel Milan’s April 2016 cover, Marie Claire France’s September 2016 cover, Vanity Fair’s September 2016 cover, Elle Ukraine’s March 2016 cover, Marie Claire Malaysia’s September 2016 cover, and DuJour’s Winter 2015 cover, among others.

She fronted Harper’s Bazaar UK’s January 2016 cover, however, among several others, clad in garments from non-Vuitton brands. So, what gives?

Not surprisingly, the mentality behind such styling choices is not uniform or crystal clear. What we do know is this: Most brand ambassadors’ contracts do not dictate what brands they can and cannot wear on magazine covers and corresponding editorials. A brand’s stars often end up in their wares on magazine covers regardless, though, for a couple key reasons. Primarily, magazine editors aim to please big-name advertisers (such as Louis Vuitton) – Surprise! As a result, use the brand-specific cover star as an opportunity to feature its garments and accessories on the cover and in related editorial content.

Second, brands have control over what garment and accessory samples they loan to magazines for covers and editorials. As a result – and sticking with the Louis Vuitton example – a brand that is not Louis Vuitton may decline a magazine’s sample request for a cover and/or editorial if the brand believes the actress or model does not fit its image. So, Balmain (hypothetically) may decline to loan garments to Elle Magazine (again, hypothetically) for an Alicia Vikander cover because the actress is so heavily associated with the Louis Vuitton brand.

In the same vein, Louis Vuitton may decline to loan garments to Marie Claire (another hypothetical) for a cover featuring an actress other than its handful of ambassadors for the exact same reason. This is likely why most recent magazine covers featuring Michelle Williams and Jennifer Connelly, for instance, feature Louis Vuitton garments, as well. The same can be said for the styling of Natalie Portman and Marion Cotillard in Dior or why pre-Louis Vuitton Lea Sedoux frequently wore Prada in magazines (she was the face of the Prada’s Candy fragrance for years).

The PR of it All

Much like how brands stage couture collection shows – or even ready-to-wear shows, for that matter – in order to drum up press and awareness amongst consumers, brands tap ambassadors for the same reason. It is just good marketing.

Returning to Ms. Vikander, Louis Vuitton signed her to represent its brand just as buzz began building around her role in “The Danish Girl.” In aligning itself with the actress, Louis Vuitton could ensure that her red carpet appearances – which are essentially just an alternative form of a billboard – would serve as valuable marketing opportunities. But as indicated by the countless press tour photo opps and magazine covers featuring Vikander in Vuitton, such ambassadorships provide a whole host of opportunities to capitalize on her star power and advertise the brand – even if it these means are not legally set out in the parties’ contracts.

Still yet, look beyond the magazine covers to spot further public relations benefits of employing a celebrity ambassador (i.e. beyond those a brand actively seeks when entering into a contractual agreement with a celebrity). Many of the corresponding articles and cover stories featuring an ambassador tend to make specific mention of the brand the star represents.

For instance, as noted by Tom Lamont in the intro accompanying the interview for British Vogue’s August 2016 issue – for which Vikander wore Vuitton – “With a Louis Vuitton handbag in her front basket and a phone in her right hand, [Vikander] half-watches the road, while reading a 3G map.” This frequent association between an of-the-moment celebrity and a brand serves to continually keep the brand in the reader’s mind.

From contractually obligated ad campaigns to “organic” brand shoutouts in articles featuring the ambassador, there are countless benefits to hiring a celeb to be the face of a brand. All – not just the most obvious – of which are almost certainly considered when brands write checks for secure big-name stars.

(Editing by Nicole Malick).
Source: http://www.thefashionlaw.com/home/wh...assadors-to-do

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01-06-2017
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Quote:
Originally Posted by Benn98 View Post
Intersting article from The Fashion Law!!



Source: http://www.thefashionlaw.com/home/wh...assadors-to-do
Is Alicia still representing LV? She wasn't at The Met Gala with Nicholas and the other ambassadors. Seems like a big event to miss.

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01-06-2017
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Originally Posted by hopemcmanus View Post
Is Alicia still representing LV? She wasn't at The Met Gala with Nicholas and the other ambassadors. Seems like a big event to miss.
I actually think she is. At the time of the MET gala, she was busy working on the new Lara Croft reboot in South Africa. LV sent M&M and Jeff Koons over there to shoot the campaign for that line.

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05-06-2017
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Would you call Caroline de Maigret a celebrity ambassador for Chanel? It is not as if she really 'models,' except for Chanel and the odd show, plus she wears Chanel to every event.

I think Doona Bae is an LV ambassador as well as she always seems to wear it. Nicolas loves his Asian girls.

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05-06-2017
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Originally Posted by dsamg View Post
Would you call Caroline de Maigret a celebrity ambassador for Chanel? It is not as if she really 'models,' except for Chanel and the odd show, plus she wears Chanel to every event.

I think Doona Bae is an LV ambassador as well as she always seems to wear it. Nicolas loves his Asian girls.
Yeah, she's more of a muse, isn't she? Difference being muses often don't get paid in cash, clothing certainly.

Nicolas have one in each of the three major markets for Vuitton. Doona fits his aesthetic like a glove and she's more believable than the other two, shame about Sense8 getting cancelled.

Also, there's Jared Leto and Tom Hiddleston for Gucci.

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06-06-2017
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Quote:
Originally Posted by Benn98 View Post
Yeah, she's more of a muse, isn't she? Difference being muses often don't get paid in cash, clothing certainly.

Nicolas have one in each of the three major markets for Vuitton. Doona fits his aesthetic like a glove and she's more believable than the other two, shame about Sense8 getting cancelled.

Also, there's Jared Leto and Tom Hiddleston for Gucci.
Yep definitely agree with that and I am still devastated about Sense8, she is amazing!

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06-06-2017
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Quote:
Originally Posted by Benn98 View Post
Also, there's Jared Leto and Tom Hiddleston for Gucci.
And Dakota Johnson for Gucci too!

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07-06-2017
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And Dakota Johnson for Gucci too!
Was she ever in a campaign? I don't seem to recall.

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07-06-2017
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Originally Posted by Benn98 View Post
Was she ever in a campaign? I don't seem to recall.
I believe there isn't an official connection between her and Gucci. When she was interviewed in Vogue US for the February issue this year she said:

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“I’m terrible in crowds,” she says. “I was recently at the Gucci show in Milan because Alessandro [Michele, the brand’s designer] is a good friend, so I felt like I could just go, see what he was working on, and be like, I’m proud of you; call me later.
vogue.com

Perhaps it's not totally true that she goes only as a friend, i.e. she benefits in terms of wardrobe and trips, but it seems that they aren't paying her for promoting the brand.

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07-06-2017
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Originally Posted by dodencebt View Post
I believe there isn't an official connection between her and Gucci.

Perhaps it's not totally true that she goes only as a friend, i.e. she benefits in terms of wardrobe and trips, but it seems that they aren't paying her for promoting the brand.
Thought so as well, but she does seem to have an AWFUL lot of Gucci merchandise which she incorporates into her off-duty style. She may well pay for these goods, who knows.

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07-06-2017
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Originally Posted by Benn98 View Post
Was she ever in a campaign? I don't seem to recall.
She will be in the next fragrance campaign with Hari Nef and Petra Collins.

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12-06-2017
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Thanks for sharing

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08-07-2017
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I think there's a difference between celebrities under contract (Charlize at Dior, Alicia Vikander at LV) and friend of the brand (Jennifer Connelly at LV, Tilda Swinton with Haider Ackermann, Kirsten Dunst for Rodarte).

Contracted means obviously there's a financial transaction going on. Jennifer Lawrence walks out in Dior without fail for every major red carpet. Michelle Williams is always in LV. Selena Gomez will always be carrying a Coach bag from now on. etc. Outfits for red carpet events are organised. Usually these brands are fine if their celebrity doesn't wear their brand for certain events, but only if it's not a competing brand e.g. that's why Vikander could wear Mary Katrantzou, but she is going to be in more trouble if it were Chanel/Dior/Fendi/etc.

Under these arrangements brands have a celebrity for a number of days/hours for promotion, so if a magazine for example is shooting Alicia Vikander on LV time, they have to put her in LV - this would be negotiated ahead, hypothetically. If Alicia is booked through her agent, the magazine could shoot her in LV to be nice, but it's under no obligation to do so - though it would be the polite thing to do I imagine. Alicia would then decline to wear anything that LV would consider competition, like Chanel or Dior. But as mentioned in an above article, loaning would come into play here. Hence why then Alicia would be shot in more independent designers than the big guns.

Friend of the brand means that there's a personal friendship with the designer and/or mutual respect. OR the celebrity is willing to front it for free because it adds to their reputation and resume, like many of the random sociliates/it-girls who do Chanel. Chanel are known to pay less for their contracted celebrities anyway, because they can, though this may change now that Dior is going after their list. I would doubt that Jennifer Connelly is being paid by LV, or at least, not a substantial amount because it means more to her than it does to LV as a corporate for Jennifer to be wearing their clothes. And Haider Ackermann would not have the budget to pay Tilda.


Last edited by BetteT; 09-07-2017 at 02:41 PM. Reason: Correcting apostrophes .... system error.
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11-07-2017
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Interesting that you brought up Tilda Swinton, Benn98. I think it should be mentioned that even though it appears there is no official contract between her and Haider Ackermann, she wears his designs religiously. She also wears quite a lot of Chanel. The rest of the designers she sports seem to be fewer and worn far between.
She used to wear Lanvin as well ... and lately she's been wearing Schiaparelli, right? She also wore some Galliano designs not long ago.

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Beauty’s Most In-Demand Stars

Celebrities are making a statement in the beauty world this fall with fragrance campaigns, collaborations and sought-after brand launches.

By Layla Ilchi on July 27, 2017

From Millennial re-brands to big name partnerships and edible face masks to highly anticipated cosmetics launches, A-list celebrities are bringing their star power and social media influence to the beauty world. Here, a list of celebrities making news this fall.

1. Rihanna

What: Fenty Beauty by Rihanna

When: September 2017

Rihanna is known for making a statement on the red carpet, but now the singer is preparing to make waves in the beauty world with the launch of her own cosmetics line, Fenty Beauty by Rihanna, on Sept. 8. Little information has been shared about the brand since the singer signed a deal with Kendo in April 2016; however, she hinted at releasing a holographic lip product at her Fenty x Puma spring runway show.

2. Kim Kardashian West

What: KKW Beauty and fragrance line

When: Fall 2017

Following in her sister Kylie’s footsteps, Kim Kardashian caused a social media frenzy when she launched her own cosmetics line, KKW Beauty, in June with her Crème Contour & Highlight Kit. Selling out upon launch, the brand rang up $14.4 million in sales, according to industry sources, and sales will surely increase when her 101 million Instagram followers get a look at the Powder Contour & Highlight kit she’s adding to the product lineup in August. In addition to her cosmetics line, Kardashian has revealed she’s creating a fragrance collection without a licensing deal this fall. Little information is currently available; however, industry sources have said the collection will include four to five fragrances launched over a period of a few months and in limited quantity.

3. Madonna

What: MDNA Skin

When: September 2017

Ever wondered how Madonna has such preternaturally youthful skin? The answer could lie in MDNA Skin, the 58-year-old singer and actress’ luxury skin-care line, which launched in Japan in 2014. The Tuscan-inspired line will now launch Stateside this September with six stockkeeping units infused with natural ingredients, like mineral water, fango and olive oil from Montecatini Terme. The hero product, which Madonna personally vouched for on her Instagram, is the Rejuvenator Set, a chrome clay mask that comes with a dual-headed device that magnetically removes the mask on one end and massages the excess product into the skin on the other. Prices range from $50 to $600.

4. Victoria Beckham

When: September 2017

Estée Lauder is betting big on Victoria Beckham. After a successful launch for the first collaboration last September, Victoria Beckham Estée Lauder is releasing a second iteration of the collection, this time twice the size, with new products like Skin Perfecting Powder, Cheek Crème and a $700 Trousse de Maquillage: Noir Makeup Kit, a leather makeup case with six products. The collection will also expand its reach: global distribution will almost triple to 1,200 doors and the line will be available on Net-a-porter, sephora.com and in select Sephora stores in the U.S., Europe, the Middle East, Africa and the Asia-Pacific region. Industry sources estimate that sales could reach $30 million in retail.

5. Bella Hadid

What: Face of Bulgari Goldea The Roman Night

When: September 2017

Bella Hadid made her debut as the face of Bulgari’s Goldea The Roman Night when she descended Rome’s iconic Spanish Steps wearing the brand’s Serpenti Eyes on Me necklace and a vintage John Galliano gown in late May. According to the brand, Hadid, who was also named the face of Bulgari’s accessories in February, was chosen for the fragrance to attract a younger demographic to the brand and build loyalty across different categories. Industry sources project the fragrance could earn 30 million euros for its first year on the market.

6. James Franco

When: September 2017

Coach has tapped James Franco as the face of its first men’s fragrance, Coach for Men. The actor, who stars in the upcoming HBO Show, “The Deuce,” this September, was chosen to front the campaign because he embodies the references of American style that are used at Coach, according to Stuart Vevers, creative director of the brand. The men’s fragrance follows Coach’s first foray into fragrance in 2016 with the launch of the women’s scent, Coach Eau de Parfum, which earned $8 million in first-quarter sales.

7. Salma Hayek

What: Blend It Yourself for Juice Generation

When: July 2017

Salma Hayek has been blending beauty products her whole life thanks to her grandmother who would make beauty concoctions from kitchen leftovers. The actress, who already has a line of cosmetics called Nuance by Salma Hayek, is tapping into her family history with her latest wellness venture: Blend It Yourself for Juice Generation. The collection is a national delivery service that offers 12 smoothies, three açai bowls and three “Beauty Blends” that can be used in smoothies or as a topical skin-care mask. The blends are meant to stimulate collagen production, prevent sun damage and promote a radiant complexion, among other benefits.

8. Cindy Crawford

What: Rebranding Meaningful Beauty

When: August 2017

Cindy Crawford’s Meaningful Beauty brand is getting a Millennial makeover. The Guthy-Renker-owned brand, which was developed by Crawford in conjunction with cosmetic surgeon Jean-Louis Sebagh, is revealing a new look and four new products: a Youth Activating Melon Serum, Environmental Protecting Moisturizer Broad Spectrum SPF 30 Sunscreen, Intensive Triple Exfoliating Treatment and an Overnight Retinol Repairing Crème. The new products address issues like environmental pollution and infrared damage, and are designed to target a younger customer. Industry sources estimate the relaunch could reach $100 million in sales during its first year.
Source: WWD.com

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