Are Celebrities Qualified to Run Fashion Brands?

By Asha Johnson, Senior Writer Edited by Sasha Leitner 

Over the years, celebrities have had an increasingly important role within the fashion industry. What used to be a simple collection or collaboration involving a celebrity has turned into a permanent job role for a brand. In September, Christian Louboutin announced that musician, actor, and resident nepo baby Jaden Smith will be the brand’s first-ever artistic director for their menswear collections. He will be responsible for overseeing men's leather goods, shoes, and accessories while also creating campaigns, events, and more immersive experiences for the brand.

Smith will release his designs in his debut collection with the brand during Paris Fashion Week in January of next year. This bold move by Christian Louboutin has been met with controversy and highlights a growing trend of brands giving high profile roles to celebrities. In August of this year, SZA took the helm at Vans as artistic director. Big names being given these influential roles shows that their creative talents transcend mediums and they clearly have a passion for artistic direction. However, were these roles handed to them due to their qualifications or due to their celebrity status and popularity?

Creative directors are often a symbol of a brand, especially being the highest creative position. In fashion, creative directors typically need extensive professional experience within the industry in order to qualify for the position. Brands choose their creative and artistic directors based on their leadership skills and creativity from their past work experiences. Many creative directors have cultivated their own signature style that they are able to adapt to a brand’s aesthetic.

The rise in celebrities being hired by brands in these positions is a reflection of the market. As a result, brands want to increase their relevance and spark public interest over their competition. According to researchers from Curtin and Murdoch Universities, the parasocial relationship and emotional connection that a consumer might have with a celebrity can assist with the visibility of brands and increase their consumer power. In an effort to appeal to different markets and people, brands are exploiting parasocial relationships and fan culture. Hiring a celebrity in these influential positions can have a deeper impact on a brand and a celebrity’s image than a temporary collaboration.

This is a great marketing strategy for brands, according to Lacey Franklin-Foreman, a Fashion Design and Merchandising graduate from Albright College. “If a consumer's favorite celebrity is a part of a brand, they are more likely going to purchase the product,” she said. “The reasoning for this is because of their loyalty and support they have for the celebrity. For example, Skims uses Kim Kardashian for the face of the business. Since the rise of social media consumption, Kim has always had influence over individuals' purchases, body, and beauty views. Therefore, the partnership Skims and Kim established allows for her followers to support all her endeavors with the business.”

The appeal of celebrities drives brand awareness and business more than a technically trained designer, making these decisions more driven by popularity than celebrity qualifications. Because of their status and following, brands are less likely to look at celebrities' fashion credentials. These hirings put trained designers at a disadvantage, who are often overlooked by brands trying to maintain their popularity and relevance. For instance, Smith was the only candidate considered by Louboutin for the role.

For Shaniya Fowler, another Fashion Design and Merchandising graduate, this trend is enticing, but she thinks celebrities often lack the merit for these positions. “I think this trend of celebrities or even influencers kind of jumping into the fashion world is very interesting,” she said. “It never really feels like they were gradually working towards it each time it happens. I don’t think they are necessarily qualified for these positions. Yes, most of them are coming from somewhat artistic backgrounds and they probably are interested in fashion in some capacity. I think everyone is, at least a little, interested in fashion whether they know it or not, but interest does not equate to being qualified to do something.”

If a celebrity's hiring is not taken well or seriously, a brand could lose popularity and profits. Despite these hirings being great for both the brand and the celebrity figure, the general public can still be skeptical about them. Jaden Smith’s hiring was met with many comments pointing out his nepo baby and privileged status, not his potential and creativity with the brand.

Li “Lily” Jiang, an assistant professor at Syracuse University’s School of Design, said that once a brand partners with a celebrity, they inherit all their controversies. “For example, Kanye West, he [was] always so creative, and his Yeezy brand was so popular, and Yeezy shoes with Adidas were so hard to purchase at the beginning,” she said. “But since Kanye had more and more negative comments and people have different [opinions] on him, his collaboration with Adidas was suddenly stopped and then it kind of negatively impacted Adidas, their company, and the reputation of the brand.”

These brand decisions could reflect a potential change within the industry. Fashion has always leaned on fan and celebrity culture through temporary collaborations. However, celebrities are receiving bigger opportunities than ever before and are beginning to be leaders for brands both creatively and artistically. With the rise of social media and other digital platforms, this trend is only bound to increase. As long as celebrity status outweighs artistic and design credentials, the question remains: is today’s fashion industry being led by true artistry, or by influence? 

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