Fashion is a unique art form. Every day we choose how we express ourselves creatively and morally to the world through the outfits that we wear and the brands that we choose to spend our money on. Culturally speaking, immense credibility can be given to brands and designers when the reach of their art crosses multiple mediums. By expanding your marketing strategy by working with celebrities across various artistic fields, whether they be TV hosts, DJs, musicians, comedians, artists, actors, singers, or models, your brand can reach new audiences and impact them in a heartfelt way. 

For designers who value the artistry and soul of their work and for directors who meticulously curate a unique and impactful brand story, working with these talents authentically has the power to place your brand on a golden, global pedestal. Here are the best ways to work with celebrities across various artistic fields so your fashion brand can have a greater impact on the market.

VOCAST spoke to two incredible industry insiders who work with both celebrities and fashion brands, to give you some insight into the dos and don’ts of collaborating with entertainers.

Entertainers and artists have so much meaning behind everything they do. They need to think about what the colors they wear represent, what their outfits pay homage to, what values they are showing that they stand for. If your brand is chosen for these kinds of cultural messages, why does that create so much value and credibility among consumers?

What celebrities wear has a connection to who they are – it’s part of their art that they’re expressing. Designers can benefit from this because people see the clothes these celebrities wear as part of their artistic expression, rather than just a brand in a campaign. 

Isabelle explains that celebrities are offered so much when it comes to fashion. They have the pick and choose of everything in the world whether it’s a high-end brand or a tiny-little brand someone is hand-making somewhere, and brands can benefit so hugely from being worn by these people. Fans respond because they believe in celebrities’ values. Celebrities need to think about who they are and what they represent and they need to align themselves with brands who have similar values, their fans trust them and this can turn a market. She says:

« A stylist can find something online, a celebrity wears it and it can be sold out in minutes. You have a huge impact on the market when your pieces are seen and associated with art. »

Although we feel connected to the artists and entertainers that we love, through the TVs in our living rooms or the headphones in our ears, there is a sense of exclusivity and inaccessibility that comes with a fame status. It is true that the impact that celebrities have on the market is huge, and as Bryant told us:

« It’s important for brands to understand who is moving the ball and creating the trends – if Rihanna wore a white tee and a tall boot it becomes a trend, a market story. »

 This is one of the key components as to why these talents can drive consumer behavior, but how do we as brand responsible, create authentic two-way relationships with them? 

Bryant explains how there are two ways to look at it: “on one side if you’re an emerging brand, it’s really important to collaborate with emerging talent. If you both are growing your businesses and brands and you collaborate together either by them wearing your clothes or you building them a custom look. Then later on, when this person goes on to win a Grammy or an Oscar and develops clout, you have already invested in the relationship. When they need something from now on, they’ll feel like they can come to you. Tapping into emerging talent requires a lot more research and decision making but it’s important to look at these talents and see who will be rising along with you and your brand.“

On the other hand, he talks about how it’s about making your brand accessible to already established celebrities, “like the Beyonce’s and Gaga’s” he says: “This is important because, at the end of the day, a celebrity endorsement will shift culture. It will shift trends. It can create a market for the next generation and it’s important to be in that conversation.”

His advice for the already established talent is to keep fighting for the opportunity: “Reach for the Michelle Obamas of the world, you never know when they may say yes.”

« The only way to do it is to build that relationship with their team, have a zoom call, go for coffee, and from there you’ll find ways to work together. »

Bryant elaborates by telling us that it’s important to make sure that you’re very clear and focused on what your brand stands for, and really tailor your celebrity strategy towards that. Don’t go in blind and ask for a collaboration. He would encourage brands to go in and ask to meet. He says: “Have that face-to-face moment. It’s so important to figure out how to build these relationships, start those conversations so be accessible, be genuine, make things happen and be reliable.”

Isabelle believes that what goes into celebrity styling and PR is trying to convey messages with the outfit. Celebrities do this well because they know that whatever they do is going to be analyzed. She says:

« It’s a form of visual communication. It’s such a powerful thing to be able to convey a message just by an outfit. Look at politics, when a woman wears a suit, you know it’s a power suit. That really means something. »

Although it’s an investment to gift these looks out to people, in our conversation with Bryant, he talks about how it’s turned around when real people are excited about seeing pieces worn and why. He tells us: “I work with a brand called No Sesso and they’re really about body positivity, about making sure that clothes are genderless for everyone. The designers are both women of color, one is a trans woman of color which is phenomenal. With this, it’s about making sure we are dressing and having opportunities for the trans community, the people of color community, and really making sure that we’re dressing people so that people can see themselves in these clothes.”

We all love to see what our favorite entertainers are wearing to award shows, events, and red carpet occasions, but how often do you go out to buy a red carpet look straight from the designer? Isabelle says: “If a celebrity is wearing something from your line whether it be at a private event or to the supermarket, it shows that it’s actually part of their wardrobe, it’s something they actually want to wear.”

The power your brand can have by nurturing these kinds of authentic relationships with celebrities is that they trust and value your work. It’s impactful to the consumer to see their favorite artists wear your pieces for themselves to make them look and feel good any day of the week. 

Bryant elaborates this even further and explains what can happen once you’ve got this relationship and dressed someone for their big moments. He explains that if an artist or celebrity is a fan of the brand, respects the brand, and wants to wear the brand, they will have ready-to-wear pieces in their closet. Then they’re including you into their life as a designer because of the fact you’ve built this relationship:

« Celebrities are still human and they’re still consumers, they want good things at the end of the day. They want to know about your values as a designer just as much as public-facing consumers, they want to shop in alignment with their morals. »

Isabelle always tells brands that even if there’s only one picture posted of their clothing, it doesn’t mean that someone isn’t wearing it: “honestly, someone wearing something in their free time is worth so much more than a gifted post. Paparazzi shots often sell more than a red carpet look in a magazine because it’s more attainable and relatable.”

It’s a great accomplishment to be able to create and nurture these relationships, get your brand out there, and be represented artistically via entertainers who value your work and impact culture. But access to celebrities can feel like a far reach. So how should you do it?

As Isabelle explains it confidently, you should always aim high. Start there and then adjust the strategy going forward. Even if it feels unrealistic it takes time, and effort, and networking:

« The sky’s the limit and it’s not even the limit. You won’t manage until you try and it sounds cliche but it’s true. Sure, these celebrity teams get a lot of offers and they’re selective, but if you believe in your product it’s worth it. »

So what are the best ways that brands can position themselves when it comes to celebrity marketing? Your brand needs to know who the people that these entertainers, artists, and their teams really want to work with.

Take a look!

Here are some of the talented entertainers VOCAST has gathered in our exclusive curated lists that you need to know:

TikTok has, with its mass appeal across a multitude of ages and demographics surpassed its predecessor’s success: one can practically find something for every need and interest. While entertainment and humor remain the leading content category, content within lifestyle is the runner-up. Here, creators within fitness, DIY/home renovations, beauty, and fashion respectively gather massive view counts.

A blooming portal for inspiration

For these creators, the platform serves as a way to share a more authentic, personal side of themselves compared to other social media channels. Also, there are also numerous influencers whose social media success primarily derives from their TikTok accounts.

Among these is fashion influencer Carla Rockmore, termed as the “real-life Carrie Bradshaw” by Vogue. Based in Dallas, Texas, Carla has worked as a fashion and jewelry designer for decades. However, with the covid-19 pandemic putting limitations on product development, she discovered TikTok as a platform for creative expression in April 2020. Since then, Carla has grown a large follower base sharing style advice and showing pieces from her impressive wardrobe.

VOCAST spoke to Carla about her experience as a lifestyle creator on the emerging platform:

@carlarockmore

An “essential” is a piece you see yourself wearing with more than one look. #fashion #fashiontiktok #fashionadvice #style #fyp #foryou #foryoupage

♬ original sound – Carla Rockmore

​

Interview

From a creator’s perspective, how does TikTok differ from other social media platforms?

Carla: Tiktok Is a lot less formal. The follower expects less polish and production in the uploads. The platform allows for relatability more than the other platforms. Because my success in social media started on TikTok, all my videos on all platforms have an organic quality to them.

What type of TikToks do you find that your followers respond best to?

Carla: Fast and flash. Tiktok viewers need to get hooked with something fun in the first 5 seconds, or else they flip to the next video. So you need to understand how best to catch them. Your personality has to engage them enough keep their attention. They are also very visual.

In your opinion, what does it take to become a successful TikTok lifestyle influencer?

Carla: You need to be aspirational, entertaining, and informative all at the same time. Its also important to be consistent and authentic to your brand. If you take on too much advertising, or too many collaborations that don’t align with your brand, the followers see right through it.

What is the significance of TikTok in the world of fashion and lifestyle? Do you see it changing in the future?

Carla: Because Tiktok is less scripted, fashion is also less scripted on the platform. It has a frivolity and an authentic edge. Anyone can be a chef on Tiktok , anyone can be a beauty expert. You just have to have the right formula to be able to engage and keep your audience watching.

Making social media feel personal

One of the key features responsible for TikTok’s success is its technology. The app has become famous (or infamous) for its addictive algorithm, which curates a personal “For You” page specifically designed to make you want to stay on it longer. While older platforms to a larger extent rely on active online behavior, meaning following, liking, and commenting,

TikTok intends to capture its users’ passive behavior. This includes logs of how fast you scroll through content, how long videos are left on loop, as well as what category of sounds attracts your attention. This ultimately creates a hyper-responsive system of recommended content “For You”.

These personalized pages are the landing page of the app, and where 99% of the users’ engagement occurs, giving much real estate for aspiring creators to reach an audience. Being featured on the “For You” page is the way to gain traction and followers: creators thus try to growth-hack their way to being featured on as many users’ “For You” page as possible.

A unique and powerful algorithm

​TikTok’s technical features offer unique opportunities for engagement. Its personally customized feed drives organic interaction between user and creator, which allows smaller users to reach new audiences. Your personal feed features a curated mix of content from any account that is predicted to match your detected preferences.

Videos that are predicted to create widespread organic interaction will therefore be featured on more people’s “For You” page. This explains why the concept of going “viral” is so prominent on TikTok. Users can go from zero to millions of followers in a matter of weeks, and content trends come and go daily. This offers the opportunity for instant engagement; it can effectively help users gather a following in a small amount of time.

For brands, this can have great publicity value: gaining traction on TikTok can have a spillover effect, making new potential customers aware of your product and leading them to your other platforms. Consequently, the number of brands embracing the app is ever-growing.

Keep up with the trends but stay true to your brand

When starting a TikTok account for your brand, it is beneficial to consider the unique features of the app and plan a strategy thereafter. Firstly, the nature of the app is more fast-paced than major competitors like Instagram. On Instagram, content can gain traction over time, and a particular style of the content may persist for several months.

On Tiktok, however, these processes can occur in a matter of hours. This indicates that one needs to pay closer and more continuous attention to what is currently trending.

Although it may boost your account short term, following any trend that may align with your brand will not make you stick out from the crowd of people doing the exact same. To create an impact that lasts, you need to consider what you want your brand voice and personality to be.

The algorithm of the app offers intimate engagement and connection: keeping in mind the individual on the other side of the screen is thus a critical part of gathering traction long-term. After all, the content on TikTok users’ For You page is primarily curated based on what content they continuously engage with, not the accounts they actually follow.

This allows for letting loose and having fun: shifting from a corporate to a more personal tone. Making this shift may be intimidating and unfamiliar; therefore, numerous brands have successfully partnered with popular TikTok personalities, giving a face to the brand and making it more approachable. Thus, brands’ own content as well as collaborations with influencers benefits from maintaining this human, more relaxed tone.

Among the brands that have successfully adopted a more humorous approach is Ganni. For Copenhagen Fashion Week, the brand partnered with popular humor and fashion creator Davis Burleson. As part of his popular TikTok show, “What’s Poppin?” Davis interviews people on the streets of New York City about their clothing and life in a playful way.

For the partnership with Ganni, Davis roamed the streets of Copenhagen interviewing fashionable people passing by, highlighting both what makes Danish fashion and people unique. The collaboration demonstrates how one can convey a humorous tone while still keeping one’s brand offerings in mind.

@ganni_official

Who can do math, not us 🤗 #copenhagen #whatspoppin #ootd @davisburleson

♬ original sound – GANNI

We all know and love YouTube for its incredible ability to provide us with – well practically anything we could want and think of to watch, whether it be entertainment, practical skills or news. What started as an amateur video outlet has grown into the world’s biggest video platform and second most used social network ever. The Google owned company continues to be used and loved by millions year after year, and that growth does not appear to be halting any time soon. 

To better understand the platform and its creators we’ve gathered information and spoken to Kendall Creedon, Talent Manager at Scale Management, a talent agency based in Los Angeles to share why you should aim to work with YouTubers. Read along to gain insights about the platform’s success and how it ought to be utilised by those in the fashion and lifestyle industry;

No matter your interest you can be sure to find videos about it on YouTube. Though music videos and learning entertainment for kids are what gain the most views, product reviews, how-to tutorials, hauls, and vlog style videos are immensely popular and among those with the best engagement. YouTubers creating content of the latter mentioned type are oftentimes influencers, former bloggers, or socialites operating in and around the media and lifestyle industry who share lengthy intimate portrayals of their lives, with all that it entails.

Not only does the video format offer a calmer and softer impression, but the forum has been morphed into, and almost branded itself as a place where anything is given space, nothing needs to be too perfect, and where you are able to portray or talk about parts of your life that other platforms such as Instagram or Pinterest do not as easily allow for.

We spoke to Kendall Creedon, Talent Manager at Scale Management, an influencer agency with some of the most prominent US YouTube talent, such as Jackie Aina, Jess & Gabriel Conte, Nabela Noor, Summer Mckeen, and more, to better understand the platform. She highlights and confirms the above statements by saying that;

“Even with all of the developments of video on other social media platforms, YouTube is still the go-to for longer-form content. With longer-form content comes more time to be open, honest, raw, and vulnerable with your audience.

It allows for the creators to dig a bit deeper into themselves, show more aspects of their lives, and give audiences more moments with which to resonate“

Kendall Creedon, Talent Manager at Scale Management

Since thoughts about ‘rules’ and aesthetics are not as prominent on YouTube as on other social platforms the well-curated videos or channels are not necessarily the ones receiving the most views or subscribers. On YouTube it becomes less about the aesthetics and more about the authenticity. The simplicity of the concept has welcomed a large majority to create content and in turn attracted millions across the globe to view it. 

This relaxed approach to YouTube proved true throughout the pandemic when many found comfort in its entertainment. When deprived of IRL conversation and connection, polished conceptualized content portraying “perfection”, which is often offered by other social platforms, was not as fit as jobs were lost, relatives became ill and people were forced into isolation. We craved entertainment that felt authentic, intimate, and easygoing. Which, as stated above, constitutes the essence of YouTube videos.

Aside from its entertainment-providing purposes, YouTube also acts as a tool to amplify voices to create tangible change and raise awareness of social issues in the offline world. Back in 2016, the platform launched the global initiative ‘Creators for Change’ to amplify the voices of role models worldwide. This meant the company provided influential creators with funding in order to create videos tackling certain global and social issues. This was done as both the platform and its creators recognized the weight and incredible spread YouTube has.

So, regardless of whether you watch entertaining content from the comfort of your home or present videos at the UN, the platform’s impact is universally understood across generations and working fields as one that makes a difference; for the individual as well as the community.

Social media gives users the ability to become creators and producers of their own content. YouTube in particular has accelerated this blending encouraging content with sophisticated production and editing. Through videos and vlogs, YouTubers share their experiences as well as feelings and promote an affective and trusting connection with their audience.

Thus, it comes as no surprise that people feel they can easily connect and relate to these influencers. Creators share content that promotes authenticity and self-disclosure through these video diaries, by talking to the camera in a documentary-style way, which leads to closer and trustful forms of sociability with their followers, allowed into their daily life. Creedon attest to this when she explains that;

“Digital creators tend to share intimate and vulnerable parts of their lives, allowing their audiences to form deep connections with them. When you have a deep connection with someone, you are going to trust and believe in what they trust and believe in.

This is why brands see so much success with digital creator campaigns and why creators have become a lucrative aspect of marketing over the past several years”

This close bond becomes crucial for brands who are increasingly interested in getting immersed into consumers’ daily lives. YouTubers are perceived as more authentic and create content that resonates with followers who not only see them as approachable but believe them to be trustworthy.

YouTube being the world’s second-largest social media and search engine means incredibly high traffic and massive engagement. Between 2016 and 2019, the number of YouTube channels dedicated to fashion increased by 400% showing its steady growth that continued well into our recent ‘pandemic years’.

Simultaneously, the formats that work best on the platform (vlogs, product reviews, etc) can also be directly correlated with what fashion and lifestyle creators do, which again points to people’s will to take part in fashion-related content through YouTube.

Creedon delves into this when explaining the role and work of talent managers, like herself, as they work closely to help YouTube talent create strategies with tangible goals to advance their careers and challenge them to think outside of the box. “You want to shoot for the stars? Do it. And then let’s work backward to figure out how we get there.” As she puts it.

Though it’s clear that individual creators and viewers both want to promote and experience fashion through YouTube, it may not be as obvious that brands could (and should) too. Not only do almost 90% of YouTube users under the age of 25 say they look to discover new brands on the platform but its efficiency and impact have, though unintentionally, been put to the test throughout 2020 when many fashion brands were forced to go digital in order to showcase their creativity.

The CFDA, for instance, partnered with YouTube Fashion to share how the platform could support designers and brands through their shift from in-person events to virtual experiences, and brands like Louis Vuitton, Balmain, and Saint Laurent opted for creating virtual front row YouTube seats to showcase their new collections and invited both fashion and non-fashion people to participate.

Across their channel, VOCAST client, London Fashion Week was among the first to take place exclusively online last season and 68 brands launched their latest collections on YouTube.  A lot of brands also took the opportunity to highlight issues far beyond fashion. Halpern, for example, paid tribute to front-line workers and Bethany Williams replaced the traditional catwalk show with a YouTube video highlighting the work she does with homeless families.

Brands are increasingly gaining a bigger presence on the platform by creating original content but also through collaborations with creators. When we asked Kendall about what YouTube collaborations usually hit home that brands could have in mind she said:

“Every creator is different in what feels natural for them to promote. On the brand side, it’s important to do your research on the creators you think would fit well with your campaigns and give the creator the creative freedom to integrate the product in a way that feels natural to them.

Occasionally brands who are new to the creator marketing space try to treat these integrations like they would treat any other ad, which ends up coming across to the creator’s audience as rigid and unnatural. Creators know their audience best, trust in that!”

Youtube across different markets

Cerena is the Lifestyle Researcher for the US market at VOCAST. She has a degree in Media and Communications and has previously worked with fashion PR. She cares for inclusion within the industry and when not working she’s a dedicated snacker and music listener.