Blue Blood

Luxury brands secure royal seal of approval

Nowadays, brand partnerships are increasingly commonplace and can be highly profitable to all those involved. We can all think of many celebrities who have endorsed a particular brand while wearing incredible couture gowns on the red carpet.

Many film and music stars have taken the role of models and participated in advertising campaigns, which ensures they are seen all over the world.

Influencers are also happy to endorse luxury brands to showcase their position in the highly competitive social media ranking, and make quite a lot of money along the way.

But the ultimate endorsement is to be named brand ambassador, which represents a commitment to promote a particular brand during a longer period of time and it may require exclusivity.

The most renowned luxury brands, that have a strong heritage within their DNA, are now securing endorsement from members of the aristocracy.

Chanel spring 2021
Chanel spring 2021

The Monaco royal, Charlotte Casiraghi, is Chanel’s brand ambassador for 2021, and was photographed for the spring 2021 advertising campaign at Villa la Vigie.

Grace Kelly's granddaughter, said in a video announcing her appointment, she feels "as though she was almost born with Chanel.” Her mother has been photographed wearing Chanel in many occasions throughout the years.

Christian Dior turned to Beatrice Borromeo, who married Charlotte’s brother and youngest son of Princess Caroline of Monaco, Pierre Casiraghi, in 2015. Beatrice is the daughter of Milanese aristocrats and familiar with the most cherished Italian designers, Giorgio Armani and Valentino Garavani.

The announcement of her appointment as Dior ambassador happened on the eve of the house’s latest digital couture show for spring/summer 2021. Here in the UK, Lady Kitty Spencer, the niece of the late Princess Diana, is Dolce & Gabbana’s new Global Ambassador.

It’s intriguing why these women choose to play this role, as they could probably endorse a particular cause and embrace philanthropy to stay in the public eye, instead of luxury fashion.

The renowned model and activist, Natalia Vodianova, has just become a Goodwill Ambassador for UNFPA, the United Nations sexual and reproductive health agency, in an effort to raise the standard for women's health around the world.

Obviously, it’s inevitable that both Royals and prominent politicians end up promoting fashion, as they are regularly photographed on a wide range of public occasions, including ceremonies with specific dress codes.

They tend to give visibility to brands and designers from their own country, but is it really necessary to assume the title and responsibilities of a brand ambassador?