Zendaya’s presence at the Louis Vuitton Spring/Summer 2025 show marked an impactful moment on the final day of Paris Fashion Week. Since being named an official brand ambassador in April 2023, this striking actress has attended only a handful of shows, with her appearance at Pharrell Williams’s debut collection in June 2023 being one of them. This rarity has caused quite a stir among the fashion community and fans alike, particularly regarding her collaboration with the revered label helmed by Nicolas Ghesquière, which has left an indelible mark on fashion discussions online.
What makes Zendaya’s partnership with Louis Vuitton particularly intriguing is the dynamic interplay with other designers she frequently wears. Unlike Harry Styles, who has consistently shown up to support Alessandro Michele’s work with Gucci and attended Michele’s recent Valentino show debut, Zendaya’s attendance isn’t as predictable. The curious contrast is that, unlike Styles—who, to our knowledge, has no formal contract—Zendaya is officially contracted yet appears selectively. This discrepancy invites a deeper conversation about the roles of a brand ambassador versus a brand muse, two terms that, while often intertwined, possess distinctive meanings and implications.
A brand ambassador usually engages in a contractual relationship where their role is heavily marketed and defined, whereas a brand muse embodies a more abstract and personal connection. This interrelationship between celebrities and fashion brands signifies how vital these public personas are in bridging the gap between a fashion label and its consumer base. As they navigate a rapidly evolving social-media landscape, the quest to secure the right celebrity—regardless of contractual status—has become more competitive than ever, emphasizing the increasing importance of their influence and recognition in contemporary fashion culture.
For style icons like Zendaya and Harry Styles, the discussion around their fashion choices is deeply intertwined with their public personas. In today’s digital age, audiences can track who wears what through social media platforms, with insights gleaned from industry updates, celebrity news, and fan discussions on sites like X, Instagram, and TikTok. Although the role of an ambassador appears straightforward as a paid arrangement, the role of a muse remains a beautifully complex tapestry of inspiration and authenticity. Celebrities like Timothée Chalamet and Tilda Swinton, who are friends of designer Haider Ackermann, illustrate this perfectly. Their adornment in his pieces—whether for Berluti or his own label—transcends contractual ties, reflecting a deeper connection that resonates with audiences. They serve as ambassadors of inspiration, encouraging admirers to see the beauty in those designers as well.
The influence of these celebrity appearances manifests prominently on social media. A celebrity’s presence at fashion shows significantly contributes to the excitement and engagement surrounding both the show and the brand. Engagement is crucial; it drives attention not only to the brands but also to the entire content ecosystem surrounding the fashion industry, including fashion magazines, influencers, designers, and editors. I have personally witnessed the power of celebrity presence, having filmed significant moments with icons like Rihanna, Beyoncé, and Madonna seated in the front row, each a centerpiece of engagement.
In past seasons, brands prioritized marketing a select group of megastars; however, this focus has rapidly evolved. For example, during Chemena Kamali’s debut at Chloé, a diverse array of celebrities, including the enduring Sienna Miller, showcased their stylish clogs, highlighting collective celebrity styling. This trend has continued with brands like Tory Burch, where the popular Pierced flats captured attention through their celebrity endorsements. Many labels, including Loewe, Balenciaga, and Miu Miu, are now keen to fill their front rows not just with one headline star but with a dynamic mix of celebrities, recognizing the power of collaborative celebrity engagements.
