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  • Steven Scott

Celebrities, Brands, Cross-Promotion, and More

Have you ever wondered what it’s like to live among the elite of celebrities? Have you ever wondered who dressed some of your favorite celebrities for high profile events, or even questioned if they paid for the items in which they wear on red carpets around the world? Here’s an in depth look at how some of your favorite celebrities look flawless on red carpets around the world.

Beyonce Knowles-Carter standing with Lorraine Schwartz

At the 2018 Grammys, 20-time winner Beyoncé Knowles-Carter wore Lorraine Schwartz jewelry totaling $6.8 million dollars. Another example of this is Pharrell Williams wearing Chanel, thus making him one of the new faces for the brand. But what are the benefits for the cross promotion between the businesses and celebrities?

For the partnership between Lorraine Schwartz and Beyoncé is that Beyoncé is arguably one of the biggest names in the entertainment industry and having someone like her modeling your brand would skyrocket any label. Beyonce, a global icon has a following which is unprecedented. In 2013, Beyonce released her self-titled album with no promotion and debuted at number one on the US Billboard 200. Her presence on social media is unheard of. On Instagram alone, Beyonce has a following of 111m, and doesn’t follow anyone, and has an average 5m likes per picture.

Lady Gaga posing with Donatella Versace at Vanity Fair Bash

The partnership with Lady Gaga and Donatella Versace is another example of cross promoting. In 2012, Lady Gaga produced a song entitled Donatella, around the same time Versace was rebranding the brand. The song took off as a major hit, thus having the song used in Season 3 of FX’s American Crime Story, which explored the 1997 murder of Gianni Versace. The partnership with Lady Gaga also help solidify Versace’s subsidiary brand, Altier Versace, in which many celebrities wear on red carpets and in return Donatella uploads them onto Versace’s Instagram account; promoting the brand and generating buzz for the person modeling. In some instances, fashion designers pay celebrities for a certain outfit to be worn to a high profile event such as the Met Gala or the Cannes Film Festival, and which prices can go for $100,000 and $250,000 depending on the celebrity, event, and if celebrity feels the outfit is suitable to their needs.

The cross-promotion between celebrities and businesses go hand and hand, with many benefiting. Not only does it spark conversation amongst the designer, but the person wearing the particular piece. As read previously with the with rates increasing, do you feel it’s necessary for a designer to pay a hefty price for a celebrity to model their designs? What do you think of the relationships between celebrities and businesses cross promoting? Comment below and let your voice be heard. For more similar blogs, please check us out at

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