Key Takeaways:
- Connor Storrie and Hudson Williams, stars of the Heated Rivalry, are in high demand as potential brand ambassadors for fashion brands.
- A brand ambassador is someone who has been contracted to promote a label through various means, including fronting campaigns, wearing their products, and attending events.
- The role of a brand ambassador has become more formal and corporate, with contracts negotiated by managers, lawyers, and publicists.
- Celebrities can reach audiences in more organic ways than companies can, making them valuable partners for luxury fashion brands.
- The monetary value of media exposure can be measured and quantified, with metrics such as Earned Media Value (EMV) and Media Impact Value (MIV) used to estimate the value of celebrity endorsements.
Introduction to Brand Ambassadors
The question of which brand will sign Connor Storrie and Hudson Williams has been on everyone’s mind, from high-powered executives to die-hard fashion fanatics. The Heated Rivalry stars have taken the internet by storm, and it’s only natural that fashion brands will want a piece of the action. But what does it mean to be a brand ambassador, and how do these partnerships work? In the past, celebrities would simply wear a designer’s clothes to an event, without any formal agreement or contract. Think of Julia Roberts attending the 1997 Golden Globe Awards in an Armani men’s suit she bought herself at a store.
The Evolution of Celebrity-Designer Relationships
In the 1990s, designers like Tom Ford, Marc Jacobs, and Gianni Versace started to become stars in their own right, and wearing a label began to mean more than just looking good. It meant fame, access, and clout. Today, these relationships have become more formal and corporate, with contracts negotiated by managers, lawyers, and publicists. Celebrities are no longer just muses to designers, but rather brand ambassadors, contracted to promote a label through various means. This can include fronting campaigns, wearing their products, attending events like dinners, store openings, and fashion shows, or even partnering on a capsule or collection.
The Role of Social Media
The rise of social media has changed the game for luxury fashion brands. Celebrities can reach audiences in more organic ways than companies can, making them valuable partners. A picture is worth a thousand words, particularly when it comes with a fashion credit in a photo caption or a quick Instagram tag. The fashion industry has started to calculate Earned Media Value (EMV) to represent the monetary value of media exposure that has not been paid for, such as organic social posts, influencer and celebrity mentions, and press coverage. By measuring impressions and engagement, EMV estimates what a brand would have paid for equivalent advertising.
Measuring the Value of Celebrity Endorsements
The AI-powered data software Launchmetrics has its own metric called Media Impact Value (MIV), which assigns monetary value to marketing strategies in order to calculate an estimated return on investment. For example, Louis Vuitton ambassador Zendaya fronted a campaign for the brand’s latest collaboration with the Japanese artist Takashi Murakami in December 2024. Launchmetrics calculated that its MIV a week after its release had been $7.4 million. This shows the significant value that celebrities can bring to a brand, and why they are in such high demand as brand ambassadors.
The Benefits for Celebrities
Celebrities have a lot to gain from these partnerships, too. While numbers are rarely disclosed, these contracts can be very lucrative. Emma Stone’s contract with Louis Vuitton was initially reported to be worth between $6 and $10 million for two years when she first signed with the brand in 2017. Stone is a shining example of a longtime brand ambassador whose role has evolved over time. She started by fronting campaigns, but has since won an Oscar in Vuitton, filmed and recorded a podcast with its designer Nicolas Ghesquière, and covered the September 2025 issue of Vogue in six looks designed for her by the designer in a story that documented their "real-life friendship." This shows the potential for long-term partnerships between celebrities and fashion brands, and the many ways in which they can work together to create value for both parties.
