Until recently, the participation of pop stars in luxury brand campaigns led to skepticism: too old-fashioned, too mass-produced, too “pop”. They were invited to shows not as heroes of campaigns and big shots, but simply as guests. But times have changed and fashion has succumbed to the flow of time. Nowadays, pop culture not only invades the world of high fashion, but also becomes its driving force. Artists like Miley Cyrus, Ariana Grande and Kylie Jenner are not just celebrities anymore. They define the visual codes of the era, and designers willingly use their influence to explain their language to new audiences.
Miley Cyrus replaces Maison Margiela
Miley Cyrus became the first famous face of the Maison Margiela fashion house. The conflict instantly became a scandal, and for good reason. Martin Margiela initially built his brand on the principle of anonymity. Even models at fashion shows wore masks that concealed their faces, so the main focus was on the clothes. And now, 40 years later, the brand has a face, even one from the pop industry. The fashion community was immediately divided into two camps: some supported the decision of the new creative director of the brand, Glenn Martens, while others considered this step a betrayal of the philosophy of the founder of Maison Margiela.
Ariana Grande for Swarovski
Swarovski decided to make the most of its global ambassador Ariana Grande and made her the face of its new Dulcis collection. And if previous capsule collections with the singer still carry a certain amount of meaning, this time the brand has limited itself to just “fun pop vibes.”
Hailey Bieber nominated for Saint Laurent
This isn’t the first time Hailey Bieber has posed for Saint Laurent; It has appeared frequently in the brand’s clothing before. It hasn’t always been a hit, as was the case at the 2025 Met Gala, but street style looks in Saint Laurent leather goods are often the subject of controversy. Hayley’s next shoot for the brand was no exception and garnered a lot of attention. And this time, there was much less negativity than rave reviews from the fashion industry and social media users.
Paris Hilton to Karl Lagerfeld
The Karl Lagerfeld From Paris With Love campaign, which introduced 2000s pop icon Paris Hilton as the face of the brand, pays homage to the work of Karl Lagerfeld. In the shot, Paris looks like the designer herself: slicked-back hair, black trousers and big glasses. Despite the unusual choice of the main person of the campaign, social network users reacted positively to the collaboration. “Paris is both a global icon and a businesswoman who understands the cultural power of image and reinvention. She and Karl defined eras, each in their own way,” said Pier Paolo Riggi, CEO of Karl Lagerfeld.
Kylie Jenner for Miu Miu
“He’s not ours!” – This is exactly how Miu Miu girls reacted when they saw Kylie Jenner in the brand’s new campaign. The choice of the hero for the shooting instantly caused heated discussions among users. Just yesterday Miu Miu was associated with naive sophistication and girlish irony, but today it is the personification of popular culture and glamor in the frame. But it seems that this is exactly the new vector of fashion; The boundaries between high fashion and mass culture are increasingly blurring, and brands are no longer afraid to collaborate with individuals whose fame comes from social networks.
Source: People Talk
Elizabeth Cabrera is an author and journalist who writes for The Fashion Vibes. With a talent for staying up-to-date on the latest news and trends, Elizabeth is dedicated to delivering informative and engaging articles that keep readers informed on the latest developments.
