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Business of Fashion
2 days ago
- Business
- Business of Fashion
The New Rules of Brand Ambassadorship
The influencer economy is changing at pace, fuelled by shifting consumer expectations, the proliferation of content platforms and a renewed focus on authenticity. The once straightforward model of celebrity endorsement has evolved to a more complex, multi-layered strategy that prioritises partnerships based on cultural alignment over reach. This evolution is the focus of Launchmetrics' latest Brand Ambassador Marketing 2025 Report, which draws on proprietary data and insights from across fashion, lifestyle and beauty sectors to analyse how brand-ambassador relationships are driving influence today — from casting talent to measuring impact. The report identifies a growing preference for long-term, values-based partnerships that reflect a brand's ethos and foster trust among consumers. Today's top-performing ambassadors are not simply the faces of campaigns, but storytellers who bring credibility, community and creative alignments. As traditional metrics like visibility and impressions give way to deeper indicators of resonance and cultural effect, brands are rethinking what success looks like — and who is best positioned to deliver it. As stated in the report: 'In this new era, visibility is table stakes. True impact lies in how well an ambassador's message is amplified by media, influencers and communities — the echo effect that drives cultural relevance.' While the industry is expected to reach $8.37 billion in value in 2025, according to The Business Research Company, up from $6.17 billion in 2024, representing a compound annual growth rate of 35.7 percent — this growth doesn't necessarily equate to a continued reliance on traditional influencer strategies. Insights from a recent BoF white paper, Commercialising the Zeitgeist: Crafting a Successful TikTok Strategy, emphasise a shift towards authenticity and community engagement in influencer marketing. Brands are increasingly prioritising partnerships with micro-influencers who — despite having a smaller following — often boast higher engagement rates and a more authentic connection with their audiences. To better understand these shifts, Launchmetrics analysed more than 200 campaigns globally — using media impact value (MIV, a proprietary algorithm created and trademarked by Launchmetrics) — surveying both industry professionals and consumers. Below, BoF distils key themes from the report that are redefining the rules of brand ambassadorship in 2025. Launchmetric's Brand Ambassador Marketing 2025 Report BoF: The landscape of brand ambassadorship has undergone a significant transformation. Historically, partnerships were centered around celebrity endorsement, which proved a straightforward avenue for visibility. However, as consumer expectations evolved, so has the role of brand ambassadors. Now, 65 percent of consumers rely less on fashion influencers compared to previous years, according to BoF and McKinsey & Co.'s The State of Fashion 2024 report. In fact, BoF's Brand Magic Index — a novel, quantifiable and trackable metric to evaluate a brand's marketing efforts by measuring the distance between brands and their customers — reveals that brands with smaller followings can outperform larger counterparts in engagement. For instance, Jacquemus, with its 6.4 million Instagram followers, consistently gleans hundreds of thousands of likes per post, while in compassion, Dolce & Gabbana — despite having over 30 million followers — typically receives fewer than 10,000 likes per post. Brands that are aiming to foster deeper connections with audiences should prioritise engagement metrics and authenticity of influencers — recognising that a highly engaged community often holds more value than a vast, but passive, follower-base. Launchmetrics Report: The role of the brand ambassador has transformed dramatically. Where icons such as Audrey Hepburn or Michael Jordan stood as monolithic figures of glamour and greatness, today's ambassadors — Zendaya, Emma Chamberlain, Bad Bunny — operate within a much more complex matrix of influence. These figures aren't just endorsers — but multi-hyphenates, cultural translators and co-creators who bring lived identity, social values and community relevance to every brand moment. Modern ambassadorship is less about image and more about narrative alignment — a dynamic exchange between talent, audience and brand. Today's partnerships are judged as much for their symbolic resonance as their reach. BoF: In an evolving landscape of brand ambassadorship, visibility is no longer the sole indicator of success. As the digital realm becomes increasingly saturated, the true measure of an ambassador's impact lies within amplification — the extent to which their message resonates and proliferates across various platforms. Social platforms are democratising user engagement and content reach — TikTok, for instance, introduced Stitches as a format. This allows for one creator's video to be integrated with another, facilitating responses from other community members, content creators and brands directly. Launchmetrics Report: In a media environment driven by a constant stream of content and short attention spans, visibility alone has become commoditised. What matters now is 'indirect echo' — the ripple effect of a campaign across third-party media, creator content, cultural commentary and fan engagement — which can be discovered through Launchmetrics' new 'Voice Echo' reporting. Seventy-seven percent of media impact value (MIV) comes from Indirect Echo, on average, in the case of official ambassadorships — proving that the real power of ambassadorships lies in what others say in response, not just what the ambassador or brand posts. A prime example of this was Roger Federer's nod to the film Challengers during Zendaya's On campaign — which drove $422k alone in MIV. It's not just about who is posting, but who is talking back, and why. BoF: In 2024, the dynamics of cultural impact have shifted decisively. While celebrity endorsements once guaranteed attention, today's influence is built on resonance, not reach. The deepest cultural connections are those aligned with a brand's values, their communities and their creative direction. By contrast, campaigns that chase virality or 'shock value' often burn fast and fade faster. Strategic partnerships — built on shared values, co-creation and cultural fluency — are proving to be more impactful. These are becoming essential to long-term brand equity. Launchmetrics Report: The most successful partnerships are defined by strategic alignment, not just star power. Consider Zendaya's collaboration with Louis Vuitton, which generated $25.3 million in MIV through a combination of storytelling, cultural fluidity and Gen-Z relevance; or Lewis Hamilton's long-term ties with Dior and IWC Schaffhausen, which continue to deliver consistent results — earning $5 million and $2.9 million in MIV respectively within just one month. Equally significant are rising voices like Nara (Aziza) Smith, whose campaigns with Marc Jacobs and H&M, while operating at a smaller scale, delivered standout performance thanks to her micro-aesthetic fluency and editorial credibility. H&M's campaign with Smith saw owned media jump from the typical 10 percent to 41 percent of total MIV — indicating the extent to which aligned storytelling can drive deeper brand investment and audience traction. As Virginia Ritchie, chief marketing officer at Tommy Hilfiger, notes: 'It's not about the size of the name anymore, but how naturally they speak to the brand's values.' BoF: The integration of artificial intelligence, or AI, into ambassador marketing is revolutionising how brands access and enhance the impact of their partnerships. Beyond streamlining content production, AI tools are now pivotal in decoding complex consumer behaviours and cultural trends — enabling brands to make data-informed decisions that resonate with their target audience. Such integrated data analysis systems allow brands to track the reach and impact of their ambassador campaigns in real life — identifying which partnerships drive meaningful engagement and align with evolving consumer values. As the marketing ecosystem becomes increasingly complex, the ability to harness AI for deep, actionable insights is no longer a luxury — it's a necessity. Brands that adopt these integrated analytical approaches are better positioned to navigate the nuanced landscape of cultural influence — ensuring their ambassadorships are both authentic as well as effective. Launchmetrics Report: Traditional return on investment (ROI) tracking explains what happened. But AI-powered qualitative analysis reveals why it mattered. By parsing thousands of media articles, campaign assets and social conversations, Launchmetrics' proprietary system surfaces value themes — such as 'nostalgia,' inclusivity' or 'performance lifestyle' — that define each ambassador's cultural contribution. This enables brands to choose talent based on not just their follower count or past campaigns, but on the values that they consistently evoke. For instance, AI flagged 'African inspired craftsmanship' as a recurring theme in Hamilton's Dior coverage — a nuance that would be missed in standard metrics. AI brings meaning to scale. It's a strategic tool, not just an analytical one. BoF: Brands are increasingly focusing on community engagement and co-creation in order to build authentic connections with their audiences. Cultivating genuine communities can be one of fashion's most powerful means of engaging consumers and building brand loyalty — particularly in times of economic uncertainty, according to BoF's latest case study: How Brands Build Genuine Communities. The study highlights that successful brands are those that move beyond simply transactional relationships and instead foster environments where consumers feel a sense of belonging and shared purpose. By creating spaces for meaningful interaction and co-creation — these brands not only enhance consumer loyalty but also build resilience against market fluctuations. In an era where consumers seek more than just the products available, the ability to build and nurture genuine communities stands out as a critical differentiator in the industry. Launchmetrics Report: As the industry looks forward, the next era of brand ambassadorship will be defined by 'ecosystem thinking' — how ambassadors engage, not just as spokespeople, but as co-creators, cultural catalysts and community conduits. It's no longer about who can post the loudest, but who can co-create the most meaningfully. The future belongs to brands that see talent as partners in cultural authorships — not just vehicles for product placement. Discover more insights in the report, from the evolving landscape of brand ambassador marketing in fashion, lifestyle and beauty, ROI metrics like MIV, Voice Echo analysis, 2024's top performers and standout case studies featuring Nara Aziza Smith, Zendaya, and Lewis Hamilton. This is a sponsored feature paid for by Launchmetrics as part of a BoF partnership.
Buzz Feed
24-05-2025
- Entertainment
- Buzz Feed
Bad Bunny's NSFW Selfie In Calvin Klein Undies
I think Bad Bunny broke the internet. Seriously, X had been on the fritz around the same time the "Me Porto Bonito" singer posted a series of photos on Instagram. I have theories. On May 23, Benito Martínez Ocasio shared images of him wearing his Prada from the 2025 Met Gala, getting his hair done, a picture with his brother, Bernie, and a couple of food and old family photos — but one image stole the show. The one image I'm accusing of breaking the internet was a selfie of Bad Bunny in nothing but his really, really tight undies. If you didn't know, in March 2025, the Grammy-winner became a global ambassador for Calvin Klein and went viral for being featured in the brand's Spring 2025 underwear campaign. Here's the photo in question: Look at that hat collection! It was reported that he generated $8.4 million in media impact value in less than 48 hours for the Calvin Klein campaign, according to Launchmetrics. Now, in less than 48 hours, he has the internet in a frenzy once again with an even spicier NSFW mirror photo. MTV said, "i'm willing to lose my job flirting over" the NSFW photo, and they're not the only ones. Another person said, "Sorry about this everyone he sent this to the wrong number." People are out of control. Someone said, "I'LL LEAVE MY HUSBAND," and I giggled. Be serious. Selecting "Daddiest" for Graphic Quality is wild. Using a SpongeBob SquarePants meme is diabolical behavior, but also highly understandable. When someone simply said, "jesus christ," I was like, what else can you say about something that shocking? I stand corrected because you can also name the whole family unit, like this person who said, "jesus maria y josé." Not as spicy but equally shocking, Bad Bunny also shared a photo of him hanging out with Frank Ocean, and honestly, it had people just as shook. Could this mean there's a Frank and Benito collaboration on the horizon? I really, truly hope so. What do you think about Bad Bunny's latest "OMG" photo?
News18
14-05-2025
- Entertainment
- News18
Shah Rukh Khan Tops Power Ranking After Met Gala Debut, Beats Diljit Dosanjh
Last Updated: Shah Rukh Khan is followed by Lewis Hamilton and Punjabi singer Diljit Dosanjh at the power ranking chart. Bollywood superstar Shah Rukh Khan has topped the power ranking chart at the Met Gala 2025. The list, released by Hollywood Reporter, features SRK at the top, followed by other stars including F1 racing star Lewis Hamilton, Rihanna, Zendaya, and the Indian Punjabi singer Diljit Dosanjh. According to data from Launchmetrics, Shah Rukh Khan's media impact value (MIV) following his Met Gala appearance has contributed to a massive $19 million. SRK is followed by Lewis Hamilton, who wore an all-white Wales Bonner outfit, earning $9.4M in MIV. On the third spot of the list is Diljit Dosanjh with $7.3M in MIV. Shah Rukh Khan made his debut at the Met Gala 2025. He wore a special all-black outfit designed by Sabyasachi Mukherjee. Keeping up with the theme of the event, he donned a long coat made from fine Tasmanian wool. Underneath, he wore a black crepe de chine silk shirt, and tailored superfine wool trousers. A pleated satin kamarbandh completed his bespoke look. Several necklaces adorned his chest, including a massive diamond-studded letter 'K'- standing for King Khan." View this post on Instagram A post shared by Shah Rukh Khan (@iamsrk) While speaking with TIME about his Met Gala 2025 debut, Shah Rukh Khan said, 'It's important to represent my countrymen and people. India is taking a stand in a lot of things and it's important to have our presence felt." He further lauded Met Gala's theme this year: 'Superfine: Tailoring Black Style." He explained, 'I liked what it stood for—the concept of revolution and resolution, not through anger or fighting, but by being exuberant and artistic. Dressing up in a way that made a statement." Later, Shah Rukh Khan also took to his X (formerly Twitter) handle and expressed gratitude to ace fashion designer Sabyasachi Mukherjee. 'Thx Sabyasachi & ur whole team for introducing me to the Met Gala. It's not my 'space' but u made me feel so comfortable…becos u, like me, believe…Style & Fashion…is just being who you are. And all of u made me feel like a 'K'!" King Khan wrote as he also shared a couple of pictures from his Met Gala debut. First Published:
Time of India
14-05-2025
- Entertainment
- Time of India
Shah Rukh Khan tops Met Gala power ranking 2025 with $19M media impact value, beats Diljit and Rihanna- report
Bollywood megastar has claimed the top spot on the Hollywood Reporter's Power Ranking chart following his grand debut at the Met Gala 2025. Surpassing global icons like , Zendaya, and Lewis Hamilton, SRK led the list with a staggering $19 million in media impact value (MIV), as reported by Launchmetrics. Tired of too many ads? go ad free now A Grand Debut at the Met Gala Marking his first-ever appearance at the prestigious fashion event, Shah Rukh Khan stunned the global fashion world in a specially curated black ensemble designed by . His outfit, which aligned perfectly with the theme of the evening, featured a long coat made from premium Tasmanian wool, a crepe de chine silk shirt, and tailored superfine wool trousers. The look was elevated by a pleated satin kamarbandh and a striking diamond-studded 'K' necklace—signifying 'King Khan.' His stunning and regal presence on the Met Gala carpet sparked widespread media buzz and admiration from fans across the world. SRK Beats Global Icons Shah Rukh's media impact left behind several prominent global personalities. F1 champion Lewis Hamilton, who appeared in an all-white Wales Bonner outfit, ranked second with $9.4 million MIV. Indian music sensation secured the third spot with $7.3 million MIV, reinforcing his rising global influence. Rihanna and Zendaya rounded out the top five, making this year's Met Gala one of the most culturally diverse and star-studded editions yet. A Personal Note of Gratitude Following the global praise, Shah Rukh Khan expressed heartfelt thanks to designer Sabyasachi on his X (formerly Twitter) handle. 'Thx Sabyasachi & ur whole team for introducing me to the Met Gala. It's not my 'space' but u made me feel so comfortable… becos u, like me, believe… Style & Fashion… is just being who you are,' he wrote, sharing glimpses from the event. Work front On the work front, SRK was last seen in the comedy film 'Dunki' which was directed by Rajkunar Hirani.
Yahoo
12-05-2025
- Entertainment
- Yahoo
Who Won the 2025 Met Gala? Thom Browne's Resale Demand Rises, Prabal Gurung Scores High With Diljit Dosanjh and Paul Tazewell Gets Social Media Boost
A premier venue for fashion brands, the Met Gala highlighted the work of both major fashion brands and independent designers in its 2025 edition. Following the theme 'Superfine: Tailoring Black Style,' celebrity guests lent their likability to different labels and creatives, boosting their sales and social media numbers from the red carpet event. Costume designer Paul Tazewell, who collaborated with Thom Browne on Janelle Monáe's optical illusion dress and designed Chappell Roan's pink suit, benefited from online discussions. According to a report from Trendalytics, Tazewell's social media accounts saw an engagement increase of 38,471 percent on the day of the gala. More from WWD Keke Palmer on Using 'Fashion as a Tool for Activism,' Her 2025 Met Gala Look and American Express Partnership Google Searches and Pantone Look Ahead to Met Gala-inspired Colors and Trends: From Zendaya's Hat to Savannah James in Windsor Wine Sergio Hudson's Stevie Wonder Met Moment Grace Wales Bonner, who dressed Lewis Hamilton, Tyler Mitchell, Regina King and others, followed the Broadway costumer, ranking second in social media engagement with an increase of 25,143 percent. Chanel, represented by Dua Lipa and Jennie, among others, came in third with a hike of 10,317 percent. Thom Browne, who created custom looks for more than 15 attendees, including Lorde and Demi Moore, saw its online resale demand increase by 85 percent on The RealReal, leading among other designers on the platform. According to a report from the luxury resale e-commerce site, the post-gala demand also saw increases of 55 percent for Alaïa, worn by Miley Cyrus, and 45 percent for Miu Miu, worn by Gigi Hadid. When it comes to star power, Prabal Gurung scored high by dressing Diljit Dosanjh. According to Launchmetrics, the Indian singer was the top voice of the event, generating $2.8 million in media impact value in 48 hours. The Nepalese designer also dressed Colombian singer Shakira, who earned the gala $2.09 million in MIV in the same time frame. Other highlights of the 2025 gala included Sergio Hudson, who created looks for 19 people for the soiree, including Stevie Wonder and Rachel Brosnahan, and Louis Vuitton. The French label collaborated with an extensive list of guests that included viral looks from Sabrina Carpenter, Lisa and Zendaya, and its menswear creative director, Pharrell Williams, who was one of the co-chairs of the night. View Gallery Launch Gallery: Best Moments of the Met Gala 2025: Photos Best of WWD Celebrities Wearing Zara: From Melania Trump's Controversial Coat to Kate Middleton's Blazer Collection [PHOTOS] The Stories Behind Audrey Hepburn's Wedding Dresses and What Happened to the Gown That Never Made It Down the Aisle La La Anthony's Style Through the Years: Met Gala Looks, MTV Days and More Photos
