Global ambassadors bringing a fresh look to luxury labels

Luxury fashion and jewelry brands have long turned to actors, musicians, athletes, and celebrities to serve as their global brand ambassadors and spokespeople. From Charlize Theron, whose classic beauty and modern femininity embodies the spirit of Dior; to Keira Knightley, whose Audrey Hepburn-esque style made her the perfect match for CHANEL; to Swiss tennis legend Roger Federer, whose exceptional talent pairs perfectly with the Rolex brand; the right face at the right time can drive brand awareness and growth. But finding the right fit—a celebrity whose image not only aligns well with a brand’s aesthetic and values, but also elevates it—is the ultimate casting challenge. 

Here are some of the newest global ambassadors bringing a fresh look to luxury labels.

Anne Hathaway for Versace

Anne Hathaway has long reined as a fashionista—from her iconic film roles, like editorial intern-turned style icon Andy Sachs in “The Devil Wears Prada” to her many glamorous moments on the red carpet. But as the star of Versace’s campaign for its new Icons Collection, which she calls “timeless elegance with an edge,” Hathaway is no longer playing a role and instead making what is perhaps her biggest personal fashion statement. “She is a huge star, she is a businesswoman, she is creative, and she is exceptionally kind,” said Donatella Versace in an Instagram post announcing Hathaway’s new role. “That’s what makes a Versace icon!”

Julia Roberts for Chopard

Celebrating a shared love of the silver screen, Swiss jeweler Chopard—official partner of the Cannes Film Festival—and Oscar-winning actress Julia Roberts have partnered in a new campaign titled “Love of Cinema,” a 12-part digital series by award-winning director James Gray. Part of her new, multi-year role as global ambassador for Chopard, Roberts will bring her iconic megawatt smile and joie de vivre to the brand. “Through Julia and our new campaign, we exhibit a new facet of who we are, an optimistic outlook on life, and a feel-good vibe,” said Chopard co-president and artistic director Caroline Scheufele.

Kieran Culkin for Ermenegildo Zegna

Tapped as Ermenegildo Zenga’s “Triple Stitch Ambassador,” Kieran Culkin—who played enfant terrible Roman Roy on “Succession”—is the perfect fit to sport this versatile, quiet luxury sneaker. With the New York City skyline behind him as he wears the must-have shoe for next generation leaders, the Emmy- and Golden Globe-nominated actor looks every bit the stylish billionaire in the Zegna campaign. As the new Triple Stitch Ambassador, Culkin joins the 232 communities of Zegna, a family of visionaries united by a common vision of the future, according to the brand.

Suga for Valentino 

South Korean rapper Suga from BTS—aka Min Yoongi—is leading the Maison Valentino Essentials campaign, which focuses on menswear staples inspired by cinema and the subcultures that shaped Italian culture in the ‘50s and ‘60s. The K-pop artist is the latest addition to Valentino’s roster of brand ambassadors, referred to as “Di.Vas,” which stands for different values. “Chosen for his authenticity, creativity, and empathy, Suga reflects the values of the Maison, speaking to a generation through his contemporary ideals,” wrote the Italian luxury fashion house on Instagram.

Zendaya for Louis Vuitton

“Euphoria” star Zendaya is the newest brand ambassador for Louis Vuitton’s bestselling Capucines handbag, named after the Rue Neuve-des-Capucines, the Paris street where Louis Vuitton opened his first store in 1854. The campaign—shot by Mert Alas and Marcus Piggott in Roquebrune-Cap-Martin near Monaco—showcases the stunning actress posing with a series of handbags in different colorways. “From poolside to terrace, balcony to rooftop, day to night, the award-winning actress imbues the campaign and Capucines with a fresh yet sensual grace,” the brand said in a statement. 

Words by Kerrie Kennedy