Why Are So Many Celebs Creative Directors?

Well, easy.

To keep the brand popular.

But then…

Why not just use them for ads?

I mean, let’s be honest. If you were to read “Pharrell Williams is the new creative director of Louis Vuitton” versus “Pharrell Williams models the new LV bag.”, which one would spike more attention? Exactly.

Over the past few years, celebrities have started stepping into actual roles within fashion houses. We’ve seen Dua Lipa co-design for Versace, Kendall Jenner named creative director of FWRD, Lady Gaga collaborating with Dom Pérignon, and most recently Pharrell Williams leading menswear at Louis Vuitton.

So why go this far?

Because when a celeb becomes a creative director, it just feels more authentic than just slapping their face on a campaign. It is about tapping into their full image, energy, and influence. It signals a deeper collaboration that lasts more than a season. It tells the world they are not just a model for the brand. They are part of the brand.

Let’s get something straight.

Luxury brands are exclusive by nature. They are made for a specific audience with serious money. So, do those people really need Kendall Jenner to convince them to buy a bag? Eh, not really. But staying relevant matters. Even if wealthy consumers will buy it anyway, brands still want to be talked about. They want to be on your feed. They want to be part of the culture. And celebrities help with that.

Luxury brands need to stay culturally relevant. They need the wider public, even the ones who cannot afford anything, to still see them as aspirational. That desire is what keeps the brand’s image strong. If regular people stop caring, the brand stops feeling special.

It is kind of ironic, isn't it? A brand stays luxury because most people cannot have it, but most people still need to want it. There has to be that separation between us and them. And that’s where celebrities come in. They are relatable enough to get people excited, but famous enough to still feel out of reach. That balance is what keeps the luxury fantasy alive.

Look at Louis Vuitton, for example. An iconic luxury house that now does streetwear. Appointing someone like Pharrell works perfectly in that space. He has the style, the following, and the cultural reach. and most important, the connections. Everyone in the industry is friend with him and this makes it easier to reach broader audiences. It creates hype and desire, even if most people can’t afford it. People will still line up for the perfume, sunglasses, or phone case: the more “accessible” pieces.

But would a couture house like Schiaparelli do the same? Probably not. Couture is not meant to appeal to the masses. It is for an elite circle. It’s not for everyday wear, and it’s not supposed to be. Appointing a celebrity could actually water down that image.

So yeah, it all depends on the brand. LV does streetwear, so Pharrell fits.

Schiaparelli? That’s Met Gala, red carpet, runway fantasy. Very few people buy couture but everyone watches it. The dream is different.

It’s not just fashion chaos. It’s smart marketing. 

Celebs bring buzz, relatability, and cool factor, and for brands that want to stay relevant, that’s priceless.