Celebrity & KOL Creative Directors - Fashion / Luxury

Pharrell Williams - Men’s Creative Director at Louis Vuitton

Pharrell Williams, appointed Men’s Creative Director at Louis Vuitton in February 2023, stands as one of the most high-profile examples of a celebrity leading a major luxury house. A multi-Grammy-winning musician and producer, Pharrell built a cross-disciplinary reputation through his streetwear ventures Billionaire Boys Club and Ice Cream, along with early collaborations with Louis Vuitton and Chanel.

His appointment followed the passing of Virgil Abloh and reflected Louis Vuitton’s strategy to strengthen its identity as a “cultural maison.” Industry analysts noted that the hire underscored a new era in which influence and creative vision can outweigh traditional design credentials.

Pharrell’s debut collection at Paris Men’s Fashion Week 2023 introduced the pixelated “Damoflage” print - a reinterpretation of the brand’s classic Damier motif. The show reportedly generated an estimated US $38 million in Media Impact Value within its first month. Critics praised the collection for merging streetwear and luxury craftsmanship, with The Guardian describing his direction as “luxury through a pop-cultural lens” that brought renewed energy and inclusivity to Louis Vuitton’s menswear line.

Jaden Smith - Men’s Creative Director at Christian Louboutin

In September 2025, Christian Louboutin appointed Jaden Smith as its first-ever Men’s Creative Director, marking a major milestone for the brand’s growing menswear line. Known for his genre-defying fashion sense and activism, Smith first gained global attention as an actor and musician before founding his streetwear label MSFTSrep. His fearless approach to style - including gender-fluid red-carpet looks - positioned him as one of fashion’s most progressive young voices.

Smith’s appointment followed years of collaboration and dialogue with Christian Louboutin, who praised his “multidimensional vision” and cultural relevance. The role tasks him with overseeing men’s footwear, leather goods, and creative campaigns. According to Business of Fashion, Louboutin’s menswear business accounted for nearly a quarter of its total revenue in 2024, and the brand views Smith’s influence as key to expanding its cultural and generational reach.

His first capsule collection is set to debut at Paris Men’s Fashion Week 2026, blending bold design with social consciousness. Early reactions from the industry frame his appointment as a symbolic evolution - merging celebrity impact with authentic creative leadership in luxury fashion.

Rihanna - Creative Director (Women’s) at Puma

In December 2014, Rihanna was appointed Creative Director for Puma’s women’s line, where she oversaw apparel and footwear design. Her first “Fenty Beauty x Puma” collection debuted in 2016, blending athletic wear with street luxury and quickly revitalising the brand’s image. Under her direction, Puma reported double-digit sales growth in women’s footwear and apparel, driven by the success of her Creeper and Trainer lines.

Rihanna later extended her fashion footprint by founding Fenty, a luxury maison under LVMH, becoming the first Black woman to head a brand within the conglomerate. Her approach combined inclusive design, digital-first retail, and cultural storytelling - setting new standards for diversity in luxury.

Though Fenty Beauty paused operations in 2021 to focus on her booming Fenty Beauty and SavageXFenty lines, Rihanna’s tenure across both Puma and LVMH remains a blueprint for how celebrity-led creative direction can achieve both cultural and commercial success.

Kendall Jenner - Creative Director at FWRD

In September 2021, Kendall Jenner was named Creative Director of FWRD, the luxury e-commerce platform owned by Revolve Group, Inc. The appointment positioned Jenner not only as the face of the brand but as a decision-maker overseeing curation of designer assortments, seasonal edits, marketing campaigns, and brand partnerships.

According to Business of Fashion, the role aimed to blend Jenner’s digital influence with FWRD’s contemporary-luxury positioning, leveraging her global following of over 300 million Instagram users to enhance the platform’s visibility among Gen Z and millennial shoppers. Her focus has included spotlighting emerging designers and re-establishing FWRD as a tastemaker in online luxury retail.

While Jenner continues her modelling career and other ventures, her involvement at FWRD reflects how influencer-driven creative direction can merge content creation, digital merchandising, and celebrity branding into one strategic role within the modern luxury landscape.

Celebrity & KOL Co-creators

Harry Styles - Collaborative Creative Role with Gucci

In 2022, Gucci unveiled the “HA HA HA” collection co-created by Harry Styles and then-Creative Director Alessandro Michele. The capsule - named after the first letters of Harry and Alessandro - merged vintage British tailoring with 1970s romanticism and playful gender fluidity.

Styles, known for his boundary-breaking fashion and long-standing relationship with Gucci, had served as a brand ambassador since 2015. His consistent red-carpet looks in Gucci tailoring established him as one of the brand’s most recognisable cultural figures, paving the way for a deeper creative collaboration.

The project blurred the line between celebrity endorsement and design authorship, showing how a performer’s personal style can shape a brand’s creative identity. Critics praised it as a “celebration of friendship and fluidity,” reinforcing Gucci’s image as a house in tune with contemporary culture.

Dua Lipa - Co-Designer for Versace’s “La Vacanza” Collection

Dua Lipa, co-designer of Versace’s Pre-Fall 2023 “La Vacanza” collection, stands as one of the most prominent examples of a global pop star stepping into an authentic creative role within a major fashion house. A Grammy-winning artist and long-time Versace muse, Dua had previously fronted several of the brand’s campaigns and red-carpet looks, establishing a close creative relationship with Donatella Versace.

Her appointment was officially announced in May 2023, with both stars revealing the collection at a live show during the Cannes Film Festival. The collaboration reflected Versace’s strategy to strengthen its connection with Gen Z consumers and reinforce the brand’s glamorous yet youthful identity. Industry observers noted that Dua’s hands-on involvement - selecting silhouettes, fabrics, and colour palettes - signalled a growing era where influence and cultural relevance complement design expertise.

The “La Vacanza” collection, praised for its pastel tailoring, butterfly motifs, and early-2000s sensuality, quickly became one of Versace’s most digitally engaging launches of 2023. Critics described it as “sun-soaked Italian glamour filtered through a modern pop sensibility,” reaffirming Dua Lipa’s role as both a style icon and an emerging creative force within contemporary luxury fashion.

Jennie (BLACKPINK) - Co-Designer for Calvin Klein’s Capsule Collection

Jennie Kim, known globally as a member of BLACKPINK, co-designed a limited-edition capsule collection for Calvin Klein in May 2023, marking one of the brand’s most commercially successful celebrity collaborations to date. As a long-time Calvin Klein ambassador since 2021, Jennie had already fronted several campaigns, establishing a minimalist yet sensual aesthetic that resonated with the brand’s core DNA.

Her appointment as a creative partner was a natural progression of that relationship, reflecting Calvin Klein’s strategy to expand its cultural influence and engage Gen Z consumers, particularly across Asia. Jennie contributed to the design process - selecting colours, materials, and fits across denim, underwear, and knitwear pieces, all reflecting her signature effortless style (Vogue).

The collection, titled “Jennie for Calvin Klein,” sold out within hours of launch across several markets, driving record online engagement for the brand. Industry analysts credited the project for boosting Calvin Klein’s digital relevance, with Harper’s Bazaar calling it “a masterclass in celebrity-led authenticity that blurs the line between ambassador and designer.” Jennie’s hands-on creative direction underscored her growing influence as both a fashion tastemaker and cultural icon in the global luxury landscape.

Kim Kardashian - Curator for Dolce & Gabbana’s Spring/Summer 2023 Collection

Kim Kardashian took on the role of curator for Dolce & Gabbana’s Spring/Summer 2023 collection, unveiled during Milan Fashion Week 2022. Building on her long-standing relationship with the Italian fashion house, Kardashian collaborated closely with Domenico Dolce and Stefano Gabbana to select archival looks from 1987 to 2007, reinterpreting them through a contemporary lens.

The partnership, branded “Ciao, Kim,” was part of Dolce & Gabbana’s strategy to revive its early-2000s aesthetic and re-engage younger audiences drawn to nostalgic glamour. Kardashian’s creative input extended to the collection’s styling, music, and visual direction - infusing the show with her trademark minimalist sensuality and media-savvy storytelling.

The collection’s presentation became one of the most viral moments of the season, driving millions of views across social platforms and strengthening Dolce & Gabbana’s cultural visibility. Critics described the collaboration as “archival opulence meets digital-age celebrity,” with Kardashian’s curation reaffirming her influence as both a fashion entrepreneur and a creative collaborator capable of shaping brand perception.

Kanye West (Ye) - Former Partner of Adidas

Kanye West (Ye) stands as one of the most influential figures in the intersection of fashion, music, and culture. As the founder and creative director of Yeezy, he transformed sneaker design and streetwear aesthetics into a global luxury phenomenon. In 2009, he partnered with Louis Vuitton to release the Louis Vuitton Don sneaker line, a three-style collection designed with Marc Jacobs that quickly sold out and became a cult collector’s item. The collaboration marked one of the earliest examples of a recording artist contributing meaningfully to a luxury brand’s design process - years before celebrity-led creative direction became a mainstream strategy.

That same year, West launched the Air Yeezy line with Nike, introducing the first-ever Nike sneaker created in partnership with a non-athlete. The Air Yeezy (2009) and Air Yeezy II (2012) combined futuristic design with luxury materials, selling out instantly and reselling for thousands on secondary markets.

West’s partnership with Adidas in 2016 elevated Yeezy into a multibillion-dollar brand, generating over $1.7 billion in annual sales at its peak. His design language - defined by neutral tones, sculptural silhouettes, and minimal branding - reshaped the visual codes of contemporary fashion. Despite the partnership ending in 2022, Yeezy’s influence continues to permeate both luxury and streetwear markets.

Kanye’s unconventional trajectory, from musician to fashion mogul, paved the way for later celebrity creative directors like Pharrell Williams at Louis Vuitton and Jaden Smith at Christian Louboutin. His legacy underscores how vision, controversy, and cultural impact can redefine creative authority within the modern fashion system.

Drew Barrymore - Creative Partner and Brand Ambassador for Garnier

Drew Barrymore joined Garnier in March 2021 as a brand ambassador and creative partner, marking her transition from Hollywood icon to sustainability advocate within the beauty industry. Known for her relatable charm and authenticity, Barrymore’s appointment was part of L'Oreal SA’s broader mission to humanise its communication strategy and align Garnier with a more inclusive, eco-conscious consumer base.

Her role extends beyond traditional ambassadorship - she contributes to product development, campaign ideation, and brand storytelling across Garnier’s Whole Blends and Nutrisse ranges. According to L'Oreal SA, Barrymore’s involvement was designed to “inspire consumers through transparency, accessibility, and natural beauty” while amplifying Garnier’s green initiatives and cruelty-free certifications.

Under Barrymore’s creative partnership, Garnier has strengthened its sustainability-focused narrative, with campaigns highlighting recyclable packaging and responsibly sourced ingredients. Her approachable image and long-standing reputation for authenticity have helped reposition Garnier as a brand balancing mass-market accessibility with purpose-driven beauty, reinforcing how celebrity-led creative direction can advance both storytelling and sustainability in the global beauty landscape.
Creative Directors Beyond Fashion

Cardi B - Creative Director in Residence at Playboy

Cardi B was appointed Creative Director in Residence at Playboy in December 2021, leading the brand’s creative revival and the launch of its creator platform, CENTERFOLD. The partnership redefined Playboy’s cultural identity for a new generation, blending fashion, digital content, and empowerment. Cardi’s appointment marked a milestone as she became one of the first female entertainers to hold an executive creative role in a legacy lifestyle brand.

Big Sean - Creative Director of the Detroit Pistons

In March 2021, Big Sean was named Creative Director of Innovation for the Detroit Pistons, bringing his hometown pride and artistic sensibility to the NBA franchise. His role bridges basketball, community, and design - overseeing collaborations, merchandise, and fan engagement initiatives. The appointment reflected the Pistons’ strategy to connect with younger audiences and infuse Detroit’s creative spirit into the team’s visual identity.

will.i.am - Director of Creative Innovation at Intel

will.i.am joined Intel as Director of Creative Innovation in 2011, where he advised on design and cultural integration for the brand’s technology products. The partnership aimed to fuse technology and popular culture, highlighting how celebrity creativity could humanise innovation. His appointment set a precedent for cross-industry creative roles, positioning will.i.am as one of the earliest entertainment figures to formally influence brand direction in tech.

Justin Timberlake - Creative Director for Bud Light Platinum

In January 2013, Justin Timberlake was named Creative Director for Bud Light Platinum, a premium beer line by Anheuser-Busch. His role included shaping the brand’s advertising strategy and music-led campaigns, beginning with his single “Suit & Tie” featured in the Super Bowl launch commercial. The collaboration aimed to position Bud Light Platinum as a more sophisticated lifestyle beverage, blending Timberlake’s image of modern luxury with Anheuser-Busch’s mainstream appeal.

Alicia Keys - Creative Director for BlackBerry

Alicia Keys was appointed Global Creative Director at BlackBerry in January 2013, shortly after the launch of the BlackBerry 10 smartphone. Tasked with rebranding the tech company through artist collaborations and creative storytelling, Keys’ appointment reflected BlackBerry’s attempt to merge culture and technology during a period of declining market relevance. However, the partnership was short-lived, ending within a year, as the company struggled to recapture its former dominance.

Beyoncé - Global Creative Partner for Pepsi

In December 2012, Beyoncé entered a multimillion-dollar global partnership with Pepsi, serving as a Creative Director and brand collaborator. The deal, valued at approximately $50 million, was designed as a true co-creation venture - encompassing content development, limited-edition packaging, and live event concepts. The collaboration blurred the line between artist endorsement and creative leadership, positioning Beyoncé as both a cultural icon and a strategic brand architect for Pepsi’s new generation of campaigns.

Conclusion: When Star Power Meets Strategic Vision

The growing presence of celebrities and KOLs in creative director roles marks a fundamental evolution in how brands build identity, loyalty, and cultural resonance. What began as traditional endorsement has transformed into co-creation, where global icons like Pharrell Williams, Rihanna, and Dua Lipa are not merely faces of campaigns but architects of brand storytelling. Their influence extends beyond aesthetics - shaping how luxury, fashion, and lifestyle brands connect with digital-native audiences who value authenticity, cultural fluency, and shared values over heritage alone.

This movement also demonstrates how creative authority is no longer confined to those with formal design training. From Pharrell’s “cultural maison” at Louis Vuitton to Jennie’s hands-on role at Calvin Klein and Kim Kardashian’s archival curation for Dolce & Gabbana, each partnership underscores the shifting balance between creative vision and influence capital. Even outside fashion, collaborations such as Cardi B at Playboy and Big Sean at the Detroit Pistons illustrate how industries as diverse as sports, beauty, and technology are embracing cultural icons as strategic leaders.

Ultimately, the rise of celebrity creative directors reflects a new creative economy - one where influence, authenticity, and storytelling drive brand equity. When executed with intent and genuine creative input, these partnerships can redefine not only how consumers see a brand, but also how brands participate in the broader cultural conversation. As the line between celebrity and creative leadership continues to blur, the future of brand direction may belong as much to the stage and screen as to the studio.

Cover Image: The Business of Fashion.