Why Valentino’s New Brand Partner is a Gen Z Kenyan Comedian


The Italian couture house may be known for its celebrity-driven campaigns featuring actors like Zendaya, but the selection of its newest partner, 19-year-old internet star Elsa Majimbo, signals the brand’s commitment to finding new faces to help tell its story. Valentino partnered with Majimbo on both a campaign and to co-produce a book called “The Alphabet for Kids & Adults.” The book will not be for sale.

Majimbo has become somewhat of an overnight success, amassing more than two million Instagram followers over the last year, as her comedic videos went viral and attracted the attention of celebrities like Chrissy Teigen and earned her recognition in Western media outlets like W Magazine and Teen Vogue. Majimbo has also appeared in campaigns for Fenty and MAC Cosmetics.

Meanwhile, luxury brands have dedicated more resources over the last year to working with and supporting artists and creatives outside of fashion — namely as a way to deepen engagement with consumers at a time when fashion was perhaps not top-of-mind. Chanel recently launched its first-ever “Next Prize” fund, a $1 million initiative for international artists, while Gucci launched a Changemakers Scholarship in 2020. Valentino, for its part, has produced other literary projects and campaigns, including the WritersRoadMap mentorship program with novelist Tomi Adeyemi and the Collezione Milano campaign with authors including Ocean Vuong.



Credit: Source link

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Discover

Sponsor

spot_imgspot_img

Latest

Vishal Garg, CEO Of Better.Com Apologized For Firing 900 Workers Via Zoom

The chief executive of mortgage lender Better.com , Vishal Garg, has apologized for laying off almost 900 employees in a Zoom conference last...

The Best Shaving Brushes for Men in 2021

Most men think that the key to a great shave is the razor. But that is only a piece of the puzzle. An...

Psalm West Rocks SKIMS Outfit & Looks Likes Sis Chicago West – Hollywood Life

Psalm West is growing up – and he’s taking after his big sis, Chicago. In Kim Kardashian’s new post about her youngest child,...

Dermatologists Dish on All Things Acne Scars and How to Erase Them

Most of us can relate: We picked at a pimple, and then picked at again, and then lo and behold, a scar was...
en English
X