The Role of Creative Agencies & Celebrities in Building Iconic Fashion Campaigns

What even makes a fashion campaign relevant? Sometimes, they don’t even make sense. I mean, what does a girl running on the beach in a couture gown, surrounded by wild horses, have to do with me? How am I supposed to connect with that?

Well, enter the age-old art of inspirational marketing—now supercharged by the social media era, where celebrity marketing has become a force of its own. With Bad Bunny’s latest CK campaign we are not complaining, it goes to prove that creative agencies are truly tapping into a larger cultural movement, creating not just moments but immersive experiences that ultimately bring the brand’s vision to life.

Strategic celebrity partnerships are not a new concept. While strategic celebrity partnerships are nothing new, their impact goes way beyond economic profit. Their true power lies in the lasting connection they generate between the audience and the brand’s story telling, shaping perception, loyalty, and, let’s be honest, making sure you never forget that one ad where your favorite celebrity made you suddenly care about a brand you hadn’t even heard of before. So, when choosing a spokesperson for a campaign, does attractiveness and popularity are the only key factors that go into consideration when selecting someone to represent the brand? We think not. Its more than looks, its about the storytelling each celebrity has meticulously crafted, its their lyrics, their stances, their fashion, their instagram feeds, their movie character, there iconic one liners This drives brands to utilize celebrities in their marketing efforts. 

So, when choosing a spokesperson for a campaign, are attractiveness and popularity the only key factors? We think not.

It’s more than just good looks—it’s about the storytelling each celebrity has meticulously crafted. It’s their lyrics, their stances, their fashion choices, their Instagram feeds, their movie roles, their iconic one-liners. It’s their whole public persona, making them more than just a face but a narrative in themselves. And that’s exactly why brands turn to celebrities—because their stories don’t just sell products; they sell a feeling, a lifestyle, a movement and they hope it aligns with their own vision.

Recent collaborations, such as Rachel Sennott for Balenciaga, Gigi Hadid for Havaianas, and Bad Bunny for Calvin Klein demonstrates just that.

Photo via Elle / Alana O’Herlihy

The Backbone of Fashion Marketing: Creative Agencies

At the heart of these iconic campaigns, a creative agency works behind the scenes to shape the brand's identity, develop storytelling strategies and execute key marketing initiatives. They oversee key details, ensuring a smooth transition from concept to execution, from casting a celebrity to coordinating stylists and photoshoots.

In the Calvin Klein x Bad Bunny campaign, it wasn’t just about selling underwear, or was it?

The campaign, directed by photographer Mario Sorenti, features Calvin Klein’s Icon Cotton Stretch underwear with the new stitch-free Infinit Bond waistband. The campaign video, set to Bad Bunny’s hit song “EoO,” was filmed in Puerto Rico, his home country—furthering the authenticity of their partnership. 

The campaign, titled “Bad Bunny is Infinite,” generated $8.4 million in earned media impact value (EMV) within 48 hours of its launch, according to figures from Launchmetrics. The impact extended across socials, garnering over 3.7 million likes and 56 million views on Instagram and TikTok alone.

The Strategic Celebrity Selection

It would be amiss for brands to simply choose whichever celebrity is trending at the moment to feature in their campaign. The goal isn’t just to generate likes, comments, or social buzz, it’s to sell a story and shape the brand’s image. Take Skims, which has tapped into an ever-expanding celebrity roster, including Tate McRae, Nia Long, Sabrina Carpenter, and sports stars like Donovan Mitchell and Neymar Jr. By casting a diverse range of celebrities, the brand is capitalizing on multiple audiences and niches, further expanding its reach. 

The selection of celebrities is based on their cultural relevance, aligned with Skims’ core values and how well they will fit in the campaign. Prominent figures in the NIL campaign were chosen at the height of their visibility, aligning with ongoing discussions surrounding the controversies of NIL. Athletes such as Caleb Love, Hunter Dickinson, and viral TikTok sensation Jared McCain were chosen to represent Skims expansion into menswear, tapping into a previously untouched audience. 

According to Captvi8, an influencer marketing agency, the NIL campaign generated an estimated $5.5 billion in EMV, with an 18% engagement rate through 32 different social posts.

Photo via Love the Work

Skims partnered with agency Wieden + Kennedy for the Skims Lab campaign, its first-ever TV campaign, aiming to expand the brand's identity on a national level. The campaign took a nontraditional approach, using bold storytelling techniques, including featuring clones of Kim Kardashion, to create a visually striking narrative. Wieden + Kennedy chose to launch the campaign during the Oscars, capitalizing on the event as a major “media moment.” 

The campaign was in collaboration with director Frank Lebon, known for his distinct approach to filmmaking, inspired by neo-expressionism and the rejection of conventional imagery. Lebon often incorporates unsettling imagery into his work that leaves lasting impact. His bold, boundary-pushing style aligns with Skim's core values of rejecting traditional norms and the redefining of beauty standards. 

Building on their work with prominent celebs, Skims expanded their reach with the Olympics and Paralympics campaign, featuring athletes competing in the Paris Summer Olympic games, including Suni Lee, Caeleb Dressel, and Jessica Long. The Skims team and creatives noticed a gap among Olympic sponsors—while branded shirts, sweats, cleats, uniforms were common, shapewear and underwear were not represented. Thus, the natural fit for a Skims x Olympics partnership.

The collaboration sparked a conversation about the intersection between sports and fashion. Skims was praised for its inclusion of Paralympic athletes and women. One consumer remarked, “Such a cool collection and love that it highlights female athletes.”

Equally important, however, is the message of inclusion and the celebration of diversity. While each Skims campaign and celebrity highlights a different product, they collectively reinforce the same message, aligning Skims core values—solution-oriented approaches, inclusivity and innovation—as evident by their inclusive size ranges, from XXS to 5XL.

A Shift from A-List Celebrities to Influencers

While A-listers remain a powerful tool in fashion marketing, digital creators are increasingly securing spots in fashion spaces once reserved for traditional celebrities. Popular YouTuber Emma Chamberlain attending the Met Gala in a brown lace off-the-shoulder gown by Jean Paul Gaultier, embodying a dark, gothic aesthetic, highlights the shift toward valuing digital creators in an event historically reserved for fashion’s elite.

Photo via Fennec

Influencers and digital creators serve as relatable and likeable spokespeople, making campaign endorsements feel more authentic. Their strong personal brands often lead to direct sales, with platforms like TikTok becoming key marketing tools to drive engagement. As 2025 progresses, fashion campaigns will shift focus from just selling garments to sparking cultural conversations, with a greater emphasis on crafting compelling narratives that resonate with audiences.

The selling power of influencers and digital creators is something brands will continue to capitalize on, as 87% of consumers use social media for fashion inspiration, and 65% of fashion purchases are directly influenced by social media, according to Anstrex.

The relevance and impact of a fashion campaign can no longer be measured solely on the status of the celebrity involved, but by how the campaign makes people feel. By tapping into strategic celebrity partnerships, brands can create a dynamic force that leaves a lasting cultural impact.

"Fashion is only the attempt to realize art in living forms and social intercourse."

—Francis Bacon