Why more celebrities are taking the creative reins at luxury brands

International sunglasses brand Ray-Ban has appointed Rakim Athelaston Mayers, known professionally by his stage name as ASAP Rocky, as its first-ever global creative director. The appointment comes as more luxury brands increasingly turn to high-profile cultural figures to lead creative operations, moving beyond traditional celebrity ambassadorships.

Ray-Ban, founded in 1936 and now owned by EssilorLuxottica, has built its legacy on iconic styles like the Aviator and Wayfarer. While the brand has previously engaged in limited collaborations with designers like Scuderia Ferrari and artists such as Peggy Gou, it has historically maintained creative direction in-house, focusing on heritage designs with occasional modern updates. This appointment marks the first time the eyewear giant has brought in an external creative leader of this calibre.

"Ray-Ban transcends the eyewear industry; it's not just a brand, it's a lifestyle," said Ray-Ban president Leonardo Maria Del Vecchio in the announcement. Under this new role, Rocky will oversee Ray-Ban Studios, direct marketing campaigns, influence store design, and launch his first collection—the ‘Blacked Out Collection’—in April 2025.

This latest appointment represents part of what industry insiders describe as a tectonic shift in luxury fashion's creative leadership model—moving from classically trained designers to cultural tastemakers with penetrable and social influence.

Pharrell Williams' appointment as Men's creative director at Louis Vuitton in February 2023 marked a watershed moment for this trend, placing a musician with no formal design training at the helm of one of luxury's most prestigious creative positions. This was followed by Kanye West's groundbreaking but ultimately turbulent Yeezy partnership with Adidas. Harry Styles continued this evolution in 2022 with his ‘HA HA HA’ collection for Gucci.

While this strategy appears beneficial for brand business—evidenced by Vuitton's increased digital engagement and viewership following Williams' appointment—it raises existential questions for traditional creative directors who have climbed the ranks through formal design education and apprenticeships. However, if public relations impact and cultural currency is the goal, leveraging celebrity figures seems to be the move.

"There is certainly a degree of cachet when creative multi-hyphenates like Travis Scott, Pharrell Williams, Peggy Gou, G-Dragon, and Rihanna take the helm of a brand," explains Desmond Lim, editor-in-chief of Vogue Singapore. "These celebrities, with their inherent styles, already reside at the pinnacle of creativity—constantly surrounded by influential stylists, creative directors, and fashion designers. Consequently, they view design from a unique perspective, much like an architect would reinterpret graphic design. This injects a fresh, culturally on the pulse perspective to brands that are looking to reinvent themselves."

Asian markets too have previously explored this territory. Fan Bingbing's creative relationship with Tod's and G-Dragon's influence at Chanel, while not carrying official creative director titles, showed how celebrities could shape brand direction beyond traditional ambassadorships. Takashi Murakami's Louis Vuitton collaborations also set early precedents.

"Appointing a creative director like ASAP Rocky allows a brand to do more than merely align with a trend—it signals that the brand understands and values cultural movements, contemporary trends, and the perspectives of younger, more diverse audiences," explains Jeremy Seow, regional chief operating officer and head of client experience, Asia Pacific at Allison Worldwide.

"ASAP Rocky's ability to transcend musical genres and his past successes in bridging street fashion with high-end brands provide a unique advantage. Ray-Ban can leverage his credibility and influence to stay relevant and continue evolving alongside the communities it aims to serve. Beyond cultural alignment, this strategy has proven commercial impact, helping brands tap into lucrative, highly engaged customer segments who are more likely to support brands that reflect their identity and values.”

Amid a period of creative turnover within luxury fashion, it's unsurprising to see brands take this approach. The past years have seen several major departures: Pierpaolo Piccioli left Valentino in March 2024 after 25 years with the house; Alessandro Michele's exit from Gucci continues to impact the brand's direction and Jonathan Anderson departed Loewe in January 2025 after 11 years. While these exits rarely come with clear explanations and directors migrate between houses, fashion insiders are increasingly aware of the constant battle between preserving true creative vision and achieving commercial success.

While leveraging celebrity influence can yield significant commercial success, as evidenced by Kanye West's Yeezy generating $1.7 billion in annual revenue in 2020, this approach is not without risks. The novelty of celebrity partnerships can diminish, leading to potential declines in brand value. For instance, following West's controversial actions and subsequent severance of ties with Adidas in 2022, Yeezy's revenue plummeted to $565 million worth of unsold products in 2023, questioning the sustainability of success beyond initial virality for long-term brand strategy.

Adidas Yeezy Boost 350 v2 Sply sport shoes. Photo: Shutterstock

Marina Mathews, founder and managing director of Marina Mathews Communications, cautions: "Appointing a celebrity as a creative director can be a savvy PR move, especially when there's a strong brand fit. [However] to avoid it feeling gimmicky or nepotistic, it's crucial that the celebrity is genuinely involved and brings real expertise to the table. Measuring the PR value should involve tracking sentiment, social media engagement, and sales impact—essentially, how the partnership translates into tangible business results."

As for what consumers can expect from Rocky's creative direction, industry watchers anticipate his ‘Blacked Out Collection’ will likely blend Ray-Ban's classic silhouettes with his signature aesthetic—merging streetwear sensibilities with luxury finishes. Given Rocky's history of fashion ventures and his reputation for pushing boundaries between high fashion and street culture, consumers may also see unexpected materials, bold colorways, and design elements that reference his music and cultural influences. Whether these creative efforts translate to bottom-line success remains to be seen.