I remember taking a flight from Shanghai with Zhang Ziyi when she was a guest at Salvatore Ferragamo’s 80th Anniversary celebrations. http://www.verveonline.com/62/fashion/ferragamofull.shtml . We had an interesting discussion on how she picks the brands she represents. It is interesting how celebrities pick the brands they endorse. Today she is the Brand Ambassador for Omega. Celebrities are more discerning about the brands they choose to represent as it influences their own image and the brand values become an extension of their own personality.
Brands on the other hand have opted to choose faces depending on shifts in strategies and efforts to acquire new customer segments. The question is whether customers who target different brands in the luxury segment will receive a coherent message if the different brands endorsed by the same celebrity have no congruence. Maybe a good topic for Suzy Menkes to discuss in the next IHT conference.