The concept of a brand ambassador—someone who not only represents but embodies a brand’s ethos—has a glamorous (though somewhat storied) history. From silver screen legends to today’s influencers, the role of an ambassador has shifted with cultural trends and consumer behaviours, yet the core idea remains: the right person can transform a brand’s image, making it aspirational and unforgettable.
Lately, I’ve been intrigued by the role celebrities, influencers, and pop stars play in bringing brands into the spotlight. Over the last few years, influencer marketing has skyrocketed in popularity, becoming increasingly saturated. Brands scramble to form partnerships, while influencers demand steeper compensation for their work. The most effective partnerships, however, go beyond simple transactions—an effective ambassador becomes synonymous with a brand, shaping its perception in the minds of consumers.
In a landscape where brands often invest heavily in influencer marketing without seeing tangible returns, it's essential to revisit the history of brand partnerships. By doing so, we gain insight into how some of the most iconic brand representatives helped create powerful, lasting connections—and how modern brands can avoid the pitfalls of shallow marketing.
BRAND DEFINING ICONS
In the mid 20th century Hollywood starlets and socialites became the faces of brands, embodying an era of glamour and aspiration. Marilyn Monroe, who famously said she wore nothing to bed but Chanel No. 5, became synonymous with the fragrance itself. Monroe’s association with the brand wasn’t accidental; she embodied the sensuality and sophistication Chanel wanted to convey. She didn’t just promote the perfume; she lived it, blurring the lines between product and persona.
Audrey Hepburn’s relationship with Givenchy was another perfect match—a partnership that shaped both her career and the brand’s enduring identity. These early collaborations were less transactional and more symbiotic—the muse elevated the brand, and the brand, in turn, became part of the muse’s legacy.
What set these early ambassadors apart was their ability to embody the brand on a deeper level. They weren’t just the face of a campaign; they lived the brand’s narrative. Even decades later, modern brands still reference these icons in campaigns, tapping into that same sense of classicism and nostalgia. But as consumer culture evolved and the lines between celebrity and consumer blurred, so did the role of the brand muse.
THE RISE OF THE SUPERMODEL
The ‘80s and ‘90s saw a shift from Hollywood icons to supermodels as the faces of brand campaigns. Naomi Campbell, Kate Moss, and Cindy Crawford weren’t just runway stars; they became household names, transcending the world of fashion.
A campaign with Kate Moss for Calvin Klein wasn’t just about selling jeans—it was about defining a cultural moment. The minimalistic, cool-girl aesthetic she represented became the foundation for the brand’s identity during that era. Naomi Campbell brought fierce dynamism and individuality to the brands she partnered with, showing that ambassadors could be bold, unapologetic, and utterly unique.
This era redefined what it meant to be an ambassador. Ambassadors were no longer exclusively tied to one product or even one company; they became essential parts of the brand’s narrative. When done right, an ambassador helped sell not just fashion, but an entire lifestyle.
THE DIGITAL AGE
With the rise of social media came the democratization of brand ambassadors. No longer did you need to be a Hollywood star or a supermodel to influence consumer behaviour. Platforms like Instagram, YouTube, and TikTok turned everyday people into powerhouses.
Figures like Kendall Jenner, Hailey Bieber, and Emma Chamberlain are the quintessential modern ambassadors. Their influence spans millions of followers, and brands like Calvin Klein, Saint Laurent, and Louis Vuitton have tapped into their massive reach. Unlike the icons of the past, these influencers aren’t just selling the dream; they’re living it in real time, sharing every step of their glamorous, jet-setting lives with their followers. The result? A sense of intimacy and accessibility that even the most polished celebrity of the ‘60s could never achieve.
Take Emma Chamberlain, for example, who has become a face for brands like Louis Vuitton and Cartier. Her relaxed, quirky style seems worlds away from the pristine, high-fashion image these luxury houses have traditionally cultivated. Yet this is precisely what makes her so appealing as a muse—she brings an authenticity that resonates with Gen Z consumers, who are turned off by the overtly polished. Chamberlain’s success highlights how brands today need to connect on a more personal level, leveraging the “realness” that influencers can offer.
CHOOSING THE RIGHT AMBASSADOR
As the landscape of digital marketing continues to evolve, brands are realizing that one-off influencer campaigns and quick collaborations don’t carry the same weight they once did. Feed ads have become repetitive, and in a sea of sponsored posts, it’s easy for consumers to swipe past. What stands out now? Curated, long-term partnerships with ambassadors who bring a fresh perspective and a deeper connection to the brand.
Selecting the perfect ambassador means looking beyond follower counts or fleeting internet fame. It’s about aligning with individuals who not only represent your brand’s ethos but also enhance its narrative, creating a relationship that feels authentic, dynamic, and enduring. When done right, these partnerships can build a lifestyle around your brand, weaving it into the fabric of your audience’s daily lives.
Instead of rushing into influencer deals, savvy brands are crafting deeper collaborations, inviting ambassadors to co-create, shape, and even evolve the brand’s identity alongside them. This approach does more than just push a product—it builds a world that consumers want to be a part of, turning ambassadors into storytellers and advocates.
By focusing on long-term relationships with ambassadors who share your vision, you’re not just paying for promotion—you’re building an entire lifestyle that consumers aspire to, ensuring that your brand becomes synonymous with something much larger than just a product on a shelf.