Here at Marque we're still recovering from
THAT dress worn by Rihanna to the CFDA Awards, and debating
whether she is a fashion icon or a train wreck. But it did get us
thinking about the growing power of the celebrity in the fashion
world, and just how many houses are engaging stars like RiRi to
promote their brand.
Say you've snagged a Kardashian to tote your latest It Bag.
She's charging you a fortune, so you want to be sure you get
what you're paying for, and avoid disasters along the way.
Some important things to think about including in the
Not to disparage your brand – she bags you, or lets slip
that she's paid to wear your product, and any goodwill
you've created is gone.
Exclusivity – your celebrity shouldn't endorse or be
associated with any competitor during the term of your agreement.
Think Oprah tweeting her love of the Microsoft tablet from an
Morals clause – you don't want your celebrity papped
looking like a trashbag sprawled in the street with your product in
shot. Define what you find morally reprehensible: your opinion of
this may vary from Justin Bieber's. Getting caught taking
drugs, being publicly drunk and breaking the law are clear
If she is doing specific media and appearances, agree on the
details, including time to be spent. You might expect more than a
two minute nightclub cameo.
Consider requiring sign off for any public statements about
your brand. Awful tweets tend to spread quite quickly,
And you want the details confidential. We still don't know
exactly who Samsung paid for that Oscars selfie which broke Twitter
(something about $3m for a kiddies' hospital and puppies).
We can't guarantee your celebrity won't punch a
paparazzo, but at least you won't be paying her for the
We do not disclaim anything about this article. We're
quite proud of it really.
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