Celebrity-backed fashion lines don't necessarily have the best reputation. It's hard to forget Lindsay Lohan's short-lived stint for Emanuel Ungaro or Heidi Montag's critically-slammed attempt at design with Heidiwood, but the appeal of bringing an A-lister with a huge following on board is tempting for brands – and sometimes it pays off. From the fashion businesses that were started from scratch to celebrity/brand collaborative collections, these are the celebrity fashion label success stories.
Gigi x Tommy
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The success of Tommy Hilfiger’s collaboration with American supermodel Gigi Hadid is proof of what having an A-list name attached to your designs can do. While Hilfiger is no stranger to famous collaborations (Beyoncé, Naomi Campbell, Zooey Deschanel, among others), this marked the first time a celebrity had co-designed a collection. The first, in September 2016, was so successful that a second was immediately planned for January 2017. Both collections saw double figure sale rises for the brand, with some of the pieces being sold out before they even hit the ‘see now, buy now’ catwalk.
Hilfiger has signed on for at least two more seasons of Gigi x Tommy, telling WWD why: “Her positive, down-to-earth energy and cool, effortless style continues to captivate her audiences around the world.”
