Celebrity collaborations remain one of the most powerful tools in the creator economy, and this week delivered a wave of standout campaigns across fashion, beauty, sport, and lifestyle.
Melissa’s Wardrobe × M&S
Stylist and entrepreneur Melissa (aka Melissa’s Wardrobe) has teamed up with M&S for Love That, a YouTube series where she and radio favourites Jordan North, Chris Stark, and Sian Welby explore the retailer’s latest drops. The series is designed to be fun, shoppable, and packed with styling tips — reflecting Melissa’s signature “Mel made me do it” stamp of approval.
Melissa is represented by WME.
Emma Raducanu × Wild
British tennis star Emma Raducanu has been unveiled as the first-ever Global Brand Ambassador for Wild. Launching during the US Open, the campaign sees Raducanu front the brand’s refillable, plant-based deodorant range, a partnership that merges elite sport with sustainability.
Emma is represented by IMG.
Hailey Bieber × DKNY
Hailey Bieber brings her signature cool-girl aesthetic to DKNY’s Fall 2025 campaign. Shot against a New York backdrop, she models everything from sharp blazers and double-denim to a collaborative Yankees hat, blending timeless classics with modern edge.
Hailey is represented by WME.
Mugler × L’Oréal Paris (with Kendall Jenner)
After a 15-year hiatus, Mugler has relaunched its beauty line in partnership with L’Oréal Paris. Fronted by Kendall Jenner, the campaign reintroduces the house’s bold aesthetic through a new range of lipsticks, foundations, and highlighters, tailored for a modern audience.
Kendall is represented by Society MGMT.
Sabrina Carpenter × Johnnie Walker
Singer and actress Sabrina Carpenter has signed a multi-year deal with Johnnie Walker. Aligning with her latest album, Man’s Best Friend, the collaboration includes cocktails inspired by her music and cross-promotion throughout her global tour.
Sabrina is represented by CAA.
Julia Roberts & Amanda Seyfried × Versace
At the Venice Film Festival, Versace staged a subtle but clever stunt: Julia Roberts and Amanda Seyfried arrived in identical navy blazers, striped shirts, and jeans, styled by Elizabeth Stewart. The coordinated look marks the debut of Versace’s new creative direction under Dario Vitale, steering the house toward timeless, everyday wear.
Julia Roberts is represented by CAA.
Amanda Seyfried is represented by Innovative Artists.
Miley Cyrus × Maison Margiela
Maison Margiela made history by naming Miley Cyrus as its first-ever campaign muse. In Paolo Roversi’s striking images for the Autumn/Winter 2025 Avant-Première collection, Cyrus appears covered in the house’s signature “bianchetto” white paint and iconic Tabi boots. It’s a bold move for a brand that has traditionally shunned celebrity culture – and a defining moment for both Margiela and Cyrus.
Miley Cyrus is represented by CAA.
Together, these partnerships show how cultural icons remain central to brand storytelling.
Whether through fashion, beauty, or lifestyle, celebrity campaigns continue to shape the creator economy – creating moments that feel fresh, engaging, and undeniably powerful.
