The creator economy is constantly shifting, and this week’s biggest stories show how celebrity partnerships remain central to brand strategy. From debut campaigns to bold new beauty launches, here’s what caught our eye between 5–12 September.
Apple Martin × Self-Portrait
Apple Martin, daughter of Gwyneth Paltrow and Chris Martin, fronted her first major fashion campaign with London-based label Self-Portrait. The campaign features scripted selfies shot by Apple herself, showcasing the brand’s signature staples in a playful, personal way.
Hailey Bieber’s Rhode hits Sephora
Hailey Bieber’s beauty label Rhode officially launched in Sephora stores across the U.S. and Canada. Expanding from DTC to bricks-and-mortar marks a major milestone for the brand. Justin Bieber publicly celebrated the launch, adding star power to the moment.
Jordyn Woods × Adore Me
Jordyn Woods debuted the Soft Touch Collection with Adore Me — a loungewear and intimates line built around inclusivity, comfort, and body positivity. With around 100 pieces across extended sizes and even men’s items, the collab reinforces Woods’ position as an advocate for accessible fashion.
Tana Mongeau × Tarte
YouTuber Tana Mongeau teamed up with Tarte Cosmetics for a limited-edition lip kit, featuring two everyday shades with liners and glosses. Designed for glossiness and long wear, the drop sold fast, marking Mongeau’s biggest step yet into beauty collaborations.
Olivia Dean × Adidas
London singer Olivia Dean joined Adidas Originals’ Superstar: The Original Icon campaign. Celebrating the legacy of the Superstar shoe, the campaign also included a three-day London takeover — bridging music, sport, and fashion with cultural storytelling.
Everlane × Laufey
For the first time, Everlane launched a celebrity-fronted campaign starring Icelandic singer Laufey. Titled “Laufey in Everland”, the whimsical campaign introduces a new creative direction, pairing elevated basics with dreamy visuals. A capsule co-designed with Laufey drops September 30, with proceeds supporting The Laufey Foundation.
From Self-Portrait’s fresh talent to Everlane’s strategic shift into celebrity storytelling, these collaborations show how brands are embracing cultural figures to drive authenticity and expand reach.
The blend of fashion, beauty, music, and lifestyle proves that celebrity influence remains a cornerstone of the creator economy.
