In the high-stakes theater of global luxury, the final months of 2025 have witnessed a masterclass in strategic casting. Major houses are moving beyond mere “celebrity” to find partners whose personal narratives—be it in sport, cinema, or music—perfectly mirror the brand’s own evolving heritage.
Here is an analysis of the year’s most significant appointments and the strategy behind them.
The Visionaries: Chanel and Valentino
The “Blazy Era” at Chanel officially arrived this winter as new Creative Director Matthieu Blazy began populating his universe. He has strategically blended classic Hollywood prestige with modern “cool.” Nicole Kidman, the Oscar-winning icon who first represented Chanel N°5 two decades ago, returns to ground the house in timelessness. Alongside her is Ayo Edebiri, the Emmy-winning breakout star of the hit series The Bear, whose intellectual and witty persona appeals to a younger, culturally-savvy demographic. To complete this triad, the house signed A$AP Rocky, the multi-platinum American rapper and CFDA Fashion Icon, signaling a bold new direction for Chanel’s relationship with menswear and street-luxe culture.
At Valentino, the appointment of Dakota Johnson—known for the Fifty Shades trilogy and her recent indie success in Materialists—marks a poignant reunion. Johnson was a long-time muse for Creative Director Alessandro Michele during his previous tenure at Gucci; her move to Valentino confirms she is the definitive face of his new, romantic Roman vision.
photo @Valentino cruise 2026 Campaign with Dakota Johnson
The Power Players: Mercedes-Benz, Bentley and H. Moser & Cie.
Luxury mobility and horology have pivoted toward elite performance.
Mercedes-Benz secured Coco Gauff, the 21-year-old American tennis phenomenon and 2025 French Open champion. Gauff is more than an athlete; she is a global leader for Gen Z, making her the ideal face for Mercedes’ push into luxury electric vehicles.
Bentley has chosen to target the European “gentleman sportsman” by signing Cody Gakpo. The Dutch international and Liverpool FC star embodies a quiet, powerful discipline that resonates with Bentley’s “Beyond100” performance strategy.
H. Moser & Cie., the independent Swiss watchmaker, has welcomed NFL superstar Saquon Barkley. The Philadelphia Eagles running back, known for his explosive speed and resilience, represents a “New Guard” of collectors who value niche, high-craft watchmaking over mainstream labels.
The Specialists: Longines, Estée Lauder, and Armani
Longines has tapped Yosh Yu as an “Ambassador of Elegance.” A massive star in China following the Creation of the Gods trilogy, Yu is also a professional equestrian archer. His genuine skill in the saddle provides a level of authenticity that fits Longines’ 150-year history with horse sports.
Estée Lauder recently onboarded Nia Long, the celebrated American actress (Boyz n the Hood, The Best Man). Long serves as a “cultural force” for the brand’s North American market, focusing on timeless beauty and inclusive storytelling as she prepares for her role as Katherine Jackson in the upcoming Michael Jackson biopic.
Armani Beauty continues to refine its “Modern Masculinity” through Keith Powers. The American actor, known for The New Edition Story, now fronts the Code Parfum campaign, bringing a polished, soulful energy to the classic fragrance.
The Rising Stars: Louis Vuitton, Cartier, and Dolce & Gabbana
Louis Vuitton continues its streak of “discovering” talent before they peak, signing Chase Infiniti. After a magnetic debut in Presumed Innocent, her role in Paul Thomas Anderson’s latest film has made her the “one to watch” for 2026.
Meanwhile, Cartier has solidified its “Love” collection for a new generation by signing Jacob Elordi, the Australian leading man from Euphoria and Saltburn. Finally, Dolce & Gabbana has doubled down on the Hallyu wave by appointing Korean actor Jung Hae-in as a Global Ambassador, capitalizing on his massive influence across Asian cinema to strengthen the brand’s global lifestyle appeal.
