￼The celebrity placement process involves a few things: hard work, the right timing, the
right product, the right connections and good old-fashioned luck.
There are many ways to approach celebrity placement opportunities, but the main thing
is forming relationships with celebrity handlers. Celebrities have many handlers or
gatekeepers, as I like to call them. Celebs typically have at least one personal assistant, a
manager, publicist, agent and style teams for wardrobe, hair and makeup. I constantly
reach out to stylists and publicists on behalf of the designers, manufacturers and
retailers Luxury Brand Group represents.
Prior to an event or awards ceremony, key celebrity stylists contact me with requests.
When a stylist is choosing wardrobe for a celebrity, they start-out by selecting the dress
and the overall style and then they consider the accessories. Most stylists pull several
garment racks full of options, and the celeb usually decides the final selection a few days
before and even the day of the event. The stylist has to pull accessories, shoes, purses
and jewelry for all wardrobe options.
It is quite the process for the stylist, so when requests come in, I work very quickly, often
with a day or two notice. If any designs are chosen, the merchandise is arranged to be
delivered to the stylist. After that, I cross my fingers and toes that pieces are worn. Many
times the pieces are worn and other times, they are not. There is never a guarantee until
you see it!
A designer or brand can develop relationships with celebrities by connecting with a
celeb’s stylist, publicist or handlers. This requires research, networking, cold calls and
constantly delivering what they need, when they need it. With so many designers and
brands vying for a celeb’s attention, forming relationships with these key contacts is no
The reality is the likelihood of a small, unknown designer being worn by top-tier celebs
is extremely tough and uncommon, but not unheard of. Celeb placements do not
necessarily guarantee sales, they are just one touch-point to the brand’s overall PR &
marketing program. There are fashion/jewelry/accessory brands that tend to only focus ￼on specific areas, such as celeb placements. It may bring some heightened brand ￼awareness and initial sales success; however celeb placements do not sustain a brand.