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This summer, major luxury beauty brands are enlisting prominent Hollywood talent to represent their latest fragrance collections. Prada Beauty has appointed Zendaya as the global face of its Paradoxe line, while Jacob Elordi takes over the role of ambassador for Bleu de Chanel from previous titleholder Timothée Chalamet. The Chanel campaign, helmed by director Alfonso Cuarón, positions Elordi as a sophisticated leading man in the fragrance world.
Beyond these major announcements, other fashion houses are also capitalizing on star power for their scent launches. Jonathan Bailey is fronting Armani’s latest men’s fragrance, I Will, in a campaign directed by Todd Field, marking the brand’s first new men’s scent in over two decades. Valentino Beauty is similarly leaning into celebrity appeal by naming both Dakota Johnson and Alexander Skarsgård as ambassadors for Vendetta, the house’s inaugural prestige fragrance line in six years. The campaign, photographed by renowned duo Inez & Vinoodh, features the actors in a romantic narrative style.
Additional notable fragrance partnerships this season include Billie Eilish’s Eilish Intense and a return engagement for an Oscar-winning actress with Dior’s Miss Dior line. These collaborations underscore how the luxury fragrance industry continues to rely on celebrity partnerships to drive consumer interest and market visibility during the competitive summer season.
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Originally reported by Variety →
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