Marketing / Celebrity & Influencers

Brands are reverting to retro celebrity testimonials to drive awareness and renewed interest among ad-weary consumers.

As the influencer economy matures, brands are shifting their focus from star power to strategic alignment. A new report from Launchmetrics — “Brand Ambassador Marketing 2025” — reveals how resonance — not reach — is now defining success.

Analysis from BoF INSIGHTS PULSE shows which brands and celebrities drove the conversation around the Met Gala on social media — and why.

In an industry that’s constantly churning out a hot new follow, it’s a rare creator who can build a lasting career. Several who did tell BoF that consistency and authenticity was key – even as they hopped platforms and radically changed their content.

After a few high-profile failures, influencer-founded brands faded from the spotlight at the start of the decade. Now, a new generation is rising — but is determined to chart a different course from its predecessors.

Bravo’s flagship franchise has been around for nearly 20 years, but its crossover into the fashion industry has only just begun. For marketers, it represents another opportunity to tap into a cultural asset with a devoted fanbase.

With pressure mounting from new competitors, influencer monetisation platform LTK is doubling down on its differentiating asset: Its signature app.

The hip-hop artist’s first collection for the EssilorLuxottica-owned eyewear label debuts in April.