To appeal to Gen Z shoppers, luxury brands are collaborating with their favorite celebrities. Stella McCartney is releasing a collection with Taylor Swift, Tommy Hilfiger released a line with Zendaya, Helmut Lang created a collaboration with Travis Scott, and Rihanna is getting her own fashion brand under LVMH—just to name a few high-end designers tapping “mega-celebrities” to reach a younger audience. Gen Z and Millennials reportedly have a combined $350 billion in spending power, and the under-35-set is increasingly a priority for luxury labels. (Glossy)
