There have been few young stars that trailblaze the fashion industry with the same erratic style as Willow Smith. Chanel's recent appointment of the young starlet as the brand ambassador is exciting. But, not surprising.
This alignment is smart and a strategic move on behalf of the brand, but what is Willow's real involvement?
A brand ambassador commonly wears the brand religiously (yes, a closet filled of Chanel sounds like a dream come true), attends important promotional events, models as the face of ad campaigns and serves as a spokesperson. Unfortunately, for this job description at her tender age, Willow seems a bit overqualified. What would instead make this union even more intriguing is allowing her the chance to have a Willow Smith x Chanel collection.
Over the years, Karl Lagerfeld has created a relationship with consumers of understanding. His clothes are functional and ready to hit the market right after each show. He is very strict in maintaining the bespoke tweed of Coco Chanel while toying with the details that give each collection new life.
Considering that most 15-year-olds can't afford Chanel, it would seem like the brand itself is trying to infiltrate the minds of Willow Smith's fanbase to increase business for the future. It would be beneficial to the brand to curate a line with fashion mavens like Willow at a lower price point to build brand loyalty within this demographic. Injecting this sort of youthful touch, could result in a multitude of new trends.
So, Karl, take heed: Listen to the kids bro.