It’s a new year (in case you didn’t know) and with that comes new celebrity brand campaigns. This is a great way for different companies to use a celebrity’s popularity to help generate interest in their specific product. Sounds smart, right? Well yes, especially if you’re Balenciaga, who just recently signed none other than star Kristen Stewart to be the face of the newest Balenciaga fragrance for women. As of right now, actual scent has yet to be announced, but the fragrance is scheduled to launch this fall, so I’m sure we’ll be catching glimpses of a few ad photos sometime in the near future.
The actress — best known for her role as Bella Swan in the blockbuster hit Twilight saga — recently spoke with Women’s Wear Daily about teaming up with Balenciaga and ultimately gushed about the brand, saying, “Balenciaga has always stood out to me. Even when I first began to consider fashion and admittedly rarely knew the brand I was wearing, I always recognized and loved Balenciaga.” Additionally, she stated, “It feels full circle to be involved with something that spoke to me then and of course continues to excite me now. The brand is just cool. That’s the way it is. I feel drawn to it. It provokes on a number of levels. It isn’t afraid or contrived. It hits a very cool balance, always. Always pretty undeniable.” Is it just me or did that sound extremely well-rehearsed?
And, of course, Balenciaga’s creative director, Nicolas Ghesquière, had nothing but nice things to say about Stewart as well, even calling her the muse for the new scent. He said, “Kristen embodies the modernity of the new Balenciaga fragrance with her unique sensibility and intelligence…I’ve always wished to collaborate with her further, knowing that she shares the radical spirit of Balenciaga.”
In all honesty, I think this was a really smart move on the company’s part to team up with such a popular superstar. Stewart’s fame has quadrupled ever since she signed on to the vampire series and as the final installment ebbing closer and closer to its release date, her face will be more recognizable than ever. I mean, let’s face it — your company’s cred is most definitely going to go up if you have a Twilight star backing you.