How are French brands choosing ambassadors in 2025?

In mid-January, French actor Victor Belmondo was unveiled as Berluti’s first brand ambassador in five years—a move that has sparked an intriguing conversation: are French brands redefining the way they select their ambassadors? And if so, what’s fueling this shift as we step into the new year? Amid a whirlwind of change and pressure to achieve a revenue increase, fashion is navigating a game of musical chairs for creative directors and the challenges posed by a slowdown in global demand for luxury goods. Declining consumer spending in key overseas markets for each brand, coupled with low consumer confidence driven by issues like China’s property crisis and youth unemployment, as well as looming geopolitical uncertainties such as potential U.S. tariffs, have added layers of complexity to this landscape. Now more than ever, luxury brands are leaning on their ambassadors to counteract at least some of the challenges. Building strong connections with consumers and revitalizing brand appeal remain key objectives. Interestingly, many firms are turning to one of fashion’s most enduring relationships: cinema. The synergy between fashion and film has always been magnetic, and although Victor Belmondo’s appointment is not the first one between a luxury brand and an actor, it signals a renewed focus on this timeless alliance. Could this be the key to navigating the luxury slowdown and reigniting consumer passion? Only time will tell, but one thing is certain: the intersection of cinema and fashion is taking on an unprecedented dimension.

«Over the years, fashion ambassadors were predominantly top models, especially during the 90s era with figures like Carla, Eva, Naomi, Claudia, and Kate leading the scene. However, in recent seasons, luxury brands have been focusing on actors and actresses from different countries. It seems important for them to have a strong connection with the cinema but with local specificities too. The luxury brands are directly involved in sponsoring the cinema events such as Cannes Film Festival (Chopard), Venice Film Festival (Cartier), Révélations des Césars (Chanel) and even some brands are financing movies such as Saint Laurent that co-produce the last Jacques Audiard movie Emilia Perez. Cinema and series have a large influence in the fashion industry because you can easily do product placement and have a 'soft' visibility, » says Thibaut Dubaele, cofounder at French agency Howlett-Dubaele.

Back in October, Lupita Nyong'o became global brand ambassador for the House of Chanel. And just a week ago, American singer-songwriter and actress Reneé Rapp was named as the new ambassador for L'Oréal Paris. South Korean actress Song Hye-Kyo is the newest ambassador of French luxury brand Guerlain. On the other hand, Galénic, a premium French skincare brand mastering cellular beauty, introduced Zhao Liying as its new global brand ambassador. Embracing local cultural nuances from their key markets is not the only way French brands are choosing ambassadors. In many cases, brands are betting on a ‘single’ ambassador, contrary to what Chloé did last season in its front row. The success of such a partnership goes beyond the ambassador's global influence or box-office hits. It hinges on how naturally the relationship evolves—or at least appears to evolve—to the audience. «They need to create a long-term relationship with talents and avoid one-shot events that allow them to create a real storytelling between the brands, its values and the Ambassadors. It makes the relationship more real and sincere and less commercial.»