How the children of celebrities conquer the advertising market – style

If you walk past a perfumery these days and in a shop window, Zoë Kravitz advertises huge Yves-Saint-Laurent lipsticks and in the next Lily-Rose Depp for something from Chanel, then that means one thing above all: you are no longer the youngest . After all, you saw the two grow up. Her mothers were just pregnant with them, a little later they proudly carried them in their arms at events. And, zap, the daughters are successful businesswomen themselves and advertise all sorts of things.

Lily-Rose Depp is the daughter of Vanessa Paradis and Johnny Depp. Zoë Kravitz’s parents are Lisa Bonet and Lenny Kravitz. You belong to a privileged group that has made being a child a profession. Or more precisely: who has decided to profitably use the opportunities that our unimaginative presence offers children of famous people. And who would blame them?

Take Kaia Gerber, for example. She is 20 years old and the daughter of Cindy Crawford and the American hospitality entrepreneur Rande Gerber. Her mother had to fight her way up as a pretty girl from DeKalb, Illinois. Her first job, advertising a department store in Chicago, made her $ 150. Even later, when she was what was called a supermodel in the 1990s, her name never appeared on advertisements. She was just a model, a means to an end. Products should look good on it and thus encourage buying: The fame, however, belonged to the respective brand. If a product is advertised with your daughter today, her name is often included. “Kaia’s Choice”, for example, is the title of her current advertisement for the watch brand Omega, which shows Kaia Gerber in a short-sleeved cable-knit sweater, looking thoughtfully into a book. The model Kaia Gerber was already known as Personality born.

What made the parents famous is not easily passed on

In the children of celebrities, it is easy to study that two beautiful people almost necessarily make beautiful people, often with them still longer legs, still cuter nose, still bigger eyes. But what made her parents famous is not easy to inherit. Whatever you want to call it, charisma, personality, originality, charm. The market doesn’t care, it uses the children to update a well-known but no longer entirely new product. In this logic, Kaia Gerber is nothing more than Cindy Crawford 2.0. As a rule, however, it is the same as with the relationship between espresso and allongé: you can benefit from it for a longer period of time, but the result is watered down.

Lila Grace Moss Hack, for example, the daughter of Kate Moss and Zeitgeist magazine entrepreneur Jefferson Hack, is a really adorable girl, no question about it, but she has none of the magic that made her mother famous, this very own, graceful punk that has never been seen before. When Kate Moss, beautifully wrapped in scraps of England flag, stalked the catwalk with her saber legs, the world was at her feet. And at the same time, it felt kind of rebellious to think of her as great. You first have to be able to unite this contradiction: Kate Moss was a much too small, larger-than-life, modeling oxymoron. With all her sympathy for her daughter: She is not as extraordinary as her mother, at least not as a model.

With all the modeling celebrity offspring, it’s all about reach

This also applies to Leni Klum, the daughter of Heidi Klum and the Italian Formula 1 manager Flavio Briatore, although we are of course in a different model league here, because Heidi Klum was known, to quote Karl Lagerfeld, never in Paris (“I don’t know her. Claudia doesn’t know her either. She was never in Paris, we don’t know her.”). For a long time, the public did not know what Heidi Klum’s eldest daughter Leni looked like. Photos of her were only allowed to be shown pixelated, at least in this country. At the beginning of the year, the German surprised Vogue then her readers with a double blow: mother and daughter Klum modeled together. Because no sooner had Leni turned 16 than she no longer wanted to be protectively pixelated, but also to be a model. Good. It is now. She doesn’t look very much like her mother, and in this industry, if you think of the Lagerfeld quote, that might even be an advantage. At 1.68 meters, on the other hand, she would never be a model if she weren’t the daughter of Heidi Klum.

In order to anticipate further surprises, it should be assumed that Leni Klum will definitely play in some film in the near future. She’s unlikely to study dentistry or architecture anymore, at least that’s not how she is at the moment. She is now followed by 9,000 people on Instagram, and that’s exactly what all of these young celebrity models are about: reach.

Lily-Rose Depp at the premiere of “The King” in Venice 2019.

(Foto: Dave Bedrosian; via images / Future Image)

The more Instagram followers a model has, the more likely a brand will book this model, because this way you get their followers at the same time. There are, so to speak, two brands that combine to maximize profits, you rock each other up in value, and something crazy like personality or charisma may only bother you. As adorable as Lily-Rose Depp is definitely – the reason she fits in with Chanel is her Instagram account. If she posts that she can’t wait to finally see the Chanel Cruise Show, which will be streamed on the Chanel account on so and so on at so many hours, 4.6 million more potential Chanel customers will see it.

Instagram, you just have to put it that way, the world is becoming more and more stupid. The small picture squares in smartphones, at which so many people all over the world stare addictively, meanwhile determine the better or worse of entire industries. And that’s how the children of Jada Pinkett and Will Smith (25 million followers together), Jerry Hall and Mick Jagger, Victoria and David Beckham model. North West, the eldest daughter of Kim Kardashian and Kanye West, was featured in a Fendi campaign at the age of five. Lourdes has even recently been modeling “Lola” Leon, Madonna’s eldest daughter, who previously looked as if she had other interests (pouting, dancing, being cool): She only had an Instagram account since January, which is why she has only 158,000 followers so far but don’t worry, that number will go up.

Someone was born with a golden spoon in their mouth, they say (in English, interestingly, it’s just a silver spoon). Nobody is interested in spoons these days – Kaia, Lola, Lila Grace, Lily-Rose and whatever their names are, were born with a golden reach.


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