Brand ambassadors in a new era: A 3-step playbook

Remember when brand ambassadors were perfect, one-dimensional icons? Think Kate Moss for Calvin Klein or Charlize Theron for Dior J’adore — visually striking and iconic. But would this kind of branding work today? Probably not. We live in a society exhausted by constant stimulation, where even the things we care about get lost in the scroll. We are immersed in an emotional climate of apathy and overload, one that demands content capable of cutting through the numbness to captivate our minds. But what does it take to truly achieve that? If we look at the cultural hits that have managed to break through the fog, a clear pattern emerges: people connect with people — with their unfiltered stories, vulnerabilities, and aspirations. Today, expectations have been radically redefined, and so have the rules of ambassadorship. Emotional fluency — the ability to embody a brand’s values with depth, creativity, and humanity — now matters more than fame. New era of brand ambassadors In turn, we find ourselves at the dawn of the New Renaissance Era, a concept Carlota Rodben coined to give shape to this moment. According to her, athletes, artists, and creators are not simply public figures; they’re creative ecosystems who shape style, set business trends, invest in ventures, and drive new kinds of conversations. Take Selena Gomez. On paper, she’s a singer, actress, producer, entrepreneur, and philanthropist. But above all, she’s a powerful voice for authenticity, mental health, and emotional connection. In her documentary My Mind & Me, she opened a deeply personal window into her life, forging real bonds with millions by being unapologetically human. As the founder of Rare Beauty, she brings that same ethos to the brand, combining a bold commitment to mental health advocacy with a vision for a world where all young people have access to the care they need through the Rare Impact Fund. Or consider Cristiano Ronaldo, the most-followed person on social media globally. When he launched his YouTube channel last summer, he hit one million subscribers in just an hour and a half. But that alone wasn’t enough. Ronaldo had to learn to connect with his audience in new ways, through vulnerability, consistency, and creativity. These examples reveal a new cultural momentum, where ambassadors need to be active shapers of worldviews and communities. Yet, those who bring these fresh perspectives to the table often go unrecognized, as Kai Henry, former manager of Snoop Dogg, said on the Beyond Luxury podcast: “New talent isn’t recognized as talent yet.” This disconnect arises because what we envision and what we measure often don’t align. While culture is shifting toward an emotional approach, some brands are still obsessed with static metrics. A 2024 McKinsey report found that although 80% of CMOs aim to build emotional connections with their audience, only 25% actually measure emotional or cultural resonance. This gap exposes how the real drivers of long-term brand equity often get overlooked simply because they’re harder to quantify. This intention-measurement gap shapes the way we execute strategies, creating blind spots that lead us to repeat old influence models in new cultural landscapes. Given the undeniable influence ambassadors have long held in the luxury industry, it is crucial to determine how best to navigate this new paradigm. Pillar #1: How to measure for success One of the biggest blind spots in current ambassador strategies is assuming that what’s measurable is what matters most. Today, many brands still rely on traditional engagement metrics like likes and impressions to evaluate ambassador campaigns. But those surface-level numbers rarely capture the ripple effects that truly matter: the emotional context, community reaction, and cultural momentum that give a campaign its power. According to Launchmetrics, 77% of Media Impact Value (MIV) generated by brand ambassadors now comes from what they call the “Indirect Echo,” the amplification created when media outlets, creators, and consumers organically engage with or remix a campaign. That is where influence multiplies. A great example is Chanel. When accounting for how stories about their ambassadors spread through press, partners, and fans, their total impact jumped by more than 150%. That growth came not from controlling the narrative but from letting it travel. Another blind spot? Traditional metrics treat culture as something to target rather than something to participate in. When success is measured in short bursts, there is little room for experimentation, community building, or fostering trust. The pressure to deliver quick results often undermines the very creativity that makes a brand relevant in the first place. Loewe’s success on TikTok is a perfect illustration of that. Rather than conforming to traditional luxury codes, they lean into surreal, emotionally expressive content that resonates with niche fashion communities, resulting in a 15% lift in media value for the brand. These cases and blind spots remind us of two fundamental questions brands need to ask themselves: Are we still targeting cultural relevance as a quarterly goal? Are we measuring what truly matters, or are we chasing numbers that are easy to report but just as easy to forget? Pillar #2: What new narratives to embrace Lately, we’ve seen a wave of athletes representing major brands — from Coco Gauff for Miu Miu and Carlos Alcaraz for Louis Vuitton to figures stepping into fictional sports roles, like Zendaya with On. This shift tells us a lot about the kind of connection we need to build today. The GOATs we admire now, whether Serena Williams, Simone Biles, or Lionel Messi, resonate not only because they win but also because they show their humanity. This reality found a striking expression just days ago, when Germany’s Alexander Zverev spoke at a press conference after his first-round loss to France’s Arthur Rinderknech on Centre Court at Wimbledon 2025. With the world watching, he said, “I feel quite alone in life right now. I’m suffering mentally.” We are drawn to these stars because they are flawed, evolving, and multidimensional. In a world obsessed with performance, they bring softness and story. They remind us that greatness is not linear, and that gives us hope. In today’s attention economy, the only way to truly connect is to create a mirror, one that only unapologetically human narratives can provide. In an industry that builds aspiration around perfection, how do we embrace the kind of vulnerability that creates resonance through our ambassadors without losing what makes our brand unique? Pillar #3: How to execute Culturally resonant campaigns don’t just enter the feed — they enter the conversation. And to do so, they first need to understand that culture is not a monologue. It is a call and response, where impact is born from creating space for dialogue and interpretation, inviting people to co-own the message. Although luxury brands have always struggled with the tension of relinquishing control, one of the most interesting shifts we’ve seen is how even the most curated Maisons are creating space for more expressive, authentic, and sometimes unexpected voices, giving creative freedom to talent to express the narrative in their own way. Take Soleon, for example, a Mexican content creator with over 650,000 followers and one of the most influential voices in fashion, beauty, and lifestyle. Her storytelling is vibrant, humorous, and full of cultural nuance. Despite her comedic tone, she has collaborated with Chanel and Maybelline, not because she fits the traditional mold, but because she redefines relevance for younger audiences and shows how brands like Chanel are embracing originality. Then there’s Lyas, a fashion commentator known for being bold, radically honest, and unfiltered. He didn’t gain attention by being brand-safe. He did it by being brave. Now he’s invited by brands precisely because his voice has weight. These examples show that in an era where we follow creators for their unique perspectives, personalities, and voices, co-creating meaning and value with them is a smart cultural strategy for brands. It’s a shift not just about who gets invited to the table, but about who sets the tone, holds the mic, and shapes how the story is told. Why this matters? We are stepping into the New Renaissance Era, one shaped not by immaculate icons or flawless narratives, but by multidimensional ambassadors who speak with their own voices, bring their communities into the story, and embody what it means to be radically human. As such, brands must build measurement systems that guide them toward campaigns with meaningful, amplifying impact, make space for co-creation, and leave the control mindset behind. The question is no longer who speaks for your brand, but whether they can make people feel something real. And perhaps even more importantly, whether we’re brave enough to let them do so — and to reward them for it. Beyond Luxury Group is a futures advisory firm that guides decision makers towards a more purpose and experience driven luxury. Carlota Rodben is CEO and Founder of Beyond Luxury Group and host of the Beyond Luxury Podcast, ranked among the top #2 globally in its category. A best-selling author, she has written Beauty As It Is and Beyond Luxury: The Promise of Emotion, two acclaimed books exploring the future of beauty and luxury. Formerly at CHANEL, she founded the Open Innovation Team in Europe and later led New Concepts for the Global Open Innovation Team. Carlota lectures at institutions including NYU, Glion, ESADE, IE, and Regent’s University London, is a sought-after advisor and thought-leader on innovation, futures thinking, and purpose-driven strategy in the luxury industry. Carolina Soares is the Head of Content and Business Intelligence at Beyond Luxury Group. A former Googler with 11 years of experience in insights and trend analysis, she later transitioned into consulting for leading brands. Carolina has a sharp instinct for translating complex data into meaningful insights and crafting compelling narratives that help shape more desirable, forward-thinking futures.

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Brand ambassadors in a new era: A 3-step playbook