From Material Girl to Maison Valentino
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Zendaya Coleman has become a generational icon in terms of acting, activism and apparel. The now Emmy-award winner got her start in 2010 on Disney Channel’s Shake It Up and ten years later she plays the role of executive producer and main character on HBO’s Euphoria. The timeline of her fashion sense has played out in a similar way from the beginning of the decade to the end — the unheard of actress wearing retail to red carpets became the heavy-hitting, cutting-edge celebrity with a slew of designers who would kill to work with her.
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After her stint on Dancing With The Stars, Zendaya started her rise to fame and became a household name. The publicity earned her her first big break in the fashion world in the fall 2014 campaign for Material Girl by Madonna — and when Madonna is the first person you work with, everyone wants to work with you. Titled “Boardwalk Babe,” the campaign was full of summery, effeminate, trendy dresses for teens.
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Eventually Zendaya followed the path that all child actors eventually travel by starting her own clothing line in collaboration with her stylist Law Roach. Daya by Zendaya was meant to be a brand for the people by being an affordable, comfortable and inclusive line of clothes for young people. Two years of designing later, Zendaya ended ties with the company that produced her clothing line, citing complaints from fans about order complications.
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Finished with her personal clothing collection, Zendaya was free to lend inspiration designers elsewhere. She started her first partnership with Tommy Hilfiger in 2018, taking the place of former celebrity collaborator Gigi Hadid. "I love to collaborate with people who are passionate about making their dreams a reality and who inspire the next generation to do the same … Zendaya has become a global icon, using fashion to make bold statements while always staying true to herself. Our capsule collection will fuse her eclectic style with the Americana spirit of our brand," Hilfiger said in a press release. Zendaya, an established voice of the younger generation, breathed life into this classic American brand. She reinvigorated Tommy by making it a cooler, more attractive option for younger people. Tommy Hilfiger sales have steadily increased since her arrival and revenue has almost gone up by over $1 billion. A department store staple that is largely accessible to everyone has become a stronger and more stable force in the fashion industry.
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Over the weekend, Zendaya entered into the luxury fashion industry as she announced her first luxury partnership with Maison Valentino. Creative Director Pierpaolo Piccioli wrote on Instagram, “The reason why I chose Zendaya as the new face for Valentino campaign is because she perfectly embodies and represents what Valentino is and stands for, today. She is a powerful and fierce young woman that uses her talent and her work to express herself, her values and her generation as well.” With the partnership still being fresh, we’ve only seen a few very minimalist, natural photos released on social media. It will be interesting to see how Zendaya’s flare could add to the company’s presence as it has with Tommy Hilfiger. I think we all can look forward to seeing Zendaya design and wear fresh and youthful creations in classic Valentino red. Luxury brands without reinvention have kept their appeal to older clientele. Perhaps this collaboration is needed to launch Valentino into the next generation.
By Ryán Salamo
Instagram: @astr0man74