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“The Heart Wants What It Wants” and Coach wants Selena Gomez.
For an alleged sum of $10 million, the pop singer has joined Coach’s fashion-forward family.
As a Coach Girl, Selena will appear in the brand’s ad campaigns and social media posts. She will also be collaborating with Executive Creative Director Stuart Vevers to design a piece for fall 2017 and will work with Step Up, an organization that empowers girls in low-income communities.
“I am so excited to work with Coach and love the clothes and accessories designed by Stuart Vevers,” Gomez said. “I am especially looking forward to getting to know the Coach team as well as becoming involved in the Foundation’s support of Step Up.”
READ MORE: Selena Gomez Showered with Praise After Emotional American Music Awards Speech (VIDEO)
However, the “Kill Em With Kindness” singer’s newest creative venture is just one of many celebrity-brand partnerships. Recently, Tommy Hilfiger recruited supermodel Gigi Hadid to help with the design process for an upcoming sportswear line. Also, Rihanna partnered with Puma to design the Fenty x Puma line, which landed RiRi the “Queen of Shoes” title after winning the Shoe of the Year award.
READ MORE: Rihanna Becomes the First Woman to Win Shoe of the Year
Similar to the way Puma’s bottom line greatly benefitted with Rihanna’s contributions, Selena Gomez’s current platform will help extend Coach’s reach in the millennial market.
Gomez is currently the most followed woman on Instagram with 104 million followers; her picture announcing her Coach collaboration has already garnered 2.9 million likes. She also has 46 million followers on Twitter and was recently voted as this year’s favorite female artist at the American Music Awards, where her loyal fanbase showered her with support and praise for opening up about her depression.
After a three-month break from the spotlight, Selena Gomez is definitely making a strong comeback and it looks like Vevers is excited to work with her as well.
Welcome to the Coach family! @SelenaGomez #SelenaGomez
A photo posted by Coach (@coach) on
“I came at this because I was inspired and excited by the idea of working with a woman I felt I could really identify with at the end of the day,” the designer said in an interview. “Selena possesses that ease and that romantic charm and that cool confident attitude – that’s what I’m excited about.”
READ MORE: Queen of Instagram Selena Gomez Dominates List of 2016’s Most-Liked Photos
Just last year, Stuart Vevers led the company in its attempt to revamp the Coach image after suffering a challenging fiscal year. “Coach has got to be totally accepted for great quality, cool, modern pieces,” Vevers said. And after releasing its more fashion-forward RTW line, which featured more colors, textures and fringe, pop star Selena Gomez seems to be a natural next move.
“We’ve gone though a big reset,” Vevers said when announcing Selena’s partnership. “I’ve found that when people know what we’re doing they tend to be very positive about it. I think sometimes it’s about getting the message out.”
The Coach designer also added that working with the award-winning singer was the best way to get the message out and that the collaboration “feels organic and right for where we are right now.”
