In 2024, 32-time Grammy Award winner Beyoncé made waves with her album *Cowboy Carter*, which not only topped the charts but also earned her a campaign with Levi’s. Similarly, pop star Sabrina Carpenter’s album *Short n’ Sweet* led to lucrative partnerships with Skims and Versace. However, one artist has truly captured the spotlight and redefined brand partnerships—Charli XCX.
The 32-year-old British avant-pop and electronic sensation emerged as a dominant force in 2024. Following the release of her album *Brat* this summer, Charli XCX secured collaborations with major brands like H&M, Skims, Acne Studios, Google, and Converse, among others. Despite the rapid-fire succession of these deals, Charli’s personal touch made each campaign stand out, generating significant revenue for the companies involved.
Keith Fraley, an assistant professor of fashion business management at the Fashion Institute of Technology, commented on Charli’s impressive reach, noting that her presence in 2024 was unprecedented. “Her omnipresence gave brands multiple touchpoints across platforms, boosting consumer engagement and reinforcing their messaging,” he said.
Charli XCX’s partnership with Converse is a prime example of her influence. Retail analyst Karis Munday called her appointment the “key strategic move” that reignited excitement around the brand’s iconic Chuck Taylor sneakers. After the campaign launch, Converse saw a 150% increase in canvas Chucks stock compared to the previous year.
For Skims, Charli’s campaign for the cotton rib collection led to a 35% majority sell-out rate within the first three months in the U.S. This exceeded the success of Sabrina Carpenter’s earlier collection, which achieved a 29% sell-out rate. Similarly, Charli’s role in H&M’s Autumn/Winter ’24 campaign helped drive the buzz around the brand’s seasonal collection, with her cultural relevance playing a crucial part in the campaign’s success.
Linda Li, H&M’s head of customer activation and marketing for Americas, explained the decision to collaborate with Charli: “We wanted to explore the intersection of fashion, music, and culture. Charli XCX’s ability to capture this dynamic made her the perfect fit. While her album *Brat* didn’t initially influence our decision, it solidified our belief in her cultural influence.”
Much of Charli XCX’s success comes from her deep connection with younger, digitally-savvy audiences who prioritize individuality and authenticity. Gen Z in particular resonates with her unique blend of hyperpop music and approachable, yet aspirational, fashion. Her campaigns also appeal to marginalized groups like the LGBTQIA+ community, which values her commitment to inclusivity.
Fraley noted that Charli’s broad appeal makes her a “perfect ambassador” for brands aiming to reach younger, socially conscious consumers. Her partnerships with brands like Skims helped the company achieve record-breaking growth, while her work with Acne Studios increased demand for high-end, avant-garde pieces. These campaigns show how Charli’s edgy yet relatable style drives both immediate revenue and long-term brand loyalty.
In conclusion, Charli XCX’s 2024 success highlights the growing importance of aligning celebrity endorsements with a brand’s core values and target audience. Her ability to authentically represent diverse brand identities—whether from luxury labels or high-street names—demonstrates the immense value of thoughtful, strategic collaborations. These partnerships not only boost cultural relevance but also deliver tangible financial results, proving the power of cross-industry alliances in today’s fashion and music landscape.
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