A little over a decade ago, Anne Hathaway’s public image was in turmoil. Despite her breakout role in The Princess Diaries and an Oscar-winning performance in Les Misérables, she faced relentless criticism. Audiences labeled her a try-hard theater kid, and her casting as Catwoman in The Dark Knight Rises drew skepticism, with detractors claiming she lacked the necessary allure. The internet amplified the disdain, and think pieces dissected her unpopularity. Fast forward to today, and Hathaway is a fashion icon, headlining The Devil Wears Prada 2, the most buzzed-about film in style circles. Her transformation from pariah to powerhouse is a case study in reinvention, driven by a savvy stylist, bold career moves, and a lucrative partnership with fashion’s elite.
In 2019, Hathaway’s trajectory shifted when she began working with Erin Walsh, a stylist whose resume boasts names like Sarah Jessica Parker and Timothée Chalamet. Walsh, who started as a fashion assistant at Vogue, saw untapped potential in Hathaway. “I always saw that spark in her,” Walsh says. She encouraged the actress to take risks, embracing bolder, more revealing looks not just for red carpets but in everyday wear. The pivot paid off. Hathaway became the face of Bulgari, and in 2022, she went viral recreating an Andy Sachs look from The Devil Wears Prada while seated beside Anna Wintour at a Michael Kors show.
That same year, Walsh connected Hathaway with Versace, a brand seeking a fresh ambassador. “Well, why wouldn’t you talk to Annie?” Walsh recalls suggesting to a Versace executive. The idea of Andy Sachs fronting a label synonymous with leather, latex, and Madonna-level swagger was unconventional, but it clicked. In Versace’s 2023 campaign, Hathaway exuded a raw, confident edge—barefaced in a leather bustier or a minidress with kitten heels. “She’s a little bit dangerous. Dangerous but sexy,” Donatella Versace said in a promotional video. A former Versace insider notes, “We wanted someone unexpected. Anne showed Versace could appeal beyond the stereotypical bombshell.”
Hathaway’s makeover transcended aesthetics; it was a strategic alignment with fashion’s evolving role in Hollywood. “Fashion is about projecting who you want to be,” Walsh explains. “For someone in the spotlight, it’s a tool for manifestation.” Her work with Hathaway elevated the actress’s profile while helping Versace reposition itself in a crowded luxury market. The partnership proved lucrative: Hathaway’s paparazzi shots from the Devil Wears Prada 2 set, clad in designer labels, generated millions in media exposure—$1.4 million for Gabriela Hearst and $1.2 million for Chanel, per Launchmetrics data. Her next ambassadorship, likely worth millions, is on the horizon. “She’ll only choose something authentic to her,” Walsh insists.
This synergy between Hollywood and high fashion reflects a broader, cutthroat industry now worth $7.1 billion. Once dismissed as a tacky side hustle, brand endorsements are now a lifeline for actors facing shrinking studio budgets and dwindling streaming residuals. Deals range from thousands to tens of millions, depending on a star’s clout and the campaign’s scope. In 2012, Brad Pitt earned $7 million as Chanel No. 5’s first male face; by 2024, Timothée Chalamet reportedly secured $35 million for a Chanel campaign directed by Martin Scorsese. “Everything is about image,” says Todd Shemarya, a commercial agent representing Pitt and others. “Brad is a luxury. We stay in that lane.”
For emerging talents, the playbook is clear: start with a bold campaign, prove your value, and climb the ladder. Jacob Elordi went from Euphoria to a viral Calvin Klein ad in 2019, later landing a role at Bottega Veneta. Evan Mock parlayed a 2021 Calvin Klein billboard into a Saint Laurent ambassadorship. Aaron Taylor-Johnson followed a similar path, moving from Calvin Klein to Armani and Saint Laurent. “Calvin Klein is about awareness,” Shemarya says. “It’s massive exposure.” Calvin’s CMO, Jonathan Bottomley, capitalized on this with Jeremy Allen White, whose 2024 underwear campaign generated $12 million in media value in 48 hours and drove a 30% spike in U.S. underwear sales.
Major houses like Chanel and Saint Laurent play the long game, nurturing talent early. Chanel’s bond with Vanessa Paradis extends to her daughter, Lily-Rose Depp, while Kristen Stewart transitioned from Twilight to a decades-long “friend of the house” role. Saint Laurent even produces films, like Emilia Pérez, dressing its stars for press tours. Loewe’s former creative director, Jonathan Anderson, turned actors like Josh O’Connor into ambassadors, later collaborating on their films. “He’s got a wicked eye for talent,” Shemarya says of Anderson, who recently invited Levi Alves McConaughey, Matthew’s son, to join Dior.
The courtship often begins with a runway show invitation, complete with flowers and curated outfits. Brands observe how guests carry themselves, their punctuality, charm, and how they wear the clothes. “It’s a test,” says PR agent Sophie Roche Conti. From there, relationships deepen with event invites and interviews. Matthew McConaughey’s appearance at a Jacquemus show, alongside stars like Gillian Anderson, yielded 2.2 million TikTok impressions with a single soundbite. “It signals we’re in the fashion space,” Shemarya notes.
Yet, overexposure carries risks. Sydney Sweeney’s rapid-fire endorsements—from Baskin-Robbins to Miu Miu—sparked backlash when an American Eagle ad drew accusations of coded racism. Dior faced scrutiny for sticking with Johnny Depp amid legal controversies, yet his $20 million Sauvage renewal in 2023 proved the gamble worthwhile. “More than ever, Johnny Depp is the soul of Sauvage,” Dior declared.
The endorsement boom may be peaking. Last year, only three actors—Zendaya, Anya Taylor-Joy, and White—cracked Launchmetrics’ top-ten ambassador list, dwarfed by K-pop stars like Dior’s Jisoo, whose $105 million media-impact value reflects the genre’s devoted fanbase. “K-pop armies do the job for you,” a luxury marketer says. Still, brands are hedging bets. Supermodels like Claudia Schiffer and Kate Moss are resurging in campaigns for Versace, Balenciaga, and Saint Laurent, signaling a shift. “Celebrities are just celebrities,” says veteran ad director Sam Shahid. “An original concept lasts longer.” As fashion houses navigate a global luxury slowdown and creative turnover, Hathaway’s reinvention stands out—a testament to strategic styling, calculated risks, and the power of a well-timed wardrobe change.