Oasis singer Liam Gallagher's endorsement of Stone Island reinforces the music-fashion nexus, highlighting how celebrity associations shape brand identity and consumer belonging.
Celebrity endorsement has existed since the 19th century, allowing brands to leverage celebrity notoriety. It transfers celebrity meaning to brands, entwining social class, lifestyle, and identity.
Gallagher's relationship with Stone Island symbolizes a nostalgic link to 1990s Manchester, where music and football fandom merged, enhancing brand values through emotional connections.
The alignment between Gallagher and Stone Island illustrates effective co-branding by tapping into shared cultural symbols, maximizing benefits for both artist and fashion brand.
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