The Muse of Modern Day Celebrity Endorsements
Location
FA-152
Start Date
1-5-2026 10:50 AM
Department
Management and Marketing
Abstract
Kim Kardashian has redefined what it means to be a celebrity endorser in the modern age. It is not just about putting a celebrity face to a product, or in this case a Luxury Fashion Brand but instead about embodying the brand itself. Kim Kardashian has served as the epitome of a "modern muse", one who shapes and inspires brands. This thesis proposal takes an exploratory case study approach to Kardashian's partnerships with Luxury Fashion Brands. It focuses on her Instagram social media presence and how it transforms traditional endorsement strategies into brand collaborations. By analyzing her posts, engagement and the shift towards Gen Z and Social Capital, this study will establish the concept of the modern muse as a framework. This framework will ultimately assist with understanding how celebrity branding revitalizes Luxury Fashion Brands and sets future Marketing strategies.
Faculty Sponsor
Garo Agopian
The Muse of Modern Day Celebrity Endorsements
FA-152
Kim Kardashian has redefined what it means to be a celebrity endorser in the modern age. It is not just about putting a celebrity face to a product, or in this case a Luxury Fashion Brand but instead about embodying the brand itself. Kim Kardashian has served as the epitome of a "modern muse", one who shapes and inspires brands. This thesis proposal takes an exploratory case study approach to Kardashian's partnerships with Luxury Fashion Brands. It focuses on her Instagram social media presence and how it transforms traditional endorsement strategies into brand collaborations. By analyzing her posts, engagement and the shift towards Gen Z and Social Capital, this study will establish the concept of the modern muse as a framework. This framework will ultimately assist with understanding how celebrity branding revitalizes Luxury Fashion Brands and sets future Marketing strategies.