Date of Award

5-2026

Document Type

Thesis

Department

Management and Marketing

First Advisor

Garo Agopian

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, 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.

Download

Share

COinS