{"id":527441,"date":"2025-08-26T15:23:25","date_gmt":"2025-08-26T13:23:25","guid":{"rendered":"https:\/\/highxtar.com\/de-embajadores-a-arquitectos-culturales-el-nuevo-poder-de-los-musicos-en-la-moda\/"},"modified":"2025-08-27T17:57:06","modified_gmt":"2025-08-27T15:57:06","slug":"from-ambassadors-to-cultural-architects-the-new-power-of-artists-in-fashion","status":"publish","type":"post","link":"https:\/\/highxtar.com\/en\/from-ambassadors-to-cultural-architects-the-new-power-of-artists-in-fashion\/","title":{"rendered":"From ambassadors to cultural architects: the new power of artists in fashion"},"content":{"rendered":"\n

The news that SZA has been named artistic director at Vans <\/a><\/strong>confirms something we’ve been seeing for some time: brands are no longer content with simply using a celebrity as the face of their campaign. They want something deeper, more authentic… more artistic, perhaps? They want cultural architects<\/strong> capable of constructing narratives that resonate beyond the product itself.<\/p>\n\n\n\n

SZA is not alone. In recent months, we have seen A$AP Rocky <\/strong>become the first creative director of Ray-Ban Studios<\/strong>, Travis Scott<\/strong> take on the role of Chief Visionary at Oakley,<\/a><\/strong> and Pharrell Williams<\/strong> take the reins of Louis Vuitton<\/strong>‘s menswear line. All of them mark the beginning of a new era in which the weight of popular culture is shifting directly to the industry’s management positions, at least in the creative sphere.<\/p>\n\n\n\n

\n
<\/div>
<\/div>
<\/div><\/div><\/div>
<\/div>
<\/path><\/g><\/g><\/g><\/svg><\/div>
View this post on Instagram<\/div><\/div>
<\/div>
<\/div>
<\/div>
<\/div><\/div>
<\/div>
<\/div><\/div>
<\/div>
<\/div>
<\/div><\/div><\/div>
<\/div>
<\/div><\/div><\/a>

A post shared by Ray-Ban (@rayban)<\/a><\/p><\/div><\/blockquote>