i-D cover girl Selena Gomez will soon become the face of American luxury brand Coach, after an enormous $10 million deal was reportedly finalized. The deal will see the singer lead campaigns for the label and design her own collaborative line, much like Gigi Hadid’s effort for Tommy Hilfiger.
Coach is signaling a move into a new, social-media savvy chapter, inaugurated by last Thursday’s influencer-heavy 75th anniversary celebration at Pier 94, where the brand unveiled its women’s pre-fall and men’s fall/winter 17 collections.
Who better to lead the charge than the most valuable person on Instagram? There are 104 million accounts watching Selena’s feed, and the signer also boasts the most liked post of all time; a photo of her sipping coke that’s earned six million double-taps. Plus, she’s already got some campaign experience under her belt courtesy of Louis Vuitton.
If we zoom out from Instagram and take stock of Selena’s reach across all of her additional accounts, her follower count shoots up to astronomical levels: more than 180 million followers across Facebook, Instagram, and Twitter. And that number just keeps going up: every day, she acquires around 200,000 new followers. For that audience, $10 mil is kind of a bargain.
Credits
Text Isabelle Hellyer
Photography Scott Trindle [The Street Issue, no. 326, 2013]
Styling Elgar Johnson