How Charli XCX Became the Face of Fashion in 2024 

In 2024, 32-time Grammy Award winner and global icon Beyoncé dropped her highly anticipated album “Cowboy Carter,” which, in addition to topping the charts, landed her a campaign with heritage brand Levi’s. Meanwhile, the success of pop princess Sabrina Carpenter’s album “Short n’ Sweet” landed her campaigns with Skims and Versace, showcasing her power to drive consumer trends and spending.

While their achievements are impressive, one artist who managed to surpass her peers and stay at the center of the zeitgeist — securing partnerships with several brands — is 32-year-old British avant-pop and electronic superstar Charli XCX. 

The trendsetter, who skyrocketed to mainstream success over the summer with the release of her sixth studio album “Brat,” landed campaigns with H&M, Skims, Acne Studios, Google and Converse (to name a few). Despite the rapid succession of these partnerships, Charli XCX made each campaign feel unique while driving significant revenue for the brands involved.

“[Although] celebrity partnerships are a staple in fashion marketing, the degree to which Charli XCX was featured in 2024 is remarkable,” Keith Fraley, assistant professor of fashion business management at FIT, told WWD. “From a fashion business management perspective, her omnipresence provided brands with consistent and high-impact touchpoints to reinforce their messaging across multiple platforms, ultimately enhancing consumer engagement.”

According to Karis Munday, retail analyst at Edited, Charli XCX’s appointment as Converse’s new face was a “key strategic move” to generate buzz around the brand’s Chuck Taylor sneaker. In fact, following the campaign’s launch, Converse U.S. had 150 percent more canvas Chucks in stock compared to the previous year.

For Skims, her cotton rib collection campaign achieved a 35 percent majority sell-out rate — indicating that at least 51 percent of skus sold out — within its first three months of launch in the U.S. This surpassed Carpenter’s Stretch Lace collection for the brand in April, which achieved a 29 percent majority sell-out rate, according to the retail intelligence firm. 

The success of the “Apple” singer’s campaigns is largely driven by younger demographics, key market segments that value individuality, authenticity and cultural relevance. Gen Z, in particular, resonates with her ability to blend hyperpop aesthetics with accessible yet aspirational fashion, Fraley noted. Her campaigns also appeal to subcultures like LGBTQIA+ communities, who appreciate her commitment to inclusivity and self-expression.

This broad appeal positions her as an “ideal ambassador” for brands seeking to grow their presence among younger, digitally savvy and socially conscious consumers, he added.

“Her partnership with Skims aligned a culturally relevant figure with an already successful inclusive brand strategy, contributing to the brand’s record-breaking valuation growth during this period. Similarly, her collaboration with Acne Studios was instrumental in driving demand for high-margin, avant-garde pieces, with reports indicating a noticeable uptick in the sell-through rate for campaign-specific items,” Fraley said. “These measurable results reflect how brands leveraging Charli XCX’s edgy yet relatable aesthetic have benefited from heightened consumer interest, increased visibility and strengthened brand equity, all while achieving short-term revenue growth — a clear testament to the business value of such strategic partnerships.”

While Charli XCX created immediate success for these brands, her influence also has the potential to foster long-term loyalty, particularly among Gen Z consumers who prioritize emotional connections and shared values.

“Charli XCX’s success in 2024 demonstrates the increasing importance of aligning celebrity endorsements with a brand’s core values and target demographics. Her ability to authentically represent diverse brand identities across the fashion spectrum — from high-street retailers to luxury labels — proves the value of intentional partnerships,” Fraley said. “Her campaigns highlight the economic potential of cross-industry collaborations, showing how music and fashion, when thoughtfully integrated, can drive both cultural relevance and financial performance.”