Charli XCX famously had a Brat summer
The pop star is working with an almost endless number of fashion and beauty brands, whether she’s an ambᴀssador or simply modeling for them.
Charli XCX – born Charlotte Emma Aitchison in Cambridge – has had a mᴀssive year, with Brat, her sixth studio album, becoming her highest-selling record yet.
In October, the Guess singer signed a brand deal with Converse, joining celebrities like Avril Lavigne, Gwen Stefani and Olivia Rodrigo, who famously love the sneaker brand.
Charli, 32, is also the face of Acne Studios, modeled for Kim Kardashian’s loungewear brand Skims, and has collaborated with beauty brands including Laneige, K18 Hair, and Valentino Beauty.
According to Billboard, Charli earned an estimated $9.62 million thanks to Brat summer.
To find out how she was able to seemingly double her net worth – and why her Gen Z and millennial fans aren’t tired of her yet – FEMAIL reached out to branding experts.
Los Angeles-based stylist Eunice Heesun Park, who worked as a creative director at BCBG and Fabletics, warned FEMAIL, ‘We have seen fans get fatigued with never ending collaborations, especially if they feel disingenuous.’
Charli XCX had a Brat summer – and going into the end of 2024, she’s signed brand deals that seemingly doubled her net worth in a year – like the one with Acne, above
The Sympathy is a Knife singer has collaborated with beauty brands including Laneige, K18, and Valentino Beauty, above
To find out how she was able to seemingly double her net worth – and why her Gen Z and millennial fans aren’t tired of her yet – FEMAIL reached out to brand experts
‘As long as Chari XCX is branding herself with the right collaborations, her loyal fans will be in full support of her continued success,’ Eunice, who founded the brand The Regular Program, continued.
One reason her collabs tend to work, according to Eunice, is because ‘she’s an artist that feels genuine to what she wants to put out’ and she isn’t ‘overly conceptual.’
‘People love a unique angle, and her vibe from her music to her style feels like a different point of view,’ the branding and fashion expert continued.
Pija Ona Indriunaite, brand manager at London-based marketing company Omnisend, told FEMAIL, ‘The buzz surrounding her work has maintained momentum since the start of the year – a rarity in the world of social media trends.’
Pija credited the rise with her ‘collaborations with famous online influencers like Julia Fox and Troye Sivan’ feeling authentic because they’re ‘friendships rather than calculated partnerships.’
‘For the audience, it feels purposeful instead of transactional,’ Pija explained, adding that the same is true for her brand collaborations.
‘Charli determines what fits within the Brat aesthetic instead of taking on every single paid partnership,’ Pija explained.
‘Because of this, collaborations with Converse and Skims feel curated rather than purely commercial. Even her initially controversial partnership with fast-fashion brand H&M was softened by the inherent adaptability of the Brat persona,’ Pija said.
Brand manager Pija Ona Indriunaite told FEMAIL, ‘The buzz surrounding her work has maintained momentum since the start of the year – a rarity in the world of social media trends’
‘Beauty endorsements tend to offer higher fees due to the industry’s emphasis on global reach and high-profit margins and exclusivity,’ industry insider Stacy Jones revealed
Stacy thinks it’s possible Charli’s high-profile beauty endorsements could easily exceed $3 to $6 million annually
Many fans were upset that Charli would partner with a fast fashion brand, and some even thought fellow pop star Chappell Roan was throwing shade at her in September.
‘That’s why I am saying no to every f***ing brand deal right now, because I’m like “Does it fit in this world?” No, H&M does not fit in this world. Also, f*** H&M,’ Chappell said.
Despite the pushback, Charli was able to quickly recover, and even threw wildly popular events with the brand in New York City and London.
It helps that Charli is particularly popular with Gen Z and millennials, so many brands who are looking to refresh their image partner with the pop star.
‘Charli’s strong influence and popularity within this age group make her a valuable ᴀsset for their marketing efforts, especially for brands who are trying to reinvent themselves for the new generation,’ Pija agreed.
‘Gen Z and millennials now account for more than half of the U.S. labor force, prompting brands to continuously find ways to appeal to these generations,’ Pija, who was previously a marketing coordinator at Google, continued.
Charli XCX promoted the cotton rib and cotton fleece styles in a racy pH๏τoshoot for Kim Kardashian’s loungewear brand Skims
The 360 singer put her enviably toned abs on display while posing for snaps taken by celebrated pH๏τographer Petra Collins
Charli, who’s engaged to The 1975 drummer George Daniel, showed off her abs in a rainy pH๏τoshoot for Skims
Charli also understands how cyclical trends are, and makes sure not to run them into the ground.
‘She’s been unveiling her aesthetic step by step: first the music, then the visuals, then the announcement that “Brat Summer is over” only to release a remix album, keeping her audience continuously re-engaged,’ Pija said.
Stacy Jones from Hollywood Branded, an influencer marketing company based in Los Angeles, believes deals like these ‘can range from $500,000 to tens of millions of dollars annually, depending on the level of exclusivity and promotional commitments.’
Stacy thinks the Acne campaigns ‘might pay $500,000 to $2 million,’ her Skims modeling ‘could be worth $250,000 to $500,000 per campaign – or even into seven figures depending on deliverables,’ and ‘altogether, her fashion endorsements likely contribute at least $1.5 to $5 million annually to her income.’
‘Beauty endorsements tend to offer higher fees due to the industry’s emphasis on global reach and high-profit margins and exclusivity,’ Stacy revealed.
Stacy thinks it’s possible Charli’s high-profile beauty endorsements could easily exceed $3 to $6 million annually.
