Gone are the days when a celebrity's biggest business announcement would be the reveal of a sickly-sweet-yet-affordable high street perfume. Nowadays our A-list elite have their sights on more esteemed echelons. Now they want to become creative directors.
And they're succeeding. Earlier this year, Pharrell Williams took over the Pont Neuf bridge in Paris to reveal his first collection since being appointed creative director at legendary French fashion house Louis Vuitton, and just this week A$AP Rocky was announced as PUMA's new Creative Director for its Formula 1 partnership. Rocky's partner Rihanna has also found success in this industry, with her collaborative lingerie brand Fenty X Savage recently estimated to be valued at around $3 billion (£2.5bn) were it to go public.
