Oasis singer Liam Gallagher has been announced as one of the new faces of fashion brand Stone Island. This is perfect timing for the brand, following on from the announcement in August of a 2025 Oasis announced reunion tour, which instantly sold out.
For music fans, wearing band T-shirts and adopting a particular style of dress has long been a way to identify themselves as part of the in-group. And the desire to show belonging by adopting a uniform in this way provides an ideal context within which brands can benefit from association with a celebrity.
The practice of celebrity endorsement has been around since the 19th century, as organisations recognised the value of celebrity notoriety in promoting their brands. Celebrity endorsement transfers the meaning associated with the celebrity to the brand. This meaning encompasses various markers of identity such as social class, gender, personality and lifestyle types.
