Why CHARLES & KEITH is betting on emerging talent beyond celebrity

For years, fashion brands have relied on established celebrities to capture attention and build global appeal. CHARLES & KEITH was no exception, tapping the star power of South Korean actress and singer Krystal as its first-ever global brand ambassador in 2022, before expanding its ambassador roster with K-pop group ITZY and actress Han So Hee.

Its latest partnership, however, points to a broader evolution in strategy.

Rather than signing another household name, the Singapore-founded fashion label has appointed Singapore's first female Formula 4 racer Kareen Kaur as part of its latest initiative to champion emerging talent. The move suggests that while celebrity ambassadors remain an important part of the brand's marketing playbook, CHARLES & KEITH is increasingly looking to invest in individuals whose careers are still unfolding.

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The partnership will see the brand support Kaur throughout the 2026 Formula 4 season through a series of content moments capturing her journey both on and off the track.

According to the company, Kaur embodies qualities that have long been central to CHARLES & KEITH, including resilience, curiosity and the determination to forge her own path. Rather than positioning the collaboration as an entry into motorsport marketing, the brand said it was drawn to Kaur's journey as someone pursuing her ambitions in a traditionally male-dominated environment.

That distinction is significant.

While Kaur represents a different type of ambassador from the celebrities who came before her, CHARLES & KEITH was careful to position the partnership as an expansion rather than a departure from its existing strategy.

The company said collaborations with emerging talent are intended to complement its global ambassadors, explaining that while established names help connect the brand with audiences around the world, rising talents allow it to champion inspiring stories at pivotal moments in their careers.

Rather than describing its initiative as a formal incubator programme, CHARLES & KEITH characterised it as an ongoing approach to identifying individuals across fashion, design, sport and culture whose values naturally align with the brand.

The focus, it said, is less about filling a gap than recognising promising talent early and supporting their journeys as they evolve.

The approach mirrors a wider conversation taking place across the marketing industry, where brands are increasingly rethinking what consumers expect from ambassador partnerships.

In a previous MARKETING-INTERACTIVE analysis examining Nike's activation with K-pop group NewJeans, Kimberley Olsen, co-founder of digital creative agency Yatta Workshop, argued that traditional ambassador campaigns have become less effective as consumers have grown increasingly aware of paid endorsements.

"People know that many of these ambassadors are most likely not real loyalists to the brand and are savvy to the amount of money being spent to use them for campaign endorsements," said Olsen. 

Instead, Olsen said brands need to create experiences that strengthen long-term affinity with their communities. 'When brands position themselves as ones that know what their community want and show that they have the means to give them exclusive access to it as a reward for their brand loyalty not only boosts brand affinity, but also gives them great PR." 

Alice Dall, head of strategy, Southeast Asia and India at Design Bridge and Partners, echoed that shift, arguing that audiences increasingly expect ambassadors to move beyond traditional campaign imagery: "Brands are ditching the passive approach and diving headfirst into immersive experiences that scream authenticity." 

"It's not just about slapping a celebrity face on a billboard anymore; it's about forging meaningful connections and creating moments that resonate long after the lights dim," she added. 

CHARLES & KEITH's partnership with Kaur appears to reflect that evolution. Rather than centring the collaboration solely around campaign visuals, the brand said the partnership will unfold through a series of moments across Kaur's 2026 Formula 4 season, giving audiences a closer look at the preparation, discipline and determination behind her career.

It also hinted that Kaur may not be the last emerging talent to join its growing portfolio.

Looking ahead, CHARLES & KEITH said it remains open to collaborating with inspiring individuals across fashion, art, design, sport and beyond. Rather than focusing on any one discipline, it said it is interested in authentic stories, fresh perspectives and people whose creativity and ambition resonate with the brand.

For CHARLES & KEITH, that means celebrity ambassadors and emerging talent are not competing strategies but complementary ones.

As brands increasingly compete on cultural relevance rather than celebrity alone, investing in tomorrow's changemakers before they become household names could prove just as valuable as signing today's biggest stars.

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