n today’s fashion industry, collaborations between celebrities and brands have emerged as a key driver of trends. Beyond fleeting fads, these partnerships introduce items infused with the individuality and style of celebrities, sparking consumers’ desire for “aesthetic pursuit” shopping.
According to a report from fashion platform KREAM, Puma’s H.St. OG sneakers worn by Rosé saw saves surge by 7,618%, while searches for ALO sneakers worn by Kendall Jenner skyrocketed 469% in just one day. These examples underscore how celebrity influence directly impacts consumer purchasing decisions.
Brands are increasingly going beyond using celebrities as models, expanding into collaboration collections where stars take part in the design process. A standout case is the Puma × Rosé collection, where the global artist was involved from concept to design. By reinterpreting Puma’s sportswear heritage with Rosé’s refined sensibility, the collection drew explosive reactions from Gen Z and millennials.
In particular, the “Speedcat” sneakers, a modern take on Puma’s signature design, sold out in just 30 minutes, creating a “sold-out legend.” Additional pieces, including the ballet-inspired “Speedcat Ballet,” sporty streetwear, and accessories, further demonstrate that celebrity collaborations have become a powerful trigger for consumption in the fashion industry.
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