Fashion People Do Celebrity Fashion Campaigns Still Work?
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Nov 7, 2025 Greg Krelenstein, a casting director and founder of GK-LD, dives into the evolving world of celebrity fashion campaigns. He discusses the transition from celebrity ambassadors to ensemble casts, blending A-listers with real people. Greg reflects on the shift from street casting and highlights the importance of authenticity in brand partnerships. He also shares stories from his Misshapes days and the vibrant nightlife scene in NYC, where a surprise appearance from Madonna still sparks excitement. The conversation wraps up with insights into future trends for smaller brands.
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Misshapes Party Became A Casting Lab
- Greg describes Misshapes' weekly Don Hills party and how they documented guests with a signature black/white wall photo.
- The party's weekly gallery became an early form of casting and cultural documentation before Instagram.
Gawker Era Amplified Nightlife Stars
- Greg recalls the Gawker era where nightlife photos and nicknames amplified local personalities into early influencers.
- He says it was tongue-in-cheek coverage that helped build the Misshapes' brand and visibility.
Casting Became Layered, Not Just Celebrity
- Greg argues the celebrity casting shift is less about novelty and more about expanding the range of personalities in campaigns.
- Brands now need marquee stars plus K-pop, influencers, and real-people casting for a layered impact.
