The Celebrity Factory: New Modes of Fashion Entrepreneurship


  • Marta Martina Libera università di lingue e comunicazione IULM
  • Silvia Vacirca Università La Sapienza di Roma



Fashion entrepreneurship, Media celebrity, Business celebrity, Total entertainment, Brand and retail


The aim of the paper is to analyze the contribution of celebrity culture to the re-shaping of the fashion industry, distancing from an oppositional view while embracing a systemic one, where celebrity is considered a fundamental engine of the contemporary cultural production of fashion and a global consumerist culture. The scope of our paper tries to overcome the endorsement point of view to address the relationship between celebrity and fashion as a two-way relationship which is re-wiring the fashion industry. The paper will explore the multiple manifestations of the so-called celebrity brand labels, from Kim Kardashian to Victoria Beckham.


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How to Cite

Martina, M., & Vacirca, S. (2017). The Celebrity Factory: New Modes of Fashion Entrepreneurship. ZoneModa Journal, 7(1), 37–53.