Coach has signed influencer superstar Selena Gomez to a mega-deal worth $10 million, according to the NY Post. As has been the trend with a star of Gomez’s caliber, she will be tapped to help design collections, rather than only serve as the face of the brand.
The U.S. company since hiring designer Stuart Vever in 2014, has focused a lot of its efforts on reconnecting with a youthful customer after it found itself brushed aside by millennials when Kors splashed on the scene in a big way four years ago.
As a top five Instagram star with 104 million followers, the 24-year-old Gomez has a huge reach with the exact demographic Coach is hoping to connect with.
Recently featured on the cover of Australia Vogue, the actress and singer recently took some time off from Instagram, but returned with a photograph with her and some fans on Thanksgiving that included a caption that read, “I have a lot to be thankful for this year. My year has been the hardest yet most rewarding one yet. I’ve finally fought the fight of not ‘being enough.’ I have only wanted to reflect the love you guys have given me for years and show how important it is to take care of YOU. By grace through faith. Kindness always wins. I love you guys. God bless.”