Every celebrity has a brand now, or at least that’s how it seems. Take a gander at a famous person, A-List to Z, on social media and the chances are they’ll have a post or six shilling their skincare range, tequila, or collaboration with a fast fashion company. Nobody, regardless of wealth or status, is exempt from the necessity of a side-hustle. Not even Beyoncé. One of the true (alien) superstars of our time, the singer recently revealed a collaboration with the couture brand Balmain. This came hot off the heels of the announcement that her athleisure line, Ivy Park, would be parting ways with Adidas. Reports had noted that the brand was not doing as well as anticipated, with Forbes detailing that sales fell more than 50% in 2022 and that overall revenue had heavily decreased.
RENAISSANCE COUTURE
by @Beyonce x @Balmain https://t.co/wH4f79jAhU pic.twitter.com/SPQ50f0vKB— Balmain (@Balmain) March 24, 2023
It’s worth remembering that most celebrity brands fail. Indeed, most brands as a whole fail because capitalism is a ruthless mistress and the competition is always overloaded with better and/or cheaper options. Celebrities are eager to get into the world of side hustles because, when it pays off, it reaps the kinds of dividends that acting gigs and concert tours can never hope to offer. Rihanna didn’t become a billionaire through her albums. Ryan Reynolds’ fortune isn’t from Deadpool. Yet they are part of a handful of exceptions to the rule. For every Fenty Beauty or Skims, there’s a slew of brands that shuttered, went bankrupt, or quietly disappeared from the world. Kylie Jenner couldn’t make Kylie Swim work, even with a successful make-up line behind her. Lady Gaga’s Haus Laboratories required a major rehaul to save itself from closure. We could be here all day listing the restaurants owned by celebrities that littered Los Angeles before going into ruin after mere months.
What makes Beyoncé so unique as a celebrity is the…
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