Marketing
Why Luxury Brands Choose Certain Creators
The casting director's checklist has changed. Reach isn't on it.
By Camille RouxJune 20266 min read
Ask a casting director at a European house what they look for now and the answer will almost never begin with a number. It will begin with a name — a photographer the creator has already worked with, a stylist they trust, a magazine that has covered them well.
The metric that has replaced reach, in other words, is provenance. Where has this person shown up already, and who signed off on it?
