We all know celebrity sells. That’s no new news. Victoria Beckham puts her name to a branded range by Estée Lauder – it sells. Rihanna launches a new fragrance – it sells. But what about if you’re famous for being famous? Or, in this case, famous for being, well, the offspring of a famous person? In the past it’s often felt that being famous for being famous doesn’t hold much weight, in fact, celebrity children were often seen as slightly sad when chasing the spotlight. However, over the past few years there has been a perceptible shift in attitudes towards these celeb kids – dare I say it the new generation of offspring have made it cool? If you’re anything like me, there’s a good chance you’ll have more knowledge of the movements/updates/goings on of the likes of Beyoncé, Kim Kardashian, David Beckham and Justin Beiber than you do your own family (thank you social media), and if you’re anything like me you’ll also be pretty clued up on the likes of Blue Ivy’s Super Bowl antics, Kylie Jenner’s latest tropical getaway, Harper Beckham’s most recent pap shot with Anna Wintour FROW at Kanye’s show, while Brooklyn Beckham’s love life is more interesting than my own. These kids are starting to hold serious weight for young audiences (or celeb-obsessed Mum’s of two #guiltypleasure).
So what are these up and coming young influential stars doing with their new found hip status? Well, capitalizing on a myriad of opportunities it seems. Indeed, these young famous-for-being-famous faces are savvy, profiting on the status of their iconic parents and making a name for themselves in their own right. Step up celebrity endorsements, fashion lines and, of course, lucrative beauty deals.
Lily-Rose Depp was always going to be genetically gifted, with Vanessa Paradis and Johnny Depp as her makers, but she has made the most of these looks booking deals with the likes of Chanel. Kaia Gerber, 15, daughter of Cindy Crawford, another leggy beauty, was last year signed to Marc Jacobs Beauty, while 16-year-old Iris Law (offspring of British Model Sadie Frost and Actor Jude Law) has most recently signed to be the face of Burberry Beauty. And we don’t need to list Kylie Jenner’s beauty achievements. However, while the likes of Crawford may have expressed doubts about the effect the industry might have on her young daughter – speaking from extensive experience no less – it seems that some famous faces are keep to capitalize on the mounting interest in even the youngest mini me’s.
Kim Kardashian (obvs) recently used the power of social media, and a photo of her daughter North West, to announce the impending launch of her kids clothing line, in collaboration with Kanye. The couple cited their four-year-old as their muse. Most recently Beyoncé and Jay Z have trademarked the name Blue Ivy Carter with the global superstar’s company, all set to launch a range of beauty products under her five-year-old daughter’s name. And with the power couple due to have twins this year, it seems the money spinning opportunities are limitless.
There’s no doubt about it, the mirror into the lives of the young and famous afforded to us by social media is now creating an insatiable appetite to know more and more about these celeb children, whether that’s through their own doing or by pushy parents. It seems the ‘IT kids’ trend is lucrative not only for the ‘famous’ faces themselves, but savvy beauty brands which capitalize on it.