Youthful promotions could attract young new customers to the luxury brand.
Luxury brand Chanel is promoting its eyewear collection with a just-released campaign starring Willow Smith (shown), according to an article on Luxury Daily. The daughter of Will Smith and Jada Pinkett Smith, the 15-year-old actress is seen in black and white photos shot by Chanel creative director Karl Lagerfeld. Willow additionally appears in videos called Sunglasses Collection and Optical Collection. Chanel also has featured Lily Rose Depp, the teenage daughter of Johnny Depp and Vanessa Paradis, in its eyewear promotions. Eyewear is considered an entry-level category at Chanel, and millennials drawn to eyewear by promotions starring young celebrities may move on to pricier Chanel offerings, such as apparel and leather goods.