Opinion 2 minute read
Jasmine Sanders has had an incredible year. In January, she was announced as the first digital ambassador for Bulgari, in February, she hit the catwalk for Moschino and in May, she was awarded a lucrative deal with Reebok thanks to her genuine love affair with fitness and a capacity to create truly beautiful gym selfies.
Just last week the model, actress and social media personality, was revealed as one of four influencers chosen to star in the fall collection for fashion brand Bebe. Though the label closed all its bricks and mortar shops in May, Bebe is back this autumn to concentrate on ecommerce. With a new online-only focus, it’s no wonder it employed such a high-profile social media influencer. Sharing Bebe’s new line with her 2.5m followers on Instagram, Golden Barbie (as she’s known to her fans) will propel the fashion brand beyond the blogging realm and into the mainstream. The new line includes on-trend florals and off-the-shoulder tops, but also channels styles of the brand’s heyday in the 90s and 00s with a return of the bandage dress and a promise of a rhinestone T-shirt renaissance.
For the campaign, Jasmine is joined by fellow Instagram influencers singer Pia Mia, model Inka Williams and actress Herizen Guardiola. Boasting over 8.5m Instagram followers combined, these ladies wield serious marketing clout. The line-up is designed to echo Bebe’s new slogan, “Be Bold. Be Different. Be You.” alongside the hashtag #beyoubebe, representing their theme of inclusivity and empowerment. Bebe is further investing in its new strategy with the introduction of new size ranges and categories from petites to plus even including a bridal range.
Sandra Campos president of the Bebe division at Global Brands Group, explains "Our new campaign’s use of inspiring female influencers, who span the globe from Bali and Guam to Germany and the United States, stays true to our strategy of embracing today’s empowered and diverse consumer."
Never out of the press and for all the right reasons, there is a seemingly insatiable thirst for everything Jasmine Sanders. We’d say that arguably Golden Barbie has been one of 2017’s most successful influencer’s so far. The reason? Her campaigns come across as genuine and honest. Before Reebok signed her, fans were already used to seeing regular gym selfies from the model. She works with brands that fit her mould, so her paid posts don’t feel intrusive; the perfect influencer. We’ll watch with interest to see where she appears next.
See Jasmine on Instagram @golden_barbie
Written by William Soulier, CEO of Influencer Marketing Platform, Model Village