Sofia Richie Grainge has officially become the latest influencer to step into the world of luxury fashion. The social media personality and model, named the internet's new "IT girl" by Cosmopolitan, Elle and Insider, was introduced as the face of David Yurman's new line of sculpted cable jewelry on Tuesday. Not only that, but she's also the luxury brand's newest global ambassador!
Sofia, daughter of the famous Lionel Richie, has become a prominent influencer these past few months, especially following her luxurious French wedding celebrating her marriage to music executive Elliot Grainge, son of Universal Music Group CEO Lucian Grainge. The model wore three custom Chanel gowns at her wedding, which took place in April 2023, has made her mark in the world of luxury fashion. Her sophisticated “quiet luxury” style, full of designer clothes, and her slicked-back hair-dos have become a personal brand of hers. It's no wonder she's landed so many opportunities working on marketing campaigns with Yurman, Tommy Hilfiger, Michael Kors, Adidas and hair care brand K18.
Following her lavish French wedding, the "It Girl" showed off the new Sculpted Cable bracelet while shooting for the brand's fall campaign at Kellogg Doolittle House at Joshua Tree, California. The collection, with prices ranging from $3,900-$9,700, is the latest development of the brand's already-impressive design, with a new bangle available in 18-karat yellow, rose or white gold. “David Yurman embodies everything that I’m trying to express with my aesthetic — with how I dress, and how I want to feel, which for me is very timeless and elegant,” Richie Grainge told The Hollywood Reporter. “This campaign is about paving your own way: really being confident, taking direction, and being the leader of your own pack.”
Her partnership with Yurman is only the latest in a series of collabs by luxury fashion brands with social media stars. In fact, social media has become such a significant tool for companies like this that the influencer industry reached $16.4 billion last year. Additionally, 75% of brands have set aside a budget for influencer marketing, per the Harvard Business Review. Stay tuned for more updates from the world of luxury fashion!