The phenomenon of celebrity fashion Businesses and Their impact on mainstream fashion

Abstract Celebrity fashion lines represent the foray of notable individuals from various industries, such as entertainment, sports, academia, and even politics, into the world of fashion design and retail. The purpose of this study is to analyze the phenomenon of celebrity fashion and discuss its impact on contemporary mainstream fashion. This research employs methodologies including literature review, database analysis, concept mapping, and synthesis. Data were collected from academic databases such as Web of Science, Google Scholar, and Bing Scholar. A manual screening process was then applied to exclude materials that did not align with the predefined inclusion criteria. This study sheds light on the typical business models while analyzing the impact of the phenomenon on mainstream fashion. The study contends that the incidence of celebrity fashion lines has, to a large extent, bestowed a positive impact on the fashion landscape. Even though some cons exist, the pros far outweigh the cons. The phenomenon has impacted not only the design and production of fashion goods but also the marketing of goods in general. New marketing paradigms such as celebrity marketing and celebrity branding have emerged. Our findings have implications for scholars, industry stakeholders, and policymakers navigating the evolving fashion landscape.