A royal ambassador for Gucci

Charlotte Casiraghi is the new face of Gucci for the ''Forever Now'' advertising campaign. The iconic brand selects one more time a celebrity in order to promote its new campaign. In addition to this celebrity endorsement has became a popular approach in the branding process both in terms of gaining and keeping attention and in creative favorable associations leading to positive brand knowledge and distinct brand image (Carroll, 2008). But why Gucci chose Charlotte as the new ambassador?

 She is a renowned fashionista, she is fourth in line the throne of Monaco. And what more can epitomize a designer household name to royalty than royalty herself. Furthermore Gucci's creative director, Frida Giannini has been exclusively designing Charlotte's riding gear for the past couple of years, as Charlotte races horses at the competition level. Moreover Charlotte will take part in the Olympic games this summer in London. Do you think that is a coincidence that the campaign started the same year with the Olympics?

And don't forget that the 25 years old royal is the granddaughter to Hollywood  icon actress Grace Kelly (Princess Grace of Monaco) and daughter to Princess Carolina of Monaco. According to Ohanian (1991) stresses that be truly effective, celebrities chosen as endorsers should be knowledgeable, experienced and qualified in order to perceived as an expert in the category.
So is Charlotte the right ambassador for the Italian house?