Many believe that success comes from hard work, natural talent, beauty, and luck. Sometimes the stars align for you overnight and suddenly you are an overnight success. But then we also know that there is no overnight success (unless you were born into wealth). It takes a lot of work to make this happen.
Take Emma Raducanu for example.
The British tennis player was virtually unknown in most countries of the world until she had such a great run at the US Open, that she upset the seeds to win the competition. And with it came new attention. An invitation to the Met Gala, film previews on the red carpet and an immediate luxury influencer status.
I first came across Raducanu while reading the October issue of British Vogue. The play was written after she made history as the first British woman in 42 years to qualify for the fourth round at Wimbledon. They went out of their way to dress her in Alexander McQueen, Gucci, Louis Vuitton and Valentino. The stylists and photographers all worked together to spotlight Emma Raducanu, the future tennis superstar.
Edward Enninful, editor of the magazine, is probably the tennis star’s fairy godfather. It wasn’t until after appearing in the glossy magazine that things started to fall into place for Raducanu. She won the US Open and a few days later she was at the Met Gala in Chanel.
She wore a monochrome printed crop top, a midi skirt and a beaded belt, baring her stomach. She added the finishing touches – matching earrings and pointy patent boots. Not bad for the 18-year-old tennis star, who had just made history as the first qualifier to win a Grand Slam tournament.
It was her Cinderella moment, the one she was greeted with open arms and kissed by the luxury fashion industry. And then during London Fashion Week, she was announced as Tiffany & Co Ambassador and soon after, she added French luxury house Christian Dior to her list.
On October 19, Raducanu was announced as Dior’s Global Ambassador, which came as a surprise as she wore Chanel for her first high profile red carpet event. However, when you look at the direction in which Dior is heading, it does make sense. We saw the fruits of the collaboration when Raducanu carried the brand to the premiere of No time to die, the latest James Bond film.
The Dior contract, which sees her taking on the role of international fashion and beauty ambassador for the French design house, is a confirmation of what many predicted would happen when it began to attract the ‘Warning.
Already an icon of Generation Z, she has a young fan base who are a key audience for luxury brands seeking younger consumers. Its alignment with Dior and Tiffany’s will keep luxury brands at the top of the list for Gen Z and likely introduce a new audience to the brands as well. And it’s an audience that will follow her at every step.
She had just under 1,000 followers before her Wimbledon debut and now has over 2.1 million. Which means his brand is worth millions. Adding her model look, youthfulness, and market value, luxury houses will continue to go out of their way to sign her.
“Raducanu has already shaken up the codes with her unique style of play, her multicultural personality, her authenticity and her extraordinary career”, indicates the press release from Dior announcing her as their ambassador.
Jing Daily reports that her dual ancestry – her mother is Chinese, while her father is Romanian, although she was born in Canada – means her “price will be almost incalculable if she chooses to enter the vast and profitable Chinese market. . Today, given her runaway success, she may well be the most trusted savior of luxury, in China and beyond.
Raducanu, the luxury Chinese publication reports: âHas attracted millions of fans in China with its Chinese heritage and Mandarin skills; she even earned the nickname “Dong Bei (Northeast Chinese) Girl” and gained 600 million views on a video she posted in Chinese. “
It is the global influence that her new agent Max Eisenbud, who has worked successfully with Maria Sharapova and Naomi Osaka and made them the highest paid women in sport, will use to ensure that she stays and becomes a bankable star. His fluency in Mandarin will be a plus, Asia being a key growth market for luxury brands.
Eisenbud is considered one of the most powerful men in tennis as vice president of sports management group IMG and is the originator of Osaka’s contract with Louis Vuitton.
Speaking to Vogue about her success on and off the pitch, she said: âI was a very shy little girl who didn’t speak much at all. And playing sports, being daring on the pitch, fearlessly and fighting, it gave me inner strength. If you have that, âshe smiles,â then you can really achieve anything you want. “
With the world literally at his feet and his tennis ranking allowing him to play more tournaments, the stars began to line up to ensure Raducanu becomes the brightest in the world of sports. Not bad for someone who was unknown at the start of the year.
This article first appeared on Saturday Insider, October 30, 2021