Celebrities play a significant role in making or breaking a brand. Therefore designers and companies worldwide are willing to spend a lot of money in order to have a celebrity associated with their brand. These past few years the number of successful brand promotion without celebrities is constantly decreasing. Celebrities have the ability to make a brand sell whether they are wearing it, advertising it, or if it is their own brand. They have the power to reposition an existing brand, or bring global awareness to a brand. Companies use this to their advantage by licensing a celebrity on their product, or gifting their product to a celebrity in the hopes of it showing up in the tabloids. Companies pay for space in the magazines or on television to show a celebrities association with a brand. In a way they are transferring the value of the celebrity to the product, and making it more desirable. Celebrity branding has become a niche in the fashion industry. Having a celebrity as the face of your company can cause your sales to skyrocket. It is wise for designers to associate themselves with Hollywoodâ€™s elite in any way possible. With the increase in sales for companies branding with famous faces, it would be foolish not to. Celebrities have a given ability to make anything more desirable and companies should use them to their advantage.