Image Credit: Raph_PH, Wikimedia Commons

As we all know, the celebrity world revolves around appearance. From the tabloids of the 2000s to the social media posts of today, public figures have faced unflinching scrutiny over the way they choose to present themselves. This close attention, scary enough as it is, means that any changes in a celebrity’s appearance are bound to be widely discussed  and, therefore, likely criticised. We have witnessed a minor example in Billie Eilish, who set off a small storm with a series of hairstyle changes, but I’m interested in something more extreme: the case of the celebrity rebrand. 

So, what is a rebrand? Above all else it is a marketing strategy, as part of which a celebrity completely overhauls their image in an attempt to drive up interest and engagement. Done right, a rebrand can be incredibly impactful – which brings me to my primary example, Addison Rae. 

In the summer of 2019, Rae began to post on TikTok. She rose to fame with very conventional content, videos following dance trends and soundtracked by popular songs, and was a key figure in groups like the Hype House for some time. When she tried to branch out from social media, though, she was largely unsuccessful;  her debut single ‘Obsessed,’ released in 2021 and originally intended as the lead of her first record, was heavily criticised and the project shelved. 

The failure of Rae’s first musical venture is alien to us now, considering the booming success of her debut album Addison, released earlier this year. To understand this, then, we must seriously consider Rae’s rebrand. 

During her days as a TikToker, Rae dressed with the trends – cropped tops, high-waisted jeans, and a pristine balayage – but in recent years she has moved away from this and is now embracing a much more idiosyncratic style. Just from looking at her Instagram profile, the difference is palpable. Nowadays, Rae’s dress sense is largely theatrical, characterised by patterned tights, micro shorts and dramatic heels. The drastic change is clearly intentional, a response to former criticism surrounding her supposed lack of personal style; whatever the motivation, this rebrand has shot putted Rae to the centre of the cultural zeitgeist once again.

Addison Rae at the People’s Choice Awards, 2020

Image Credit: Todd Williamson

Addison Rae via Instagram, 2025

Image Credit: @addisonraee

It would be wrong to assert that Rae’s musical success is entirely down to her changed appearance. ‘Diet Pepsi,’ the lead single of Addison, is an undeniably catchy song and a shining example of her talent; many of the album’s other songs share these same characteristics and are also incredibly popular. However, I do think the physical rebrand has had a large impact on Rae’s popularity as a musician: in the age of cringe culture, I truly doubt her work would be taken seriously without this active detachment from her life as an influencer. 

Rae’s rebrand is absolute, and permanent. She has completely changed her presentation in order to be perceived in a new, more favourable way – but this isn’t always the case. Some rebrands are transient, cultivated only to promote a specific venture or product. On this note, I’d like to take a look at Kylie Jenner. 

Back in 2015, Jenner briefly held the Instagram handle @kingkylie and was largely known by this name for the next year or so, a period during which her appearance was defined by bright hair, thick eyebrows and over-lined lips. Since then she has changed a lot, most recently embracing what some have referred to as the ‘clean girl’ aesthetic. This autumn, though, she made a bold return to her old aesthetic. 

This return, subtly initiated by a picture of Jenner with her hair dyed blue, formed the campaign for her newest makeup collection, named King Kylie. Released in honour of Kylie Cosmetics’ tenth anniversary, the collection features limited edition lip kits, eyeshadow palettes and highlighters, many of which are packaged in decade-old pictures of the star and feature the iconic dripping-lip logo, as shown below. 

Image Credit: Kylie Cosmetics

This rebrand was more of a homage, and Jenner has now returned to her black hair and dewy makeup – the authenticity of the homage must therefore be questioned. The tendency of the Kardashian-Jenner family to constantly create and reverse trends, which has in some instances even involved cosmetic surgery, means that some were not entirely convinced by the King Kylie transformation and considered it nothing more than a cash-grab. Either way, though, the rebrand was a successful business venture, with many of the line’s products now sold out. 

Ultimately, the celebrity rebrand is a real and impactful phenomenon. Whether permanent like Rae’s or fleeting like Jenner’s, the active transformation from one appearance to another allows public figures to radically alter their reputation and, if successful, substantially boost their popularity. The permanent rebrand might be a necessary one – as I mentioned, Rae has separated herself from her former influencer persona in order to be taken seriously – while Jenner, with her already solidified fame, was able to partake in a temporary transformation as an entertaining deviation from her norm. Either way, 2025 has been a fascinating year for the celebrity and all that comes with it.