Beckham romance propels Jackie Apostel to luxury-brand endorsements
Cruz Beckham's girlfriend ascends from relative anonymity to Dior, Burberry and other luxury-brand partnerships as her social following grows and the Beckham family circle expands.
Jackie Apostel has emerged from relative obscurity to land multiple high-profile endorsement deals with Dior, Burberry, Jimmy Choo, Pandora, Sol de Janeiro and Summer Fridays, mapping a rapid ascent from a little-known Brazilian singer to a fashion- and beauty-industry influencer tied to one of the world's most famous football families. The 29-year-old, who briefly sang in the Brazilian girl group Schutz before meeting Cruz Beckham, began dating David and Victoria Beckham’s younger son a little over a year ago, and industry observers say the associations have opened doors in the luxury-brand space.
The deals involve posting branded pictures and videos to Apostel’s Instagram, where she has about 168,000 followers. Industry experts say influencer posts of this type can fetch upward of £10,000 per post, depending on reach and engagement. In the past week alone, Apostel has uploaded six branded posts, including a video for Dior Sauvage to celebrate the fragrance’s tenth anniversary. Since entering the Beckham orbit, her social presence has grown noticeably as brands seek to capitalize on the couple’s high-profile status.
The growth in Apostel’s following aligns with the couple’s public profile: her followers have almost doubled since she began dating Cruz in June 2024, and she has gained about 3,000 Instagram followers in the past 30 days. By comparison, Cruz Beckham’s own following is reported at roughly 2.1 million. The marketing momentum appears to reflect the Beckham brand’s broader appeal in fashion, beauty and lifestyle circles, with Apostel becoming more visible at industry events.
Beckham family involvement has been evident in recent months. Apostel joined the Beckhams on their £16 million yacht in the Mediterranean this summer, and a May video captured Apostel and Cruz singing David and Victoria’s favorite song, Islands in the Stream, as the family marked David Beckham’s 50th birthday at Core in West London. In another sign of the family’s influence, Apostel recorded content for Victoria Beckham Beauty last month, featuring the brand’s fragrance and body oil (priced at £170), with a soundtrack by Cruz and a caption calling Apostel “our VBB Muse.”
Victoria Beckham’s business resilience has been a subject of public note; the designer’s enterprise is said to be worth more than £100 million despite ongoing losses. Victoria has dressed Apostel in her designs, and Apostel has attended a Dior Beauty party, a Jimmy Choo dinner and various Paris Fashion Week events, including Victoria Beckham’s show.
The development comes as Cruz continues to pursue his own music career, while Apostel focuses on her burgeoning music ambitions alongside her expanding branding work. Industry watchers say the arrangement illustrates how the Beckham brand can amplify opportunities for partners who align with the family’s lifestyle and aesthetic, underscoring the ongoing influence of social media-driven endorsement deals in the luxury market.