Jackie Apostel lands luxury-brand endorsements as Cruz Beckham’s girlfriend gains the spotlight
The Brazilian singer pivots from relative obscurity to Dior, Burberry and more as she climbs into the Beckham orbit
Jackie Apostel, a 29-year-old Brazilian-born singer who began dating Cruz Beckham a little over a year ago, has moved from relative obscurity to the glittering end of fashion and brand endorsements. In recent weeks she has secured deals with Dior, Burberry and Jimmy Choo, along with Pandora and beauty labels Sol de Janeiro and Summer Fridays. The arrangements involve posting branded content to her social media audience and serving as an ambassador for the brands.
Apostel’s social media footprint has grown quickly since she entered the Beckhams’ orbit in June 2024. Her Instagram following sits at about 168,000, a figure that has nearly doubled over the past year. Marketing observers say the deals can be worth thousands of pounds per post; she posted six branded posts in the last week alone, including a video for Dior Sauvage to celebrate the fragrance’s tenth anniversary.
Her new visibility extends into the Beckhams’ world. This summer she joined David and Victoria Beckham aboard their £16 million yacht for a Mediterranean cruise, and in May a video showed Jackie and Cruz singing Islands In The Stream as the family celebrated David Beckham’s 50th birthday at the West London restaurant Core. She also spent time recording content for Victoria Beckham Beauty, a campaign that featured the brand’s fragrance and body oil—priced at £170 each—with a soundtrack by Cruz and a caption calling Jackie ‘our VBB Muse.’ Victoria Beckham’s fashion business, valued by insiders at more than £100 million, has dressed Jackie at public appearances and on social media.
Her calendar in recent weeks has been packed with fashion events, including a Dior Beauty party, a Jimmy Choo dinner and Paris Fashion Week appearances that culminated with Victoria Beckham’s show. The ongoing relationship with the Beckhams underscores how celebrity branding can extend beyond frontline fame into long-term partnerships with luxury labels. While Jackie continues to work on her music, experts say the current brand deals provide a steady revenue stream while she expands her public profile within the Beckham circle.
Meanwhile, Apostel continues to work on her music, though no major solo release has been announced. Industry observers say the endorsements could be the most immediate driver of her rising profile for now.