Zendaya’s most prominent documented brand partnerships span fashion, beauty, sportswear and beverages. The clearest examples include a co-designed TommyXZendaya collection, a global smartwater ambassador campaign and an ongoing multi-year partnership with On. There is no reliable public ranking of her deals by pay: the examples below are organized by the scale and type of work documented, not by contract value.
What brands does Zendaya endorse?
Zendaya’s official biography lists her as the face of Lancôme, Bulgari and Valentino, and records her Tommy X Zendaya collaboration. That biography establishes the associations it names, but it does not confirm which contracts remain active today. Vogue reported that her Valentino ambassadorship ran from 2020 to 2023; its June 2024 coverage also discussed her relationship with Louis Vuitton without establishing exact terms or current contract status. Zendaya’s official biography and Vogue’s June 2024 report provide those details.
Which partnerships stand out, and what did they involve?
Tommy Hilfiger: a co-designed fashion collection
Tommy Hilfiger identified Zendaya as its global women’s brand ambassador and documented the Spring 2019 TommyXZendaya collection, which she co-designed with Tommy Hilfiger. The collection launched at a Paris TOMMYNOW event and drew inspiration from 1970s style and the 1973 Battle of Versailles. It stands out as a partnership that extended beyond campaign appearances into product design. Tommy Hilfiger’s announcement describes the collection and ambassador role.
smartwater: a global ambassador campaign
The Coca-Cola Company announced Zendaya as smartwater’s global brand ambassador on June 21, 2022. The announcement described a campaign spanning television, audio, social and streaming, along with planned community work on water quality and access beginning in Oakland. It documents the launch and the work then announced; it does not establish whether the relationship is still active.
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In that announcement, Zendaya said, “I’m very excited to begin this new relationship with smartwater. We all know how important it is to stay hydrated and smartwater is my go-to source no matter what I am doing throughout the day.” The company’s then-Global Category President for Hydration, Sports, Tea & Coffee, Matrona Filippou, said, “We could not be more thrilled to have Zendaya join smartwater as the newest face of our brand.” These are promotional comments in a company announcement, not independent evaluations of the product. The Coca-Cola Company’s announcement records the campaign details and quotations.
On: a multi-year partnership with later campaign work
On announced a multi-year partnership with Zendaya on June 6, 2024. The brand said they would tell stories about movement and wellness, work on selected product collections and develop future campaigns. In August 2025, On announced “Be Every You” as a new campaign and the next chapter of the ongoing partnership. That 2025 announcement is the clearest evidence among these sources of later activity; it does not independently verify the relationship’s status in 2026. On’s 2024 announcement and its 2025 campaign announcement describe the partnership.
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What do the public impact figures show?
Vogue reported, citing Launchmetrics, that Zendaya’s appearance at Louis Vuitton’s Spring/Summer 2024 show generated almost 40 percent of the brand’s total media impact value (MIV), amounting to $14.5 million. Vogue also reported that the On campaign generated $3.5 million in MIV in its first 48 hours. These are media-impact figures, not Zendaya’s compensation, campaign sales or a way to compare the value of her contracts. Vogue’s report attributes the figures to Launchmetrics.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Can Zendaya’s endorsements be ranked by deal size?
No. The available sources document different kinds of work—ambassadorships, campaigns, a co-designed collection and an ongoing creative and product partnership—but do not disclose comparable endorsement fees or provide a comprehensive deal-value ranking. Calling one the “biggest” by pay would go beyond what the sources establish. The better-supported comparison is what each relationship involved and when the brands publicly documented it.
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