When Dior announced that 070 Shake would be its newest brand ambassador (alongside Mia Goth, Greta Lee and Mikey Madison), it felt less like a surprising pivot and more like the natural canonisation of an artist whose style has long resisted convention. Dior praised her “instinctive creativity, authenticity and energy,” but anyone who has followed Shake’s fashion evolution knows she’s been cultivating that magnetic visual language for years.
Shake’s relationship to clothes has always been rooted in instinct rather than performance. In her 2018 Vogue interview with Rachel Hahn, she explained her earliest approach to fashion as almost anti-fashion: “We never really had to dress up for anything or look fancy, so it was always just street style… We’ve always been very free with the way we dress.” Growing up thrifting in New Jersey, she developed a palette defined not by trends but by what felt real in the moment. That’s how the now-signature “dog chain” entered her lexicon – she told Hahn, “I always have to have this on me somewhere.”
Across her career, that free-form sensibility has shape-shifted into something more intentional but just as unfiltered. By 2025, during an Interview Magazine conversation with Mekala Rajagopal, Shake described her evolving visual identity: “On stage, I like to do more of a magician vibe, very magnificent,” adding that the folk-inspired nature of her album Petrichor had bled into her aesthetic choices. She pointed to Parisian architecture as inspiration, joking, “You can tell by my outfit… I’m on my farmer’s South of France shit.”
Despite fashion houses now courting her – Loewe tapped her twice in 2024, and she's a frequent wearer of Chrome Hearts – Shake remains disarmingly uninterested in the spectacle of style for its own sake. Her wardrobe reflects refusal as much as curation. She told Highsnobiety’s Chris Erik Thomas that clothing is simply “a way to speak without saying anything,” a visual extension of her otherwise guarded interior life.
That ethos makes her Dior ambassadorship particularly compelling. She’s an artist who approaches fashion with both detachment and clarity, someone for whom silhouettes are less costume than communication. Her looks oscillate between androgynous tailoring, oversized jackets, punkish references, and the occasional theatrical flourish. It’s that duality – unbothered yet meticulous, grounded yet otherworldly – that designers love (Jonathan Anderson's clearly into it) and fans connect with.
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