The creative team decided that each member of the Care Coalition would represent different types of caring.
“France’s overall presence and personality is warm, caring and magnetic, so he was the perfect face of the group. We also have Nick, whose entire TikTok personality is rooted in being everyone’s dad. Then you can’t forget Grandma and Dog, who are more archetypes of care, both unconditional and pure. And lastly, Funshine Bear from the Care Bears, who is the literal embodiment of care from most of our childhoods,” said Eastman.
Aside from working with his favorite Care Bear, France also loved that the airline wanted to show how much it did actually care.
“Alaska Airlines came to me maybe two-and-a-half years ago and asked if I would help chair something called their Care Coalition. And even the very idea of what they wanted to achieve made complete sense with who I am and what I do publicly, so it’s been amazing,” France said.
Staying true to his brand
Alaska Airlines is just one company France has partnered with, and it’s true to his brand and who he is. At 19 years old, France did a brief stint as a flight attendant on Britannia Airways, so he appreciates how difficult the job is and how important it is for airlines to have good customer service. Many do not, said the frequent flyer, who often dons a disguise so as not to be recognized.
“When I do fly Alaska, I do see that they are trying their very best to put that into practice even if there’s a flight change or a cancellation,” he added.
France, like many good celebrity endorsers, is particular about who he partners with, and often it aligns with what he is doing in the moment. Current brand partners are 1stDibs home accessories, Lulu and Georgia rugs, and Williams Sonoma, since he’s building his dream home; Nestig cribs and nursery goods, since he and husband Rob just welcomed their second child, Isaac; and Express, where he is lead stylist, which goes with his job on Queer Eye.
“Often, we will reach out to the company and say, ‘Hey, we’ve got this project going on. This feels like an organic fit. Do you have any interest in partnering with us?’ My whole brand is accessibility—what do I think that you can enjoy that you can relatively easily get your hands on?” said France.
