Soft Power, Strong Voices: The Cultural & Sustainability Shift of Davos 2026
The World Economic Forum has long ceased to be a space reserved solely for politicians and CEOs. In 2026, Davos firmly embraced a new role – that of a cultural platform where fashion, public presence, and social responsibility intertwine as organically as diplomacy and economics. Celebrities now arrive not “for the photo,” but with a clear message. And that is precisely what is reshaping the tone of the global conversation.
Katy Perry and Justin Trudeau: Soft Power as the New Glamour
Justin Trudeau, Former Prime Minister of Canada
The appearance of Katy Perry alongside Justin Trudeau became one of Davos’s most talked-about moments. Perry, dressed in a restrained yet conceptual look, demonstrated how pop culture can exist within a political context without excess or spectacle. In his speech, Trudeau focused on soft power – the gentle strength of dialogue, culture, and trust in a world weary of confrontation. Perry served as the visual and symbolic continuation of this idea: influence today is not about volume, but about persuasion. Their pairing highlighted one of 2026’s defining trends: public figures no longer separate image from position.
David Beckham: Responsibility as the New Luxury
David Beckham
Beckham arrived in Davos not merely as a style icon (though that remains undeniable), but as a mediator between mass culture and social ethics. During a podcast recording, he spoke about the impact of social media on young people, imitation culture, and the responsibility carried by opinion leaders. His message was direct: being a role model is a job, not a privilege. In a fashion context, this felt especially compelling – clean silhouettes, an absence of overt branding, and complete focus on substance. The new luxury is awareness.
Carey Mulligan: Silence That Speaks Louder
Volodymyr Zelenskyy, Ukrainian President
Carey Mulligan became one of the forum’s most profound presences. On FT Live / Davos Daily Show, alongside representatives of War Child, she addressed the mental health of children affected by war.
Without grand gestures and dressed in minimalist looks, Mulligan delivered a central message: investing in mental health is an investment in global stability. Her presence was a reminder that real influence does not always require loud statements — sometimes honesty and quiet are enough.
Different in form yet united in meaning, these appearances converged around a single idea: dialogue over display, position over posing.
Matt Damon and ‘Get Blue’ initiative
Actor Matt Damon was in Davos to recruit more corporate partners for his water access nonprofit organization Water.org, pronouncing on stage at Axios House, "We're trying to raise an army." His new initiative, Get Blue is successfully partnered with corporations to help scale up their work. The initial partners are Gap, Amazon, Starbucks and Ecolab. Damon decided about twenty years ago to devote all his time and energy to increasing access to clean water after learning about the scale of the challenge and how it compounded so many other issues. That led to co-founding Water.org. The actor took the stage at Axios House alongside Gary White, his co-founder and the organization's CEO.
Actor Matt Damon
Beckham and UNICEF humanitarian projects
Just hours after his son Brooklyn's shocking social media statement, Sir David Beckham made his first public appearance in Davos. Beckham was at the global summit in his role as a UNICEF Goodwill Ambassador, using his platform to advocate for children’s rights and humanitarian causes as world leaders and changemakers gather to discuss key global issues. His appearance comes amid recent public attention surrounding his family. A conversation with UNICEF Ambassador, philanthropist, football legend and 2025 Crystal Award recipient Beckham on his efforts over 2 decades advocating for children's rights, education and well-being, making a profound impact on vulnerable communities worldwide.
Davos 2026 made it clear that fashion, celebrity culture, and global discourse no longer exist in isolation. Today, style is a language, and presence is a statement. This is the new aesthetic of influence. Fashion is no longer just about what we wear. It’s about what we stand for.
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