The world is experiencing a resurgence of the supermodel -- not since the 1980s (think Kate Moss, Naomi Campbell and Christy Turlington) have models enjoyed such widespread, international recognition, fame and the salary that comes with it. Miranda Kerr, Kate Upton and Gisele Bundchen have become household names not just through lucrative advertising campaigns, but through endorsement deals, business franchises and starring roles in big screen Hollywood productions.
And for many of this new crop of supermodel, a fervent following on social media helped propel them to superstardom.
In the selfie era, there’s perhaps no one better engineered to leverage image-based platforms like Instagram and Vine than the supermodel. Beauty, of course is a major component to their success (does anyone not like to look at photos of Adriana Lima and Alessandra Ambrosio?), but so is the lifestyle depicted through the mediums: snaps of photo shoots in Bali and Vanity Fair afterparties are social media gold.
“Blogs and social media gave independent fashion influencers a platform to shine as the traditional ways to rise in retail and fashion were often long and arduous,” said Macala Wright, the director of digital at Emmis Communications. “The smartest models ... took to digital visual mediums — photos and video — and (tapped) into the consumer needs to learn, be inspired and motivated by pictures.”
When millions of people log in to Instagram and Twitter each day to get an inside glimpse into the fashion world, personalities like Cara Delevingne and Chrissy Teigen (with over 6 million and 875,000 Instagram followers, respectively) gain recognition through images of lust-worthy designer clothes and tropical vacations juxtaposed next to goofy, even relatable pictures of themselves with friends or baking a cake. Victoria’s Secret model Doutzen Kroes posts photos of her children and husband one day, and a glam cover shoot the next.
I’m not that different from you, the posts seem to imply, all of this can be yours, too.
Full coverage: The World’s Highest-Paid Models 2014
Of course, it all pays off. According to Ivan Bart, senior vice president and managing director of IMG models, this year’s September magazine covers — the most important issue of the year for fashion publications and the most coveted month for A-list celebrities to grace the covers — will feature several models, a rarity in the United States in the past few decades.
Models, Bart said, represent an aspirational life that still seems attainable, and that in turn appeals to advertisers. Because models are also typically younger than many A-list actresses and musicians (Cara Delevigne and Kate Upton are both just 22-years-old), they appeal to the young, fashion- and beauty-conscious consumer.
VIDEO: The World’s Highest-Paid Models Of 2014
“It’s part of advertising to have somebody aspirational: ‘She looks great in that, I want to wear that, too.’ I think you get that in models, you get this irreverent young spirit you see on Instagram or Twitter,” Bart said. “That’s aspirational to people. I think this is one of the most exciting times in fashion, and I’ve been around the block.”
Vicky Yang, marketing coordinator for The Society Management, said social media has become an ideal outlet for models to share their experiences and unique personalities beyond agency-approved photo shoots and press events.
“Rather than posing as mere mannequins on a piece of paper or even in motion within a video, they now have platforms where both their personal and career journeys can be documented thoroughly - and these ‘digital scrapbooks’ are both easily-accessible and embraced by a curious public,” Yang wrote in an email. “Of course, within this public are individuals who not only consume social media content but potentially products as well, and brands are beginning to realize that this kind of direct influence has become invaluable.”
Not only do models like Karlie, Gisele and Miranda benefit professionally from increased exposure and the advertising campaigns that come with it, but they are able to control their schedules and the image they portray to the world.
The World's Highest-Paid Models of 2014: Gisele, Doutzen And Adriana Steal The Show
The public is more trusting of models like Liu Wen posting a photo of a product than they are of the brand itself, because Wen and other top models “reside on the cusp of the high fashion subculture.” They’re beautiful, business savvy and have millions of people aspiring to their exotic yet somehow attainable lifestyle, asking them what designer they’re wearing or what lipstick gives them that sultry pout.
For models, these snapshots come organically, a factor Yang says is crucial to a model’s success on the platform. Done right, social media channels “are absolutely helping this resurgence of a ‘social age’ of supermodels.”
“Kendall Jenner's 12 million Instagram followers, Liu Wen's 8 million Weibo followers, and Adriana Lima's 6 million Facebook followers are hugely representative of their international leverage, and commanding such immense clout elevates their standing in the public eye on a consistent basis - possibly far more powerful than any third party press headline,” she said.
The super model is officially back en vogue.
Follow me on Twitter: @AliciaAdamczyk
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