The fashion industry has been undergoing a lot of changes these past decades, some for the better and others...well... just for the sake of moving with the current times. A few weeks ago I came across a site called WeLoveYourGenes on Instagram, a scouting and development modelling agency that counted a following of 24K (Thousand) followers in just over 2 months. A true reflection that this strategy of taking a picture of yourself and tagging #WLYG works with its young demographics.
Modelling agencies have found a loop-hole through the current super models letting in their followers on twitter and Instagram. Where they are and what they are currently doing, and with which brands. This all access daily update plays role in disrupting the workings of the modelling industries in a phenomenal way. Not so long ago it was enough to look fantastic and turn up on set for a shoot, yet the model’s job today is a 24/7 exercise in self-branding and marketing. It's the instagram Cara who represents the every-girl and no longer the Gisele who we found mysterious and celebrated her from afar. Models – with their agencies’ help – are curating their identities with attention to every detail. The model-off-duty outfit, the Instagram feed, even the friendships they cultivate are carefully constructed for maximum effect. Frankly this must really be exhausting for those who came into the industry with the old understanding of the job.
Up and coming models are at an advantage, more especially if they already have an engaged audience to bring to the table as brands start to build Instagram into their media budgets. Agencies are finding it easier to take on those who already have their numbers on the thousands and are self-promoted on the daily, this saves them time and money as they no longer have to spend lots of money on photo shoots or portfolios, says Jeni Rose.
Though such has been said and many tag this online hunt to the importance of personality and saving, I beg to ask. How does one interact with personality on social media? If the best models are the business-minded people who think beyond the fame and adorning designer clothes, how then do agencies scout these characteristics through Twitter/Instagram. Judging a model through social media numbers may prove to signing up time consuming industry trainees. Bringing us back to the notion that "models are dumb", a case that many of our current super models have proven untrue.
Marc Jacobs on the other hand embraces uniqueness. Scouting models online is all about the unexpected and comes with the added bonus of guaranteed exclusivity. By scouting for campaign models on Instagram for two seasons, Marc By Marc Jacobs has bagged itself models that are different from the norm and unlikely to show up in any other campaigns. Which is a good concept if you ask me. Interesting characters bring about diversity. I am however keen to see what the model industry will bring to us in a few years to come. Will we love the Cara insta/twitter models who represent the 'everygirl'? Or will we turn back to adoring the hidden lives of mysterious bombshells like Gisele?
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