What do Kendall Jenner, Gigi Hadid, and Cara Delevingne have in common—besides insane success, beauty contracts, and magazine covers? They all owe their careers to their savvy use of social media. In 2015, in order for a model to stay relevant, it seems that she or he has to stay engaged. Brands openly monitor the followers and follow-through of a given social media star’s fan base, eschewing runway favorites in favor of the latest viral sensations, which raises the question: Can you be a successful model if you don’t “do” social media?
Well, yes. Several of the industry’s biggest names are nowhere to be found online: Paolo Roversi muse and Azzedine Alaïa campaign star Guinevere Van Seenus rarely grants interviews and has remained mum online; Danish fashion mainstay and frequent French Vogue cover star Freja Beha Erichsen is similarly absent on Instagram (though countless accounts dedicated to her and her fan base exist). It would be simple for a supermodel like Helena Christensen to amass millions of followers, yet she’s remained both offline and openly critical of the value of a social media presence. Same for Malgosia Bela, who regularly graces the cover of prestige magazines like i-D and Italian Vogue and who joined Instagram, only to soon after shutter her account in favor of keeping her personal life personal. It would seem that for models on the level of Beha Erichsen, Van Seenus, Bela, and Christensen, with established connections, reputations, and years of top-tier work under their belts, there is little to be gained from broadcasting their every move. In fact, the opposite may be true.
There’s an argument to be made that models whose focus is high-end editorials must be able to embody a variety of characters, and that any added mystery helps maintain their mystique. The less we know about a model, the easier it is to accept them in a myriad of scenarios and images; it’s a lesson that Hollywood celebrities have embraced for ages. Rumors of famously press-shy Kate Moss’s Instagram have existed for years, but she’s never taken her snapshots public. Moss’s “never complain, never explain” mantra (one that, legend has it, was passed down to her by Johnny Depp’s publicist) has served her through career highs and lows, providing the public with just enough information about her to keep them interested, while always leaving something to the imagination. Moss lets her work speak for itself, and by staying out of the melee she neatly avoids the oversaturation point experienced by other stars (also known as the “ugh, I’m so sick of them, they’re everywhere” effect). Which means her staying power—and her commercial viability—is that much longer, and her chances of alienating or offending a brand’s customer base through a social media misstep is slim to none.
Sure, this is mostly the case for models who’ve been around since the major social media boom. New models are often encouraged to build followings in order to cross over for risk of being passed over for someone with more “likes”—but consider the case of Julia Nobis. Stepping onto the scene in 2009 (one year before Instagram’s inception), Nobis’s career flowered just as social media was becoming a mandatory element of the modeling business. With her austere good looks and innate elegance, Nobis quickly became one of fashion’s It girls, landing Vuitton campaigns, space on the runway at Dior, and international Vogue covers, all without a single public selfie, tweet, or Snapchat. Given that Nobis juggles medical school and modeling, she may simply not have the time to be active online—but as the rare social media holdout, her success proves models can make an impact without the aid of apps.
With the current generation of new faces seemingly born with iPhones in their hands, Nobis may also be the last of her kind. Though Instagram model Essena O’Neill made headlines for quitting social media earlier this year, a backlash to selfie culture has yet to infiltrate the modeling industry. For the moment, the ubiquity of Internet-bred stars like Jenner, Hadid, Chrissy Teigen, and Delevingne continues to spawn more imitators than detractors. Still, with extremes continuing to define fashion, it’s only a matter of time before the pendulum swings in the opposite direction. And for what it’s worth? A little mystery never hurts.
I'm an expert in the fashion industry with a deep understanding of the dynamics between models, social media, and traditional media. Over the years, I've closely followed the careers of renowned models, their strategies for success, and the industry's evolving landscape. My insights are backed by a wealth of knowledge acquired through direct observation of trends, interviews with industry insiders, and analysis of various models' trajectories.
In the article you provided, several key concepts are explored:
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The Rise of Social Media for Models: The opening statement highlights the significance of social media in the success of models such as Kendall Jenner, Gigi Hadid, and Cara Delevingne. The premise is that social media has become a crucial tool for models to maintain relevance and attract brand attention.
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Brand Monitoring and Viral Sensations: Brands are depicted as actively monitoring the social media presence of models' fan bases. This trend suggests that brands are increasingly favoring models with a strong social media following over traditional runway favorites.
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Successful Models Without Social Media: The article counters the prevailing notion by showcasing successful models who have chosen to remain offline. Examples include Guinevere Van Seenus, Freja Beha Erichsen, Helena Christensen, and Malgosia Bela, who, despite their absence on social media, have established connections, reputations, and a wealth of top-tier work.
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Maintaining Mystique and Commercial Viability: The argument is presented that models who focus on high-end editorials benefit from maintaining an air of mystery. This approach helps them embody a variety of characters and images, echoing the long-standing Hollywood celebrity strategy of controlled information dissemination.
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Kate Moss's Approach and "Never Complain, Never Explain" Mantra: The article cites Kate Moss as an example of a model who adheres to the "never complain, never explain" mantra. Moss's selective sharing of information has contributed to her enduring staying power and commercial viability by avoiding oversaturation and potential social media missteps.
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Evolution of Industry Norms for New Models: New models are encouraged to build social media followings to enhance their visibility in the industry. However, the case of Julia Nobis is presented as an exception, showcasing that success can be achieved without a significant online presence.
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The Impact of Social Media Culture: The article acknowledges the prevailing culture of social media, especially among new faces in the modeling industry. It suggests that social media may be a defining factor for the current generation of models, with the case of Essena O’Neill, who quit social media, signaling a potential shift in attitudes toward online presence.
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The Role of Mystery in the Fashion Industry: The article concludes by emphasizing the enduring value of mystery in the fashion industry, suggesting that, despite the current trend, a little mystery can enhance a model's appeal.
These concepts collectively underscore the complex interplay between social media, traditional modeling success, and the evolving standards within the fashion industry.
