Interview in Stylebook about the new Asos campaign with Jordyn Woods, Joshua Williams and Thi Thuy
Plus Size, Tattoos, Influencers – when it comes to castings and jobs, model agency bookers and clients love the famous “Never seen before”. Do you still have to strictly adhere to the norm, the classic beauty ideal today? In an interview for a major news agency, we’ve compiled some interesting excerpts and insights for you! The interview will soon appear in a short form in various magazines and was created in collaboration with our Social Media Agency.
- Unsree Influencer
Here you can find the interview on Stylebook – The Secret to Success of the New Generation of Models.
Models for Campaigns: Size Zero vs. Influencers, Plus Size and Tattoos
Who wants to become a model today no longer has to necessarily conform to the norm of classical beauty. How did this change come about?
Exceptional people attract attention! Especially when everyone around them looks subjectively the same. Brands become more individual and multifaceted through models who are outside the norm. Influencers are also getting involved in this change. Young people who often don’t fit the typical ideal measurements, but are super interesting for campaigns and brands through millions of fans on Instagram and Snapchat – because people love them!
A few decades ago, it was almost exclusively about the model’s appearance. Today, it is also possible to have a lot of success as a model without the classical beauty ideal, thanks to social media. Thus, many young people today are creating professional modeling careers as Curvy Models, Tattoo Models, or Models abroad – careers that would have been denied to them a few decades ago without blogs and social media.
In the new Asos campaign, it’s Thi Thuy, Jordyn Woods, and Joshua Williams! Three absolutely extraordinary models. Thi Thuy loves changing her hair color and walks for real top brands as an Asian model. Jordyn Woods is a successful curvy model in the USA and is under contract with Wilhelmina New York. That shows: Even the big names in the industry are relying on plus size and new facets in models. Joshua Williams is a tattoo model from London and has really dozens of interesting tattoos. Among others, a small Batman bat under the right eye. A very interesting type, especially for young brands!
For the classic young models, it’s also important to build up a large fan base on social networks. Whoever doesn’t think about it or refuses social media and only focuses on the runway and photo shoots will likely fall behind in the competition among models in the long run.
Instagram, Snapchat – Social media is more important than ever for a modeling career.
What role do social media (blogs, Instagram, etc.) or digitalization play in this?
Self-promotion in blogs and social networks plays a crucial role for models. For customers, this is obviously an incredible added value! Theoretically, you not only book a beautiful face for your own advertising campaign, but also directly get an entire fan base with it.
The self-activity in social networks as well as Instagram and Snapchat are, if you will, alongside model management, the engine or drive for one’s own career. People have always loved accompanying other people in their lives. We know this principle from actors and celebrities as well. Viewers want to experience the highs and lows. They also enjoy new products that their idol wears or uses. Self-promotion in blogs and social networks plays a crucial role for models.
Many large and international agencies are making the transition from pure model agencies to plus size and influencers in line with the times. On the homepage of some model agencies, you no longer see only the current model board, but also the strongest models on Instagram, directly at a glance. One model has four million followers, the next three million. For customers, this is obviously an incredible added value! Theoretically, you not only book a beautiful face for your own advertising campaign, but also directly get an entire fan base with it. With fans who really exist and actually accompany every step of their idol.
Therefore: Yes, digitalization and social media are also indispensable for a model’s career today.
The classical beauty ideal of the model
Have you ever gotten tired of classical beauty as a model agent?
Every person is individual. We don’t just look at the overall picture, but as model agents we take a closer look. Even perfect people have small flaws that make them special. For us, small details make people just as special as extremes. One of the most successful models, Cara Delevingne, is a classic beauty. Her uniqueness is her beautiful, full eyebrows. How could you ever get tired of looking at her?
Beauty is also always a very subjective impression. Therefore, we gladly say in our model agency: interesting. Of course, many beautiful people apply to us. But that’s not all! As a model, it’s about discipline, motivation, and independence. In addition come the physical characteristics. For many fashion designers, size plays a decisive role and the correct sizing. Properties like full hair or clear skin also come into play. Ultimately, as a model agency, we don’t necessarily always look for the most beautiful person; it’s also very much about trust and confidence.
As you correctly recognized above, the market has become much more diverse. However, the classical beauty ideal still remains.
Plus-size models are also becoming increasingly in demand in the scene. What role does Size Zero still play?
Plus-size models, admittedly, at least in the media, are playing an increasingly larger role. Naturally, there are always a few actions by big German magazines or completely new TV formats in which a jury searches for curvy models. Nevertheless, no one will say goodbye to Size Zero!
It’s also not just about the figure, my theory is that people like the lifestyle. When we see models, we see people who lead a quite healthy lifestyle, who see a lot of the world and take the time to take care of their bodies. They have time to sleep enough, travel a lot and do sports. What we as people want is not necessarily always the beauty ideal, but rather the lifestyle that models or the performers embody in that moment: joy, freedom, style awareness.
Therefore, plus-size models are also perfect brand ambassadors from the customer’s perspective. They are happy people who are satisfied and lead a good and fulfilling life, with all the culinary delicacies. That’s actually a wonderful lifestyle, which many people in German living rooms dream of. Therefore, extraordinary people, extraordinary stories, and also plus-size models are working more and more.
However, always as a complement to the classical beauty ideal.
The market wants what the market wants: Stories
Put your hand on your heart: How much difference is actually allowed?
In fashion and advertising, anything is allowed! Let’s move away from the classic advertising market and head towards the Haute-Couture model agencies in New York, Milan, and Paris. Especially in fashion metropolises, it’s less about the classically beautiful people you mentioned. Here, agencies and clients really appreciate very distinctive types! It’s perfectly okay to be sharp and angular. The fashion world is especially open to new characters!
As we said at the beginning of the interview, influencers are playing an increasingly important role. A clear example of the path from blogger to model is Riccardo Simonetti. I met him 1 Day in a Model Agency backstage when he was moderating for Red! He lives in Berlin, has super long hair, and often wears a golden crown. He managed to transition from an extroverted blogger to a model for magazines and photo shoots. Even more so: He is also booked for TV events and accompanies them backstage on his social media channels. He is the ideal role model for the new generation of models who don’t just sell a lifestyle, but also tell their own story. Distinctive types who may not necessarily fit the ideal image, but are so interesting that people like them, enjoy seeing them, and follow them every day.
More about Riccardo? Read more on FIV, the Interview with Riccardo Simonetti
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