The moment was impossible to
stage. "Teach me how to dougie"Blasted from the loudspeakers at an la clippers
game.A(Then unknown)Model named kate upton showed off her best cali swag
district dance moves while her friend captured it all on his iphone.All it took
was one tweet, and upton's star was instantly born on computer screens around
the world.
In an era where hollywood stars had supposedly stomped out the
Supermodel, a handful of girls have still risen to the ranks of
superstars.Upton, along with her contemporaries coco rocha and cara delevingne,
have become brands in a time when models are accustomed to the idea of being
seen and not heard on runways, while actresses and pop stars do the talking in
magazine cover stories and international ad campaigns.The original six
Supermodels naomi campbell, cindy crawford, linda evangelista, claudia schiffer,
stephanie seymour, and christy turlington may have created the concept of the
Supermodel, but upton, rocha and delevingne are turning
the idea of what"Supermodel"Means on its perfectly
symmetrical head.The three new age superstars are actively crafting their own
publicity campaigns and gleaning armies of digital fans with their every blog
post, candid instagram photo and witty tweet.
Kate upton's popularity is
literally quantifiable.You can see it in the millions of youtube views and
twitter followers she has accumulated since her now famous video went
viral.Through her use of guerilla marketing, the traditional media came
calling.First sports illustrated gave her the coveted swimsuit issue cover.Gq
and esquire soon followed suit.Then the unthinkable happened.Carine roitfeld and
anna wintour wanted to work with the model who had charmed the world with an
iphone and little bit of tech know how.The evidence speaks for itself:The
Unlike upton, coco rocha's story begins in high fashion.The
canadian model got her start the old fashioned way, as a teenage protge to
steven meisel.Now 24, the social media savvy rocha has amassed millions of
followers on 13 different platforms, including twitter, instagram, facebook and
tumblr.While speaking at"Decoded fashion,"A style and technology conference that
took place at
new
york fashion week this spring, rocha was asked about the key to her online
brand's success. "My content is from me.It's not some pr firm that's deciding to
sell other things,"Insisted rocha to the audience. "It's me and my voice and i
think only i know it best. "
Rocha has used her self made brand power to
branch out from starring in elite campaigns for the likes of louis vuitton and
chanel to shooting mass appeal ads for ann taylor and esprit.One of the crowning
moments in her multi level takeover?Coco posed in a campaign for diet coke(Shot
by karl lagerfeld, no less), an iconic brand famously characterized by Andy
Warhol as the most democratic product of all time, a drink beloved by everyone
from the super elite to the Everyman.Rocha most recently invaded living rooms
across america when she joined naomi campbell and karolina kurkova as a
supermodel coach on the reality show the face, which has already been picked up
for another season.
Labels and multi national corporations clearly see
the added marketing benefits of booking a model with a built in fan
base.Delevingne, who has almost 2 million followers on instagram alone, posts
photos from her work in campaigns such as burberry body tender sandwiched
between backstage pics from paris fashion week and candid shots of the model
hanging out with best friend rita ora.She might have the allure and edge of her
supermodel predecessors who partied with rock stars and ruled the runways, but
the big difference is that, through delevingne, we all have backstage
passes.
Linda, christy and naomi's supermodel era may have been defined
by its glamour, but kate, coco and cara are becoming megastars with every off
the cuff tweet and instagram photo of a bad hair day.Hollywood stars like
natalie portman, blake lively and keira knightley might still dominate when it
comes to the september issues, but given that none of these women are even on
twitter, it's not outrageous to suggest that, in the near future, the
supermodels might monopolize the newsstands once again.The fashion world might
be known for repeating itself, but whenever it makes the old new again, it
always has a fresh take that we haven't seen before.
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