It’s no secret that if you want to make it as a model, you’ve got to have a robust Instagram account. These days, instead of flipping through a model’s book, prospective clients often just scroll the girl’s recent ’grams. There are the on-set snaps from the latest Patrick Demarchelier shoot; a pic of the model inhaling a slice of pizza (how relatable!), etc. Instagram has changed the modeling game, providing an easy way—pixilated, numerical and at your fingertips—to assess a girl’s personality, look and reach.
The fall collections season saw a clique of models—a tidy quartet of Karlie Kloss, Gigi Hadid, Kendall Jenner and Cara Delevingne at the nucleus with various offshoots (Devon Windsor, Joan Smalls, et al.)—who realized the power of the cool-by-association factor. This ostensibly close-knit crew became the “It” girls of the moment by joining forces and flaunting their BFF status all over social media. Hadid alone garners only so many “likes.” Give the people Hadid plus Kloss, and it packs twice the punch.
The play—along with a Kardashian association here and there—has elevated each girl’s status, differentiating her from a faceless runway ubiquitor, only known in industry circles, to a household name. Household names that land lucrative luxury brand campaigns. Household names that land six- and seven-figure beauty contracts. Household names that can have a career after modeling (a swimwear line, an acting career, etc.).
Well played, ladies. Well played.