Model agencies turn to social media to spot talent
Print Edition
AS catwalk stars criss-cross the globe for fashion week season, modelling agencies are increasingly using social media worldwide to scout out their new faces, to the alarm of some.
Leading agencies such as IMG, Elite and Nevs and fashion houses including Marc Jacobs have all taken to sites such as photo-sharing service Instagram to recruit models, revolutionizing the business.
Kate Moss was famously scouted while waiting for a flight in New York, while Naomi Campbell was out shopping in south London when she got a tap on the shoulder, but a move online appears to be heralding an end to such chance encounters ... and casting studios.
IMG’s campaign “We Love Your Genes,” in which aspiring catwalk stars are invited to post pictures on Instagram, has attracted over 100,000 followers and led to the agency signing up models from “around the globe.” “There’s no need to wait to get discovered at your local mall, or in an airport, in the age of Instagram,” IMG tells potential models on its website. “We’ve signed girls from around the globe — sisters, friends, friends of friends, and friends of friends of other friends — and you’re on our radar,” it said. IMG vice president David Cunningham told Fashionista magazine that social media had “absolutely changed” the model agency business, slim-lining the recruitment process and reducing the fear factor for girls nervous about meeting agents face-to-face.
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