Brands still relying on 'citizen models' in 2010
Tuesday 05 January 2010
German fashion label Hugo Boss has launched an online open call for aspiring models to star in its upcoming fashion show amid a growing trend of designers recruting the public to embody their brands.
Boss is looking for a male as well as a female model to walk the runway during Berlin Fashion Week, January 21.
The brand is exclusively using its Facebook profile for the search and is even calling on the site's community to vote for their favorites. The two winners of this public voting will be invited to the final casting together with eight more candidates chosen by Hugo Boss.
Adding to this 'democratization' of Hugo Boss is the announcement of a live stream of the fashion show on Facebook, pioneered by other international brands including Louis Vuitton.
The open call comes as part of a trend that saw labels such as Sean John, Calvin Klein (9 Countries 9 Men), or Baby Gap call for 'citizen models' to appear in their fashion ads in 2009. French brand Comptoir des Cotonniers employs 'real' mothers and daughters for its ads and fashion shows, and the equally French hipster label The Kooples has been recruiting the regulars of the Parisian nightlife to star in its magazine-inspired catalogues.
One of the undisputedly most spectacular examples, however, was lingerie label Victoria's Secret's fashion show at the beginning of this month that for the first time featured the winner of a public contest, who had been coached for weeks in a 'model boot camp.'
Whether this phenomenon is due to financial constraints or the increasingly 'open' approach in the fashion industry remains unclear, but the fact is that most labels are increasingly relying on social media and active participation of all kinds to boost their sales.
Life & Style blogs
What marriage would look like if we actually followed the Bible
Overly-controlling parents cause their children lifelong psychological damage, says study
What do the emojis on Snapchat mean?
Star Wars BB-8 droid toy is real, should be impossible
Orthorexia nervosa: How becoming obsessed with healthy eating can lead to malnutrition
- 1 President Obama leaves touching comment on Humans of New York photo from Iran
- 2 If these extraordinarily powerful images of a dead Syrian child washed up on a beach don't change Europe's attitude to refugees, what will?
- 3 The Chinese city where men have 'three girlfriends because there are so many women'
- 4 'Heartbreaking' Syria orphan photo wasn't taken in Syria and not of orphan
- 5 German police forced to ask public to stop bringing donations for refugees arriving by train
£37040 - £43600 per annum: Recruitment Genius: The UK's export credit agency a...
£25000 - £27500 per annum: Recruitment Genius: This company provides a compreh...
£16800 - £19500 per annum: Recruitment Genius: Would you like to join an organ...
£25000 - £28000 per annum: Recruitment Genius: In the last five years this com...