Fashion: That's enough perfection, thanks: The invasion of the supermodels continues in TV commercials and high-street campaigns. We are due for a break, pleads Tamsin Blanchard

YOU CAN'T open a fashion magazine these days without seeing pages chock-a-block with the supermodels: Linda Evangelista, Christy Turlington and their friends. Cindy Crawford comes to London to sign photos, Naomi Campbell appears in Madonna's Sex book, and all of them turn up in one or other of George Michael's videos.

If you think that's rather too much of a good thing, then be warned: the supermodel invasion of popular culture is only just beginning. Cindy is appearing in a Pepsi commercial, while Linda has just finished shooting one for Coca-Cola. And now the supermodels are moving down-market, doing fashion campaigns for any high-street store prepared to stump up the money.

Next has used Yasmin le Bon and Marks & Spencer has used Linda. C & A has used Claudia Mason and Kooka has used Cindy and Linda. The supermodels have well and truly arrived in the high street.

'Supermodels add glamour to the brand name,' says Nigel Deering, the publisher of a new magazine called Supermodel that faithfully records their every move. 'These women have everything the average 17- or 18- year-old wants - success, exciting lives, film-star boyfriends, independence, money. They are role models.'

Next spring Falmer, the British jeans company, will be using Naomi for a press and poster campaign in which she will appear with a huge Afro hairdo, wearing hot pants, jeans and jean jackets.

'Naomi was right in our 16- to 25-year-old target market,' says Liz Lawley, press officer for Falmer. 'We thought about using a celebrity and then naturally progressed to thinking of the supermodels. Naomi sums up Falmer. She is not American-looking like Cindy Crawford. She has a tougher, British street-look.'

Hennes, the Swedish fashion company, was one of the first to use supermodels on its posters, employing the services of Gail Elliott in 1989. Since then there has been a succession of Hennes supergirls: Linda in August last year; Cindy in December; and this year, Karen Mulder in May, Helena Christiansen in November and Naomi this month.

'I suppose the only one left to use now is Kate Moss,' says Liz Sheppard, Hennes' public relations officer. 'One of the reasons we use supermodels is that we need girls with good bodies to show our lingerie,' says Ms Sheppard.

Well, there are good bodies and there are super bodies. Are the latter really necessary? There is a danger that these women have been used so much that we will become indifferent to their perfect torsos and no longer stop to stare.

Supermodels do not come cheap. Kooka paid Linda and Cindy dollars 120,000 ( pounds 77,000) each for their advertising campaigns last October. Linda Evangelista is reported to have said: 'I won't get out of bed for less than dollars 10,000.'

For Marks & Spencer's press campaign, Linda was paid pounds 20,000 for a two-day shoot. It got her out of bed, at least.

(Photograph omitted)

Life and Style
ebookNow available in paperback
ebookA delicious collection of 50 meaty main courses
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Recruitment Genius: 3rd Line Virtualisation, Windows & Server Engineer

    £40000 - £47000 per annum: Recruitment Genius: A 3rd Line Virtualisation / Sto...

    Recruitment Genius: Refrigeration and Air Conditioning Service Engineer

    £26000 - £35000 per annum: Recruitment Genius: A successful national service f...

    Recruitment Genius: Business Development Executive / Sales - OTE £25,000

    £15000 - £25000 per annum: Recruitment Genius: This is an opportunity to join ...

    Recruitment Genius: Sales Administrator - Fixed Term Contract

    £17500 - £20000 per annum: Recruitment Genius: We currently require an experie...

    Day In a Page

    Syria civil war: Meet the military commander who says his soldiers will not rest until every inch of their war torn country is free of Islamist 'terrorists'

    ‘We won’t stop until Syria is back to normal’

    Near the front lines with Islamist-controlled towns where Assad’s troops were besieged just last month, Robert Fisk meets a commander confidently preparing his soldiers for battle
    The inside story of how Bill Clinton built a $2bn global foundation may undermine Hillary's chances

    The inside story of how Bill Clinton built a $2bn global foundation...

    ... and how it may undermine Hillary's chances in 2016
    12 best olive oils

    Extra-virgin, cold-press, early-harvest, ultra-premium: 12 best olive oils

    Choosing an olive oil is a surprising minefield. Save yourself the hassle with our handy guide
    Sepp Blatter resignation: The beginning of Fifa's long road to reform?

    Does Blatter's departure mean Fifa will automatically clean up its act?

    Don't bet on it, says Tom Peck
    Charles Kennedy: The baby of the House who grew into a Lib Dem giant

    The baby of the House who grew into a Lib Dem giant

    Charles Kennedy was consistently a man of the centre-left, dedicated to social justice, but was also a champion of liberty and an opponent of the nanny-state, says Baroness Williams
    Syria civil war: The harrowing testament of a five-year-old victim of this endless conflict

    The harrowing testament of a five-year-old victim of Syria's endless civil war

    Sahar Qanbar lost her mother and brother as civilians and government soldiers fought side by side after being surrounded by brutal Islamist fighters. Robert Fisk visited her
    The future of songwriting: How streaming is changing everything we know about making music

    The future of songwriting

    How streaming is changing everything we know about making music
    William Shemin and Henry Johnson: Jewish and black soldiers receive World War I Medal of Honor amid claims of discrimination

    Recognition at long last

    Jewish and black soldiers who fought in WWI finally receive medals after claims of discrimination
    Beating obesity: The new pacemaker which helps over-eaters

    Beating obesity

    The new pacemaker which helps over-eaters
    9 best women's festival waterproofs

    Ready for rain: 9 best women's festival waterproofs

    These are the macs to keep your denim dry and your hair frizz-free(ish)
    Cycling World Hour Record: Nervous Sir Bradley Wiggins ready for pain as he prepares to go distance

    Wiggins worried

    Nervous Sir Bradley ready for pain as he prepares to attempt cycling's World Hour Record
    Liverpool close in on Milner signing

    Liverpool close in on Milner signing

    Reds baulk at Christian Benteke £32.5m release clause
    On your feet! Spending at least two hours a day standing reduces the risk of heart attacks, cancer and diabetes, according to new research

    On your feet!

    Spending half the day standing 'reduces risk of heart attacks and cancer'
    With scores of surgeries closing, what hope is there for the David Cameron's promise of 5,000 more GPs and a 24/7 NHS?

    The big NHS question

    Why are there so few new GPs when so many want to study medicine?
    Big knickers are back: Thongs ain't what they used to be

    Thongs ain't what they used to be

    Big knickers are back