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Just A Walking Number

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Image: The Instagirls by Mario Testino for Vogue

By Pavlina Hatzopoulos

We are now living in a world where we put numbers, statistics and social media followings on our CVs. It’s no longer a name, but a number that defines us. As you read this on your smartphone, or maybe your laptop, just think, when did our presence on social media and in the digital world become more important than our real lives? We are so consumed with scrolling through the seemingly beautiful but essentially made up scenarios on Instagram or Tumblr, that our online images, whether the same as our real personas or not, are quickly becoming more important than who we actually are and what we can bring to the world. So, it’s not surprising that in the modeling industry, who you are on your social media accounts and how many followers you can reach, is quickly becoming the one box you need to check to achieve success. 

Clients are now turning to girls who have this wide social media reach, to front their campaigns and walk in coveted spots in their runway shows. Reason being; it is very likely these models will post a backstage or runway snap on Instagram, where a further million people will see the clothes, which is a huge increase in awareness for a brand. This is perhaps the reason why the second youngest member of the Kardashian clan has found recent success as a high fashion model. Every appearance Kendall makes at a runway show, every cover she poses for, garners not only mass media attention but also the awareness of her 14 million Instagram followers. 

The boom of social media has a direct effect on every model, the minute she steps into a casting. A large proportion of models now use apps on Ipads to display their books to clients. Not only do these apps display your portfolio, they now integrate a section to show how many followers you have on several social media platforms, such as Twitter and Instagram. A client can now decide, on the spot, that he or she will use a model based solely on her social media following, and not necessarily on the quality of her portfolio. Some big name models, who previously kept their profiles private, were forced by their agencies to go public, as they were losing out on jobs to lesser famous girls with larger numbers of followers. 

(Image from Snaptch the app Instagram of a model portfolio @snaptchapp)

Models, like everybody else, can use social media accounts to create a certain and often carefully crafted persona, which in turn can appeal to different clients. If you take a look at models’ Instagram accounts you can see some categories emerging. You have the fitness and wellbeing girls, who make it really known that they love yoga on the beach; 

 

(Image from Gisele Bundchen’s Instagram @giseleofficial)

Then you have the ultimate big city cool girl, with impeccable street style and famous musician friends;

(Image from Cara Delevingne’s Instagram @caradelevingne) 

Or you have the bombshell swimsuit models….

(Image from model Gigi Hadid’s Instagram @gigihadid)

You get the idea. Models use social media to constantly promote their niche, and the girls who know how to strategically market themselves, are the girls nabbing the jobs. 

The importance placed on social media is even further highlighted by the biggest online community for modeling; Models.com. The website’s Model Rankings are famous for carving out the crop of models deemed noteworthy to be considered supermodels, and for discovering the hottest new faces from all over the world. However, in recent times the website has incorporated a new ranking list, named ‘Social,’ which tallies the models with the widest social media reach. As expected, at number one we can see Kendall Jenner, who actually comes in before supermodels Tyra Banks, Miranda Kerr and Gisele Bundchen.

One of the most influential magazines on the planet, American Vogue, dedicated its prestigious September issue cover to ‘The Instagirls’: Joan Smalls, Cara Delevingne and Karlie Kloss. Joan has over half a million Instagram followers, Karlie; 1.3 million and Cara; a whopping 7.6 million. Even Candice Swanepoel admitted, in an interview with W Magazine, it is embedded in her Victoria’s Secret contract that she post a certain amount of Tweets and Instagram photos to her millions of followers. 

 

(Image from Joan Small’s Instagram @joansmalls)

So, from here, what is the future of modeling? Will the supermodels of the next generation be girls with a true talent for morphing into characters in front of the camera, or having a killer walk on the runway, or will they simply be brilliant selfie takers? It seems like the industry is favouring girls not based on how well they model, but based on the amount of people they can reach. Maybe talent doesn’t cut it anymore, but a follow sure will.

Instagram: pavlina__h (how ironic)

Confessions Part 2 – Scouted At An Art Gallery

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By Agata Descroix – @agatacruz
An exerpt from her book – Confessions of An Autistic And Sexually Confused International Model

I never thought I would ever be a full time model one day. I fell into modeling like a fly in the soup.
I had done some nice professional pictures once, like a lot of girls I guess and I also got fooled in China from some Australian people who wanted me to be a part of their model-talent agency. They made me pay for a book and all I did with the pictures was keeping them in the beautiful red portfolio as a souvenir.
Time went by and I forgot everything about modeling. Anyway it was way to late!

Freshly arrived in Mexico, after my six months stay in Bali, I had no idea of what I could do to increase my terrible banking situation; as poor as Cinderella before the whole Prince Charming thing, mumbling an approximated Spanish I had learned all by myself in a second-hand book I had bought because it was the cheapest, I was giving my resume to all the art galleries I could find, begging for a job I had no experience in. I wanted to be an art curator or assistant but I had no idea of what it took to realize it. I wanted to do this because I liked art and I wanted the prestige of it. I didn’t want to be a language teacher anymore because I was working too hard and barely surviving of it. I didn’t want to work in private aviation anymore because I was afraid to find the same negative persons I had to work with in Switzerland.

The rest of the jobs I had done were uninteresting or lame. I had no idea of Mexican culture. Curators and assistants were always saying:

“I will definitely call you back, let’s do something together!”

I was waiting… Nobody ever called. I waited days, weeks and a month; I eventually found out that things take ages here and at this moment, I casually found a French guy who promised to help me. He actually had no choice; I forced him, so he just said yes and did nothing, like all the people before. I am a little stubborn when I want something, especially when it’s about intellectual success! Two weeks later, I came back to check the art job situation with him. He was pretty busy; shooting for his new vintage art catalogue and he ignored me scornfully. I caught him immediately after his pictures and he answered my request in a cocky way.

“Agata, you cannot just go to people and ask them things. It’s annoying!”
He was quite right though I was expecting a little bit more compassion for being part of the same continent and culture… I remained sitting on the marble stairs and his photographer came to me. He spoke French, so we could have an actual conversation together:

“So… What do you do around here?”
“I am uh… Begging for a job in art… I guess…”
“Have you ever thought about modeling?”
“Modeling?? Like… A fashion model?”
“Yes!”
“I am 28. It’s quite late to be a model.”
“It doesn’t matter here. I think you look like the kind of girls they want; fair skin, dark hair, blue eyes. You are tall and skinny. You should give it a try!”

I came from the most intense spiritual development, in Bali… I had spent six months in the jungle, living in a house with no walls, doing humanitarian, working on myself with all kind of techniques and connecting with the spirits of Mother Earth… Modeling was the last job idea I had in mind.

“Well, I can’t. I am old! My hair is terrible. I have food-change pimples and I have not seen myself in a bikini since middle age!”
“Oh, it doesn’t matter trust me! Let me take some pictures and I will send them to the best agency I know.”

After taking some quick snapshots, he took my phone number, email address and said goodbye. The day after, opening my mailbox, I discover a model agency short message:

“Hello Agata, we received snapshots from our photographer friend and we want to see you in person.
Come to the Helios* Agency on Thursday.”

I had no art job. I spoke no Spanish. This was the only ajar door I saw in the dark.

Confessions Of An Autistic & Sexually Confused International Model – Part 1
Confessions Of An Autistic & Sexually Confused International Model – Part 3
Confessions Of An Autistic & Sexually Confused International Model – Part 4
Confessions Of An Autistic & Sexually Confused International Model – Part 5
Confessions Of An Autistic & Sexually Confused International Model – Part 6
Confessions Of An Autistic & Sexually Confused International Model – Part 7
Confessions Of An Autistic & Sexually Confused International Model – Part 8
Confessions Of An Autistic & Sexually Confused International Model – Part 9
Confessions Of An Autistic & Sexually Confused International Model – Part 10

The Real Test, Is This Designer Bag Fake?

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By Margretta Sowah

Chanel once said, “If you want to be original, prepared to be copied…” – true words by a remarkable woman.  Being fake has many connotations. Fake tan. Fake fur. Fake friends… fake boyfriend? There are only few exceptions to this statement. The fake designer goods market is huge. We are so immune to branding that particular logos are automatically associated with thoughts, feelings and events (we call this ‘brand recall’). If branding is important what is the real appeal of fakes? – Besides the price tag and amazing cross stitching?

Jewellery, bags and shoes from your favourite Luxury brand can range from triple digits to 20 thousand dollars and over. Dropping 15k on a Hermes tote may not seem a probable investment to most, but for a fortunate few indulging is nothing. With luxury sales on a steady decline over the last decade, Ready-to-Wear collections are increasingly being marketed to the younger Nuevo riche heiresses and blessed billionaire boys. Most would jump at the opportunity to share their lifestyle. Knowing you have the same bag as Cara Delevingne or Princess Mary is surely a sign of success – in a vicarious sort of way.

Designer knockoffs are a $600 billion dollar industry globally and it isn’t just proverbial Asian countries dominating in this market. StyleCaster reports an incredible 25% of ads on Facebook are for fake luxury products. These figures shouldn’t surprise us considering the emphasis on brand storytelling through huge advertisement campaigns. It is the lifestyle of the ‘IT Girl’. Don’t we all want to be that girl? Turning heads and breaking hearts with our unique style as the quirky Prada muse or the refined Chanel woman? Gossip Girl is definitely an advocate for this type of market.

Fashion is elitist. Social status is at the marketing crux of any luxury brand. We are starting to see changes with the target market of High End brands because of cultural remodelling and economic considerations. The youth want to be a part of this moment more than ever. Consumers are very aware of their power to influence and attract; to imitate and belong. The flipside? We are completely oblivious to the subliminal branding our eyes devour almost minute by minute.

Fakes in the Fashion industry could be a case of wilful blindness. Most of us are wilfully blind to more than we realise. Fight with your friend out of the blue? You saw it coming, after the fact. Your boss sits you down and says your KPI is low? You put it down to being a slow month. We turn a blind-eye to a lot of problems. We recognise counterfeit products as being a no-no in Fashion; going against its couture origins and creative license not to mention copyright laws and intellectual property. If the customer is always right then what is the influx of fake designer bags and goods telling brands and businesses? Mark ups are great for profit margins and shareholders but what about the consumer?

Walking down the streets of the Sydney CBD with my own designer bag (“Tequila is not my friend #BACONANDEGGPLEASE” – shout-out to Kate Spade NY), almost 50% of women were wearing well-known bags. I’m willing to bet 35% of those were fake. Sydney has a huge Asian market with at least one third of the population coming from Asia Pacific. Does that dictate the number of counterfeit designer goods? Of course not. It shows a small glimpse into a wider issue.

In my last trip to Thailand one of the lovely hotel staff took me around the city. We stopped in a small shopping area selling designer copies of all the latest seasons’ bags. I have never seen a room full of real fakes; it was quite a visual experience. CHANEL, Louis Vuitton, Chloe, Prada, Hermes, Fendi, Dior… My mind wanted to believe the price tag was indicative of the product, but I knew it was not. In Psychology Cognitive Dissonance is when ‘an individual’s behaviour conflicts with beliefs that are integral to his or her self-identity.’ When I contemplated purchasing their bag(s) I wanted to believe they were authentic. This went against my core values of respecting and appreciating craftsmanship – as an artist/creative myself. This is a personal choice; I know plenty of artistic and creative (and some that are not) women who don’t find any shame in the counterfeit game.

It is psychologically and emotionally (possibly even physically) satisfying to know you are part of a small few that can afford, invest and promote a product or service. Who can blame the rest of us wanting to look good, feel great and spend less? Fake designer goods will continue to be the black sheep in the family of Fashion.

Imitation is the sincerest form of flattery, after all – CHANEL might have said that, too.

Modeling Scams Everyone Should Be Aware Of

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By Calynn M. Lawrence
@fairytalefacesbycalynn

Unfortunately, many aspiring models are being bamboozled by con artists who prey on individuals who are seeking a ticket to a successful career. If you’re someone who is new to the fashion industry then these are a few (sadly) common scams that people are falling victim to every day. You should be weary of them and take heed to this advice.

1. SKETCHY ONLINE ADVERTISEMENTS

Sketchy online advertisements are becoming increasingly prevalent to seek out young people and lure them into dangerous situations. Some times these are criminals simply looking to hurt you and are hiding behind the guise of a photographer or modeling recruiter. That being said, be extremely careful about taking jobs that do not come from reputable websites. Make sure that you double check the person’s references and do a little online research. It may seem like a bit much but it’s better to be safe than sorry! If you are in doubt, then do go ahead with it.

2. PAYING FOR SERVICES THAT YOU HAVE NOT YET RECEIVED

Scammers often will create the illusion that they will provide you with this awesome service and convince you that you should pay them beforehand. This is a huge No No! Unless you are doing business with a trusted agent whom you have worked with before, do not give up your money until after they have done their job! Many people will take your funds and leave you high and dry. Be cautious with how you distribute your coin.

3. ASKING FOR PERSONAL INFORMATION

This is something that seems like it would be a bit of a no brainer. However, many people still fall victim to identity theft on a daily basis. When it comes to dealing with other individuals, try to make all of your transactions with cash, making sure to get a proper receipt for reference. Unless you are dealing with a trusted source, then providing information such as your credit card number or Social Security Number is a terrible risk and could lead to your financial detriment!

4. DISREGARD OF PARENTAL CONSENT (for minors)

If you are under the age of 18, then you are considered a minor in America & Australia. Thus, any business that you do has to be done with the consent of a legal guardian or parent. If you have someone, specifically an adult, contacting you for modeling work, knowing that you are underaged, and they do not ask for parental consent then they are people that you ought to steer clear of! These could be child predators or simply unknowledgeable business people. Either way, do not get involved with them!

These are simply a few scams that are common amongst beginners in the fashion industry. Like anything else, take everything with a grain of salt and be cautious and career savvy when doing anything that could help or hurt your success.

Correction.. It’s Foundation First!

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Its the Age-Old question – do you apply concealer or foundation first?

“If you spend time concealing blemishes or uneven skin tone, you don’t want to wipe all of that away with your foundation.”

Thompson, who has worked on the faces of Jessica Gomes and Jennifer Hawkins as well as models at Proenza Schouler, Prabal Gurung, Chloé and many more shows, says she prefers to apply a sheer layer of foundation onto primed skin first to even out any discolouration.

“Work the foundation into the skin in circular motions using a soft fluffy brush starting from the centre of the face (where we tend to need more coverage) moving outwards.”

Once your foundation has settled, apply concealer using a small brush in a patting motion on top of the areas that need it – this technique is called “stippling”.

Now that we’ve established that concealer comes after foundation, how do you go about choosing the right concealer shade? Thompson says the shade varies on what you’re trying to cover.

“If you are concealing a blemish, match your concealer to your skin tone or current foundation.” You may also go a shade lighter or opt for a duo concealer palette which gives you both.

Thompson says, “If you are covering under eye circles or pigmentation that tends to have a slightly blue undertone, opt for a concealer with a slightly peachy, warmer tone.”

“Apply less to begin with then build until you’ve reached the level of coverage you require. “[And], don’t forget to set the spot with powder. This will really help keep it in place.”

Think Pink

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By Margretta Sowah

For most, Barbie has always been a sign of the times – important events, socially speaking. I remember when Barbie was an Olympic gymnast. I would twist and twine her body to match [insert athlete circa 1995]. Barbie was a symbol of hope. A big call? Sure. But let’s not forget, for a Blondie, Barbie is a formidable opponent.

Some tricks aren’t for kids…

I think what most people love about Barbie is her spirit and energy. Barbie is the eternal child; with a twinkle in her eye and glitter through her hair. With children’s toys and accessories being a huge money maker – 18.11 Billion US dollars as of 2014, having a public figure like a Barbie (being an idealistic prototype and sign of the times) allowed for easier relatability and optimism. At the tender age of adolescence we are looking to our peers for similarity. What makes Barbie’s marketing and branding so exciting is the play factor – the ability to be amusing and entertaining by channelling characters through real people and real situations.

This, of course, is not without negative implications. According to History.com; Barbie’s appearance was modelled after a German comic strip character, originally marketed as a racy gag gift for adult men in tobacco shops. Mattel bought the rights to Lilli and made their own version, naming her ‘Barbara’ after the Mattel’s daughter. Barbie filled a niche in the market, allowing little girls to imagine themselves in the future – one where women could be anything they wanted. I think it’s easy to forget living in the luxuries of the 21st century how encouraging it is to know there are no ethical or legal restrictions for women in the workforce. Models are a prime example – I wrote a piece about the Plus Size model Tess Holiday and her #EffYourBeautyStandards campaign. You should check it out. More than a few decades ago there would be an uproar if women wore scantily clad fabric and strutted down a long platform; let alone a children’s doll that stood at eleven feet with flowing blonde hair and the body of an exotic dancer. #SorryNotSorry

Women have always been a huge driving force in the economy. According to the Harvard Business Review; “Globally, [women] control about $20 trillion in annual consumer spending, and that figure could climb as high as $28 trillion in the next five years.” Can you imagine a trillion dollars? At this point I can’t even imagine twenty dollars, let alone a trillion. It goes without saying the various stereotypes associated with the proactive female shopper – we think she is frivolous. A bit shallow. Perhaps even calculating? Barbie was the first mass-produced toy doll in the United States with adult features. That was 1959. Now the prerequisite for a doll (excluding baby/toddler/fairies or mythical creatures) is to have ‘full figures’. It’s easy to believe commercialism starts at a young age with advertisements geared towards not only children of a particular age, but hopeful mothers wanting the best for their child. We are all a part of the consumerism treadmill.

Barbie, if looked at in a different context, can be seen as a symbol of ‘Wall Street’ and capitalism; even though her message is clearly a positive one. It’s a bit like Victoria’s Secret. The premise of VS is to cater for women who want to feel fabulous and sexy at any age and size… but there are obvious subliminal messaging geared towards this ‘picture perfect’ lifestyle and body. Neither Barbie nor Victoria’s Secret have damaging influences on the industry but issues do stem from how they promote their products.

Gender neutral = gender equality?

In Moschino’s Spring 2015 Ready-to-Wear collection, Barbie came to life in a ‘Life in Plastic, it’s Printastic’ way. Jeremy Scott’s homage to the iconic children’s doll sparked controversy throughout the industry. Was it a piss on fashion? Is Barbie not seen as fashion? – there have been over 70 designers who have made clothes for Barbie – Why is the ‘fun and free’ lifestyle of Barbie shunned by the decadence of fashion is not? Did it have anything to do with Ken’s new haircut? What about the children!

As a part of the promotional campaigns for Moschino Barbie (a registered Barbie made especially for Moschino) a video surfaced on their facebook page with a young boy in Grease-esque hair (Grease Lighting, I mean) that would make even Frenchy jealous, letting us know that this was the most Moschino Barbie ever! Soon after a slew of articles published throughout the internet, all agreeing what a constructive move Mattel showed by having a young boy in a Barbie ad; even though Moschino is NOT a toy manufacturer, but rather a very established fashion powerhouse that sells to both men, women and children.

We are moving towards a gender-neutral mentality; with the rise of the Transgender/Gay and Lesbian community in the public eye, there has been a push in the market for non-gender-specific products starting from kids toys. Is this a good move or is this another box to add? It is, however, a definite testament to Mattel (with the world’s most iconic doll) to keep with its vision for the brand and for Barbie. In a world where trillions of dollars can be lost with one wrong slogan, Barbie has been able to maintain her integrity (yes there was/is controversy over Barbie’s unrealistic measurements, opening the door for scrutiny of impression) in a world where pink is seen as an unintelligent colour (when worn), according to a study done by buytshirtsonline.

Idealism at its best

So what can be said about Barbie? She is seen as a go-getter, an independent and intelligent women. Her life is filled with her gorgeous boyfriend of many years, Ken; her many friends of other cultures – from African to Hispanic, Asian to Icelandic. She is able to cross borders, languages, ages and even sexuality. This is where MATTEL succeeded with Barbie; its blonde breadwinner in a pink Beetle Volkswagen. Now if that isn’t tooting your own horn…

Model Diaries #7 Love continued…

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Continuing on from Model Diaries #4

 

my fear of being “that” annoying whiny girl that wants to know whats “going on in the relationship”. Right now there isn’t much of a relationship, but i know i like you and if i act all nochalant, then you might get the idea i don’t care if you are with someone else, and i do care. Because i’ve had too many boys slip through my fingers because i haven’t said shit.
So even though i know you will hate the question, i’m going to ask if theres any hope for being with you – and no one else – or if you care as much as i do. And all i need is an honest answer coz then i can stop thinking about you as much, and start moving on.
Or maybe you have an amazing act down pat and you use this on all girls and you clearly have feelings for your ex, its karma that she cheated on you, and you would hate to hear that. But your comments about other girls you’ve been with and how you kind of rub it in, is a…

Dimples Be Gone – Top Tips To Reduce Cellulite

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By Jessica Sepel

Bumpy, dimpled skin – something most women contend with at some point in their lives. While cellulite is simply normal fat beneath the skin, it appears the way it does because it’s pushing against connective tissue. While cellulite not a sign that you’re unhealthy or overweight, it’s a condition most would prefer to get rid of.

Good news? You CAN reduce cellulite with your diet.

DITCH THE SALT – My #1 tip. Just recently I noticed a few little bumps on my thighs, something I have not had in a long time.  Hmm. I decided to cut out salt for a week (using herbs and spices instead) and I have noticed the bumps have significantly reduced. Give it a go! Salt dehydrates the cells in the body, which can form the appearance of cellulite.

EAT ALKALINE – Enjoy your fresh fruit and veggies. Alkaline foods help combat acidity and toxic build up in the body that often accumulates and can form cellulite. Increase your greens! Greens at every meal is my golden rule.

DITCH THE SUGAR – Keep your blood sugar levels stable. Eat regularly and ensure your meals and snacks are protein-rich. Avoid all processed sugar, and reduce fruit to 2 portions/day. Berries + citrus fruits are fab! It’s the blood sugar roller coaster that lead to fat storage…hello, cellulite.

GET YOUR BLOOD FLOWING – Use a dry body brush each day in the shower. Exercise daily. Do a coffee scrub! Treat yourself to a massage regularly.

DRINK A GREEN JUICE DAILY – Or use a green wholefood powder. This will help you increase your antioxidant profile, which helps to reduce damage to skin cells.

DRINK PLENTY OF WATER – Obviously! Water helps to flush the toxins out of the body. Add some lemon juice for that extra metabolism boost.

DETOX – Toxic build up can increase cellulite. Keep your liver healthy. Your liver is your largest fat burning organ, remember. Cut out the toxins – alcohol, refined sugar, refined carbs, trans fats (processed foods!), and takeout foods. Sweat it out – exercise and saunas! Swap coffee for green tea – 1 coffee/day max. Keep alcohol to the weekends – red wine is the best option, in my opinion.

FINALLY, REDUCE STRESS – I believe stress is responsible for most of our body woes. Breathe deeply. Practice yoga. Rest every day.

Follow more of Jessica Sepel on instagram, twitter and facebook !

The Step-By-Step Process Behind A Campaign

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For many of us obsessed with fashion it all started with the pretty images we saw in magazines. We were infatuated by the models, the clothing they were wearing, the make-up covering their face and the way they had their hair. We wanted to be like them. Look like them. Thus, the obsession continued and we’re now most probably working in the industry. Or something similar.

One of the greater aspects of campaigns is that they have the ability to tell a story and consequently trigger emotion. Of course most of the time this being desire…

Focusing on the latest Alice McCall campaign “Between Us” we’ll take you through the step-by-step process of a campaign and the reasons behind most elements.

The Designs

The actual product which is to be sold is the starting point for any campaign. The end concept is always derived from the collections original inspiration.
Our brand is known for is the balance between pretty and whimsical, quirky and unique, with a sense of fun portrayed through colour, technique and print. It was important that this came across in the campaign”

To get a bit more information behind the inspiration, check out the interview we did with Alice at Fashion Week here.




The Photographer

Finding right photographer is key. For any shoot the team needs to be made up of the best of the best. It’s important that all creatives on board are on the same page when it comes to campaign imagery in order to get the best results. You need to find someone who’s work you’re attracted too and really; you want to collaborate with.

You want to work together, you believe both your creative minds can come together and create something amazing. In this instance, it was international fashion photographer Emma Summerton, “Emma is a creative genius who produces wonderfully unique images” and for Alice, this was “exactly what I wanted for our campaign”. Alice loved her innate and quiet confidence; believed they would be able to work together, and got in touch. It also helps if you know the individual on a personal level (these two have been friends for over 20 years), like they say, your network is your net worth…

The Location

Sure you can shoot in a boring studio, white background, lots of light – but it doesn’t say much about the collection or the people behind it. The location gives context, provides a time and place for which the collection was conceived, it needs to “resonate with the collection” as Alice puts it. It also gives the consumer a bit of an idea as to where the products can be worn. Locations can change all the time depending on the weather, lighting situations and even though you might have one in mind, gaining permits and permission can sometimes prove rather difficult. For example, Alice and Emma had originally planned to shoot inside the Goldstein House but “decided that the garden was more akin with our collection”.




The Model

Like the location, the model is also a key player in exerting the creative concept behind the campaign. Each model has their own look and personality that comes through in any image, so finding the right one to match your brands vibe and feel is important. Usually you need to search through Instagram/modelling agencies and have castings to find the right fit, but if you already have the model in mind you can usually book them directly. And as far as this campaign, Alice knew exactly who she wanted. Lindsey Wixon was selected for the campaign as she “embodied our brand…her look was perfect for that urban 70’s feel we wanted to create”.

The Creative Concept & Brief

Once you’ve got the basic aspects of the campaign locked in you can start working on finalising the creative briefs. The hair, the make-up, set design, props etc etc. Usually this is a creative brainstorm between the designer and photographer, working within each other’s creative limits and aesthetics, “I began by looking at old Helmut Newton poolside shoots, as well as prints by Slim Aarons. The idea then evolved, as ideas often do, to more of an urban 70’s feel.” Which also means choosing hair and make-up artists that you know can fulfil your expectations, in this case “a high-end campaign that still felt slightly left of centre and eccentric.” 




The Shoot

The end result of all your hard work, time and effort. Everyone arrives, the set is styled, the model is made up and the photos are taken. For the designer, this stage is more about styling, making sure your products are being showcased in the right way and the brief is being fulfilled.
As the creative components were locked in, I could focus on styling. Keeping with the retro vibe, it was all about knee high sports socks and platform heels…”




 

 

One To Watch – Jack Tyerman

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Babe, heart-throb, hottie, jaw dropping – whatever, you name it. That is Jack, the latest Aussie male to make haste in the modeling industry. This carpenter turned model now has thousands and thousands of Instagram followers and is represented all over the world; Australia, Spain, Paris, Sweden, Denmark and Milan.

Instagram: @jacktyerman_
Agency: IMG 

So I’m guessing modeling wasn’t at the top of your list for “dream job” as a kid – how did you get into the industry? 

No not really, I’ve always wanted to be a carpenter and i’m hoping to finish my apprenticeship off once this road ends. I was actually scouted by an agent named Kirk Blake, in Crows Nest – Sydney.

Is it your only job? Or is it more something you just do on the side?

I have a bar job as well – which I live off week to week. Any money made from modelling is straight into savings!

What’s been your favourite shoot to date? Why?

Shooting in the French Alps would be my favourite shoot, just because the location was so beautiful and I got to drive a Yacht and an Aston Martin along a cliffside.

If you could pick any designer, any runway, any shoot – what would be your dream gig?

Shooting a campaign on a beautiful island somewhere unknown with a very creative photographer….




Now that you’re working in the industry, what do you think some of the misconceptions are of male models?

That they are all arrogant pretentious airheads, which don’t get me wrong, some definitely are, but not all of them. Also that it is the easiest job in the world when it really isn’t. Keeping in optimum shape and always having to look fresh is sometimes quite hard for a bloke in his early 20’s.

Have you ever faced any criticism from friends or family?

Not so much family and close friends, but there are always those people who will put you down or misconceive you as ‘arrogant’. People i may have went to school with but who I don’t see anymore.

What are some of the struggles you’ve faced?

In terms of modelling itself, being bigger framed in the shoulders. I used to play footy and was 92kg, so i’ve had to under eat slightly and run every day to shrink my body. A real struggle for someone who loves food!




 

Surely there has to be some pretty great perks for being a male model, tell me?

Oh there is, getting into clubs free and drinking alcohol for free is up there haha… And there’s also this app called INTO which allows you to get all this stuff for free at various venues around the world, ranging from food, cocktails and dental work. Some of the stuff is valued at $500… not bad.

Have you ever had to wear some weird and wonderful creations / Strange outfits?

I once wore this fishnet outfit with 8 inch high heels.

Where do you hope to see yourself in 5 years?

Acting, if not back on the worksite building houses 🙂 

Your job is to pretty much look drop dead amazing, and you are – so how do you keep in shape?

I try run every morning on an empty stomach, and again in the afternoon. I also box 2-3 times a week with my boxing trainer (also a mate of mine). F45 is good too, anything that keeps my heart rate up.




What don’t you like about the modeling industry?

The amount of fake materialistic crap you have to put up with.

How has social media helped your career? / What are your thoughts on the social media impact of modeling.. ie. Instagram models?

Social Media I think has definitely helped my career. Our profiles on the IMG website list our Instagram account name – hence it (sometimes/a lot of the time) plays a pivotal role in booking jobs depending how “big” you are in the social media arena. People and companies often send you free stuff too!

And finally what does Jack do in his time off?

I train a lot and I LOVE cooking – It’s my new favourite thing to do. I find it really therapeutic. Every week i’m posting photo’s on Instagram of what i’m cooking. I love sport, i’m a massive rugby league fan and i play in a touch footy comp with some mates.
Also what every other guy in their 2o’s does – go to the pub, hang at the beach, listen to music, movies etc etc etc.