What Would You Say, If You Had A Supermodel's Platform?

Top models from around the world had an opportunity to have their say in Vogue's April, 2020 issue. Kaia Gerber from the United States, who has over five million Instagram followers, noted, "When you have a big platform, it seems irresponsible not to use it for good."

     What models have to say on every subject lacks credibility, but in some areas they are experts. Liu Wen from China observed fashion is a subject that draws people from everywhere together for a creative cultural exchange. And all people should see themselves represented, said the UK's Fran Summers, who has seen a shift from what used to be one stereotype of a beautiful woman. Ugbad Abdi, the model who first wore an Islamic hijab on the cover of Vogue, agrees.

     Although models, like professional basketball players, are taller than average women and men, there is neither one type of Brazilian beauty, says Kerolyn Soares from Sao Paulo, nor one type of black beauty, adds Anok Yai, who was born in Egypt. At age 37, Taiwan's Gia Tang also counters the idea that all models must be younger. Jill Kortleve, a Surinamese-Dutch model with tatoos, who stopped trying to exist on one banana a day, now books runway appearances in her body's normal size. Paloma Elsesser from the United States, a curvy, larger model of color, claims "a whole new guard of image-makers" exists. Latinx model, Krim Hernandez from Mexico, hopes the growing acceptance of inclusive images can lead to a broader acceptance of diversity in general.

     Models also possess credibility to speak on subjects besides fashion and how the media represents women. Growing up in a refugee camp in Kenya and later in Australia, South Sudanese-born Adut Akech advocates for the rights of displaced refugees and the needs of those who suffered losses in Australia's bushfires. Speaking with a distinctive gap in her two front teeth reminiscent of model Lauren Hutton's pioneering look, Ms. Akech simply reports she is doing and saying what she knows best. What Adesuwa Aighewi knows best are authentic products from artisans in her West African, East Asian, and Southeast Asian heritage.  She knows kitenge textiles featuring traditional African patterns are made in China. Ros Georgiou, a model born in Greece, is using her backstage access at runway shows to learn photography and to become a director. From her base in Milan, Italy, Villoria Cerelli applauds the new respect and opportunity she sees being accorded young photographers, hair stylists and makeup artists.

     For Mariam de Vinzelle from France, modeling is a diversion, a hobby. Since she is currently an engineering student, in the future she expects to speak with authority outside the fashion field. India's Pooja Mor already speaks with authority on the Buddhist and Taoist principles of the Falun Gong spiritual practice that grounds people in peace and happiness.

      During Vogue's round-the-world fashion shoot, although all models wore some form of the universal fabric, denim, no one expressed the fashion industry's concern for sustainability: landfills bulging with discarded clothing, recycling and the global water shortage. The fact is, blue jean manufacturers recognize the need to reduce the 500 to 1800 gallons of water needed to grow, dye, and process cotton for one pair of jeans and often to use additional water to prewash or stonewash denim. Even though Demna Gvasalia is the creator director of the venerable fashion house, Balenciaga, the hardships he experienced as a refugee from the Georgia that was part of the Soviet Union influence his attention to sustainability and global sociopolitics. In the March, 2020, issue of Vogue, Mr. Gvasalia discussed his use of upcycled and repurposed denim, questioned how much value to place on material items, and suggested falling in love improves productivity.

     There always is a cause waiting for young people to attract attention to a cure on platforms that reach one friend, their family, a scout leader, teacher, coach, dance class....

   

Patterns of Fashion Business Success

Fashion retailers looking to compete with online warehouses need to consider playing up their hometown appeal. In Paraguay, a bank capitalized on local pride in a song about the country's Ypacaral Lake. During its 70th anniversary, the bank invited people to play the song on an installation of giant wind pipes. Visitors crowded around as soon as the display opened.

     Even though Rob Bowhan's "August" shop in a college town carries international streetwear for students from around the world, he hosts occasional performances by local hip hop musicians, hangs paintings by local artists, and features student models and musicians wearing the shop's clothes in his promotions.

     At age 17, when the British founder of House of CB, Conna Walker, launched her successful business, she hounded celebrities with emails asking them to wear her clothes and offering the outfits for free, if they managed to credit photos of them wearing her designs. Ms. Walker knew she wanted to dress curvy women who craved figure-hugging, covered but sexy clothes, often with revealing cutouts. Working with a neutral, not flashy, color palette and quality textiles, her bodysuits and clingy clothes manage to help women project a classy, not cheap, vibe. This House of CB titan knew she was lucky to find manufacturers willing to convert her drawings and explanations into technical directions and patterns. To spur future growth, she brings out new items every Monday, the way subscription cosmetic companies do. And she plans to open more stores and expand into an entire lifestyle brand with her own cosmetics and items for the home.

     Instead of hounding celebrities to wear his clothes, Daymond John of TV Shark Tank fame badgered rappers to wear his FUBU brand. His growth plan led him to invest in other startups, to write motivational books, and to share his life lessons on the lecture circuit.