Stars Get Out Of The Way, Model Resurgence (Figure)

Advertising is the most important market driver of the fashion industry, and every season there is a large amount of money hitting this part.

The major brands spend a lot of time and money to find suitable photographers, stylists, and more importantly, look for the perfect "face" that can represent the brand.

And in the new season, we will see many faces.

Why is celebrity endorsement no longer as hot as it used to be in the past few years? Is it because the brand advertising budget is cut, or is it because designers do not want to be robbed by celebrities? Will the T or the front row be overshadowed?

The new model army is killed.

At this time last year, Miu Miu released a new press release while releasing a new autumn and winter advertisement. In the first paragraph of the opening paragraph, it clearly stated that "stars are out of the way and models are resurgence".

This series of advertisements is composed of the top fashion photography combination MertAlas and Marcus Pigott palm mirror. The characters under their lens are several new models with no reputation.

In February of this year, Marc Jacobs publicly announced that he and his personal brand "romance with celebrities" is the end of the day. The top ranking of the Marc Jacobs fashion show will no longer be left to celebrities.

"The real question is whether there is a gathering of press celebrities. Does anyone care about the conference itself?" Jacobs said.

His last conference only invited Madonna and Lady Gaga two stars.

"Madonna called me to tell me that she was on her way, but I could not manage her."

He said.

Prada and Jacobs play a very important role in the fashion industry. Will other brands follow suit? The answer is conjectures.

By the time of September, the 9 major magazines were launched, and brands began to push all kinds of beautiful faces to the glare.

However, the familiar supermodels and star faces are hard to see. The names of Kate Moss, Linda Evangelista, ClaudiaSchiffer and Naomi Campbell are all replaced by nameless names.

The limited advertising budget of fashion houses may be one of the reasons for this situation, but it can not explain everything.

Has the partnership between fashion industry and stars come to an end?

Stefano Pilati, the designer of Yves Saint Laurent, chose the 26 year old DariaWerbowy to shoot autumn and winter advertisements, and said in the women's wear daily, "I am most concerned about the work attitude of the model. She has to be professional enough to excel.

By trying it out personally, the model can give me the most pertinent feedback.

Gucci creative director Frida Giannini said frankly: "I think this is a very consistent change in the characteristics of the times.

It is easy for people to associate a famous person with a particular movie role. This is their disadvantage.

My personal preference for strong and powerful faces is that you can't divide them into any specific circles. They are not limited to music or Hollywood. "

Fickle KarlLagerfeld has made a stand in this low-key way. In the autumn and winter advertisements of his three brands (Chanel, Fendi and Karl Lagerfeld), he abandoned stars and chose models.

"Why do I ask?" because I love models.

Their looks and classes are very suitable.

Some faces are more exposed in "People magazine", so people may have some nausea about them.

A star's job is not easy to grab.

For a long time, the fashion world is full of highly recognizable star faces.

Since the 80s of last century, the fashion industry has sowed the seeds of cooperation with celebrities. In the past ten years, this young plant has gradually grown into a towering tree.

Chanel used Nicole Kidman, Keira Knightley and other actress to shoot commercials.

The brand pays $3 million 710 thousand for Chanel No.5 perfume to Kidman.

Madonna and Mikhail Gorbachev are called by Louis Vuitton, Lindsay Lohan and Vanessa Paradis play a role in Miu Miu.

From red carpet to print media, the symbiotic relationship between fashion and celebrities is everywhere. It has become the most important phenomenon in this era -- a wave of gold rush in the new century.

This season, the return of traditional models, they are like a blank sheet of paper, to give designers more room to play.

However, different opinions hold that these newly emerged faces are too personal. It is the fashion elite who have certain power to impose their own aesthetic ideas on the public by wishful thinking, but are excluded from the household names like Jennifer Aniston and Gwyneth Paltrow.

Of course, it's not so easy to win a star job.

The cooperation between Bulgari and Julian Moore continues to attract people's attention in the new season.

Madonna continues to play a luxurious housewife for Dolce &Gabbana.

Since Giorgio Armani designed costumes for Richard Gere in American dancers, celebrities quickly seized the lead of the Italy designer, giving the show a gleaming glow like a jewellery evening dress.

How much money do designers pay to celebrities who come to see shows? There are many speculations about the issue.

It is rumoured that at the end of the last century, Christian Dior paid for no less than $2 million for the Nicole Kidman in order to make Nicole Kidman wear their fashion when attending major social occasions.

It was also during this period that fashion magazines began replacing stars with models.

In 1998, Anna Wintour made the Hillary Clinton debut on the cover of the 12 edition of the American version of Vogue, which sparked an uproar for a while.

Versace's ads have always been used to a large number of celebrities including Elton John, Madonna, Jon BonJovi, and Richard Avedon, including Irving Penn, Bruce Weber and Richard Avedon.

Donatella Versace has used almost all her social connections - in fact, there is not enough room for the best photographers and the most famous celebrities in the world.

However, in the past 5 years, the effect of this feat has been repeatedly weakened.

In 2002, British TV stars Amanda Holden, HermioneNorris, Tamzin Outhwaite and UlrikaJonsson boarded the cover of the 11 edition of the British edition Vogue, which alerted many professional commentators.

Roy Strong, former director of the Victoria &Albert Museum, commented at the time: "these so-called celebrities are garbage in British culture, and I feel sorry for that.

It doesn't bring inspiration and passion to us. They just have their own way. "

In response, Vogue responded.

Editor in chief Alexandra Shulman stressed: "the metabolism of the model industry is very fast these days, and they lack the chance of success.

We do not issue only 35 thousand volumes of niche magazines. If they sell well, they have to do so.

Let T station be eclipsed.

In the past, fashion designers maintained a polite distance with society, which is one of the important sources of fashion appeal.

The cooperation between fashion houses and celebrities has made the fashion world popular and popular. On the surface, this is a good phenomenon. But when the magazine adopts the star strategy ceaselessly in order to improve sales volume, the boundary between real fashion and its flashy presentation becomes blurred.

The fashion industry is a dream factory. People who work in it create inspirational clothes with their talents and bring people into a more beautiful fantasy world than real life.

Some designers oppose the participation of celebrities from beginning to end.

They firmly believe that celebrities can be photographed in the commercials, give seats to their heads, and even invite them to show up for the brand. These behaviors are harmful to fashion itself.

In 1999, the Alexander McQueen conference closed the door to Victoria Beckham, on the grounds that Beckham's appearance would reduce people's attention to the press conference itself.

10 years later, Janet Jackson also received the same treatment. This time, McQueen said, "I can't be tied up by such foolish things as stars.

I only work with people I respect and love, which has nothing to do with their status.

I do not invite stars because I respect my work and I respect every staff member.

I don't want people to care about who sits in the first row when the show is released.

Hussein Chalayan, another designer at the same time with McQueen, also said something similar.

In February 2000, he won the "Best Fashion Designer Award of the UK" at two degrees. At that time, he delivered the awarding speech: "I want to take this opportunity to express my dissatisfaction with fashion week. All the media are only concerned about which celebrities are on the designer's show."

This makes me frustrated. Fashion week should belong to designers who work hard for fashion.

Please, this is fashion week, not star week. "

On that fashion week, Bei Sao gave Maria Grachvogel an amazing performance, squeezing out many press releases including the Hussein Chalayan brand.

Someone may remember what Chalayan said when "Lindsay Lohan" was appointed as the creative director of Ungaro.

"To abandon celebrities in order to maintain a sense of mystery", fashion industry is imperative.

Newcomers are more valuable than actors who are familiar with the family.

But the idea of innovation is bound to be tested by the industry's top players and shareholders for a long time.

Will celebrities really shrink? On this issue, it is more realistic to embrace the attitude of letting things go their own way.

Of course, Lagerfeld has the power to speak freely: "stars actually want to own their own fashion lines, their perfume brands, to the time of change."

He said rudely.