In an article for Fashionista.com, Lauren Sherman explores how e-commerce has transformed the business of commercial modelling.
Money girls, as the industry likes to call them, have always been a big part of the fashion business, thanks to catalogs and campaigns. But e-commerce has increased their exposure. Now, instead of seeing Ouellet in a monthly magazine or a bimonthly catalog, frequent shoppers might see her face once or twice a day on various websites. (And that's not counting her popular Instagram account.) The advent of online shopping has made commercial models more valuable than ever for brands.
That's not to say editorial and commercial models don't crossover beyond Victoria's Secret Angels walking in the occasional Prada runway show. Jacquelyn Jablonski is as present in the J.Crew catalog as she is on the runway, while another J.Crew star -- RJ Rogenski -- has become a favorite of just about every men's magazine. (Oullet, too, appears in editorial and occasionally walks the runway.) "There used to be the show girls, the editorial girls, and then there were the money girls," Dakin says. "Now the money girls are walking. And the girls walking are shooting. The catalogs wanted to be cool, and the runways needed more mass appeal."
Read the full article here.