Toronto, December 14, 2015 – If you’ve kept up with fashion the past few seasons, you may have noticed a new modeling trend. With Kate Moss’ heir apparent Cara Delevingne bowing out early the spotlight has turned to others like her. By ‘like her’, we’re talking it girls, fashion’s newest marketing weapon. What Cara started, Kendall Jenner & Gigi Hadid have run with and a lot more are coming.
Writer William Donaldson noted that, having initially been coined in the 1920s, the term was applied in the 1990s to describe, “young women of noticeable ‘sex appeal’ who occupied themselves by shoe shopping and party-going.” The definition of an it-girl varies, but most can point to Edie Sedgwick and Chloë Sevigny as early examples. Who qualifies as an it-girl and why all of a sudden, are modeling agencies racing to sign them as they flood the fashion runways, fashion magazine editorials and brand campaigns?
The it-girl has evolved. She’s no longer just the rich socialite partying in the clubs. She’s starting off a lot younger, in most cases too young to legally be in clubs or bars, but that doesn’t stop her. She has access to a lot of money (or credit) and more often than not, is the daughter of a celebrity or mogul. Finally, and this is the big one, she has a social media following that is growing into the hundreds of thousands or even millions.
It’s no secret that when Kendall or Gigi walk the runway, at least three times the smartphones pop up to snap pics. It’s also no secret that these girls are paid upwards of hundreds of thousands to endorse products on social networks such as Instagram, Snapchat, Facebook, and Twitter. It’s self-perpetuating. The more popular these girls get, the more they are followed.
We’ve added dimension to the pretty girl. Today and tomorrow’s model isn’t just another pretty face. She has a story and every girl wants to be like her. Not just because of her looks, but because of her lifestyle. The question becomes, can you still be an it-girl model if you’re not a child of famous parents? And what happens to professional models who don’t have ties to Hollywood?
Cara, Kendall and Gigi are just the beginning of a tidal wave of it-girl models. It’s the biggest modeling movement since the supers of the 1990s. Most still in their teens, check out some of the up-and-comming it-girls below.