The modeling industry has seen a paradigm shift over the last 10-15 years. While runway and print—long-standing cornerstones of modeling—remain essential, a new dimension has emerged: digital and social media modeling.
Modeling as a profession dates back to the mid-19th century, with Marie Vernet Worth, widely regarded as the first professional model, hired by her husband, designer Charles Frederick Worth, in the 1850s to showcase his designs. As the fashion industry grew, so did the demand for models, evolving from simple dress displays to high-profile, social media influencer careers as we know them today.
Modeling’s Historical Timeline
• 1920s-30s: Modeling agencies began forming, and models started appearing in iconic print magazines like Vogue and Harper’s Bazaar.
• 1940s-50s: Fashion photography took off, led by notable photographers like Irving Penn and Richard Avedon, solidifying the role of high-fashion imagery.
• 1960s-70s: Supermodels like Twiggy and Jean Shrimpton entered the scene, marking modeling’s integration into popular culture. Runway modeling became more prominent, with fashion weeks established in New York, Paris, and Milan.
• 1980s-90s: The “supermodel” era rose to fame, with models like Naomi Campbell, Linda Evangelista, Cindy Crawford, Claudia Schiffer, and Christy Turlington becoming household names, celebrated for their versatility and star power. During this time, modeling work focused on runway shows, magazine covers and editorials, commercial ads, and catalog work.
Enter Instagram and The Rise of the Digital Model
Several shifts have redefined the industry, with Instagram playing a transformative role:
• Decline of Print Media: Throughout the 2010s, magazine circulation declined as consumers moved to digital content, reducing print’s dominance in fashion.
• Rise of Instagram (2010): Instagram allowed models to build their own audiences, showcase work independently, and directly connect with fans and brands. This democratization shifted power, allowing models to manage their own image and visibility.
• COVID-19 Pandemic: The pandemic accelerated the digital shift. With traditional runway shows and photo shoots on hold, the industry turned to virtual shows, online campaigns, and influencer-driven content. Models adapted to producing content from home, creating a more intimate and accessible image for consumers.
The Future of Modeling: Hybrid Roles and Diverse Opportunities
Today’s models are often expected to take on multiple roles, from content creation to follower engagement. Many models have become “model-influencers,” managing both traditional runway work and digital audiences. This hybrid role broadens the skill set required in modeling, blending classic modeling with influencer marketing.
Social media influencers are frequently approached by brands for sponsored posts, product endorsements, and ambassadorships. Collaborations can range from single posts to long-term partnerships, with influencers promoting brands to their followers. Some influencer models also sign with agencies specializing in influencer marketing to manage brand deals and collaborations.
Despite digital's growing influence, commercial modeling remains a stable career path, with brands still hiring models to represent lifestyle products, retail, and more. Traditional commercial models are often featured in TV ads, billboards, and in-store displays, especially for brands targeting diverse demographics.
Today’s modeling landscape is diverse, dynamic, and inclusive, with opportunities across traditional and digital spaces. For aspiring models, this means adapting to new platforms, learning to create engaging content, and embracing the digital shift—while honoring the timeless art of modeling.