MODELS AND CASTING IN FASHION 2022
Consumers today are demanding more and more from brands and models. They examine their social and political values and ability to speak out when needed.
During the Fall Winter runways, war took place and audiences clearly expressed what they were expecting from the fashion industry. Consumers are taking a position of judges; they want brands to demonstrate the right values and for models to work as ambassadors.
MODELS WITH POLITICAL VOICES
Models nowadays are taking a more active role in different areas.
They voice their concerns about social issues, such as racism, sexual harassments and climate change. They are engaged in political events, inviting people to vote, this season they stated their opinion about the war in Ukraine and some even donated their earnings to Ukraine. People have higher expectations today from models, they expect them to represent certain values.
Modelling is no longer only the representation of physical features. When casting models, brands should consider their values, beliefs and ability to speak out when needed. A significant part of a brands' image and overall success comes from being active and choosing people who represent the right beliefs.