Forget the catwalk – the locked fashion model tries a homemade photo session taken by mom and dad | Instant News


Some of the biggest fashion brands in the world are asking locked models to shoot their own campaigns to promote the latest clothing collections.

While frustrated customers cannot visit the mall, retail giants such as owner Zara Inditex
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and ASOS
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+ 5.03%

continue to see internet sales soar and have to find innovative ways to display their latest designs online.

Social distance has ruled out models promoting items on the catwalk or on jet-set locations, but one model agent has found an innovative solution – the Do It Yourself photo shoot.

Anthony Bourgois, president of Women Model Management, part of Elite World Group, gathered some of his best talents who are willing to take photos from home and win interest from various brands.

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“What we do at Women, [was] sending very large presentations to all of our clients, basically telling them where the models are, pictures of their locations, because we want to help them arrange for home photography, “he told MarketWatch.

But Bourgois says some models are luckier than others and live with photographers, while others are stuck with the camera skills of non-professional parents or roommates.

“Sometimes it’s very, very easy because some of them are married or they are dating a photographer in business,” he said.

For those who can’t access a good location or someone to help with images, “that’s difficult,” Bourgois said. Only about 40% of his talent is able to get work from home.

One of them is Héloïse Guérin, who lives with her professional photographer husband, Victor Demarchelier, and their two daughters.

Guérin and her children were shot by her husband, professional photographer Victor Demarchelier

Victor Demarchelier

She has become one of the most successful DIY Women’s talents because of her husband’s expertise. Even his children are involved.

“This is a totally new experience – Victor has always used me for art projects and we have worked together on a number of shoots before, but this is totally different,” he told MarketWatch.

Usually, the Women’s model works with a team of more than 20 stylists, makeup artists and fashion designers, but now only Guérin and her husband.

“I make my own hair and apply makeup, I discuss styles with clients and, my favorite part, I can really see pictures with my husband and give input,” he said.

Clients talk about returning to the studio in late May and in June when some countries start reducing lockouts, Bourgois said, but the industry can look very different.

Instead of an assistant force, “we will limit the number of people to the shoots, maybe instead of 20 people, we will try to do it with five people,” he said.

ASOS said in May that it was encouraging influencers to shoot from home because brands throughout the industry were pivoting into online sales.

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Figures from Interactive Media online sales trackers in the Retail Group show retail sales grew by 23.3% in April compared to the previous year, and Bourgois thinks the brand is aware of the need for a model, even in the postcoronavirus world.

He said: “Sometimes people say, oh, maybe in a few years, we won’t need more models, like, you know, but that’s not true, we can see that, without a model, brands are really struggling.”

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