Forget catwalks — locked fashion models to try homemade photo sessions with mom and dad behind the camera


Some of the world’s largest fashion brands are asking for locked models to shoot their own campaigns for the promotion of the latest clothing collections.

While frustrated customers are not able to visit shopping malls, retail giants like Zara owner Inditex
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+1.48%
and ASOS
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+5.56%
continue to see internet sales soar and to look for innovative ways to display their latest designs online.

Social distancing has ruled out models of promotion of articles in the gangways or in the jet-set places, but one of the models of the agency have found an innovative solution — the do-it-yourself photo session.

Anthony Bourgois, the president of Women in Management, part of the Elite of the World Group, gathered some of its best talents willing to stage photo sessions of the house and gained the interest of different brands.

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“What we did in Women [was to send] a great presentation for all of our customers, basically telling them where models, photos of your location, because we want to help the organization of the home fires,” he told MarketWatch.

But Bourgois, said that some models are luckier than others and live with the photographers, while others need to do with the camera skills of the parents, or roommates are not professional.

“Sometimes it’s very, very easy, because some of them are married or dating a photographer within the company,” he said.

For those that may not have access to a nice place or to help someone else with photos, “it’s very difficult,” Bourgois said. Only 40% of their talent have been able to ensure that the work of the house.

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

Guérin with their children, murdered by her husband, a professional photographer Victor Demarchelier

Victor Demarchelier

She has been one of the Women most successful DIY talent due to her husband’s set of skills. Even their children have been involved.

“It’s definitely a new experience — Victor has always used me for art projects, and we have worked together on a couple of shoots before, but this is totally different,” he told MarketWatch.

Generally, the Women of the models I work with a team of over 20 stylists, makeup artists, set designers, but now, at Guérin, and her husband, who is a two-person affair.

“I do my own hair and makeup and putting looks together, discuss style with the customers, and, my favorite part, I get to look at pictures with my husband and give my opinion,” he said.

The customers have talked about the return to the studies of photography at the end of May and in June, several jurisdictions facility closures, Bourgois, he said, but the industry could look a lot different.

In place of a real army, “we’re going to limit the number of people in the shoot — maybe instead of 20 people, we’re going to try to do it with five people,” he said.

ASOS said in May that it had been encouraging its influencers to shoot from the house, as brands across the industry pivot to online sales.

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Sales figures online tracker Interactive Media in Retail Group show retail sales grew by 23.3% in April compared with the previous year, month, and Bourgois thinks that brands are realizing the need of models, he said, even in a postcoronavirus world.

He said: “Sometimes people say, oh, maybe in a couple of years, we don’t need models any more, as you know, but it is not true, we can see that, without models, brands are really struggling.”

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