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18th of November 2018


Hedvig Is the Reason I Buy so Many Things From Zara

Jowitt has also witnessed the shift from this being perceived as a lesser position in the industry to big business. "I think everyone now sees the value of e-commerce for models. As a new face it’s an amazing way to build up a nice pot of money. I have known very successful e-com models who buy their first flat purely from this work," she tells us. "As agents, we have to be careful not to allow a girl just to be an e-commerce model. You have to manage the girl’s career and eventually scale down the e-com in favour of higher fashion and bigger commercial advertising jobs. However, it’s a great building block for all girls starting out, they learn how to model, how to work in a team, and set themselves up with a nice cushion of cash along the way."

For many brands and sites, it will be a case of trial and error (and, occasionally, steal the model from a competitor), but there are other factors behind a casting director making a decision. As Jowitt explains, "Models are—and I hope always will be—in demand. They have had to diversify, though. Customers want a piece of the model's personality; they want to feel they can live the life and that they resonate with the person on the screen. Social media currently plays a big role in model booking. I don’t know that it will stay this way, but for now, models have to use their social media to grow their business, and they have show their personality through it. Hundreds of selfies and work pics just aren’t enough. The customer needs to feel they have seen inside the model’s life a little."

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