Instagram is continuing to prove its business worth, with the visual scrapbook fast becoming a go-to for brands to source campaign talent. Renowned British make-up artist Pat McGrath is the latest beauty heavyweight to turn to the social media platform. Scouting Instagram, McGrath selected four part-time models from downtown NYC to front her new beauty line’s latest product launch – Phantom 002.
Hardly unknowns, the girls each have amassed an impressive Insti audience thanks to their diverse collection of personal shots from their private lives and creative careers. The models include Sahara Lin (18,400 followers), Paloma Elsesser (42,700 followers), Carlotta Kohl (14,800 followers), and Kate Bowman (22,900 followers).
McGrath explains of the scouting to Teen Vogue: “I handpicked each one of them because I loved their style and confidence. They are their own women – determined, inspiring, and fiercely independent.” Bowman continues that the campaign is a celebration of individuality: “We’re all young people who don’t fit a certain mold in the fashion industry.”
