She may be one of the most beautiful and renowned supermodels in the world, but Karlie Kloss still relies on the power of social media - whether it be to help pick up a modelling gig or turn people’s attention to a brand or company.
Speaking at SXSW on the topic of How Technology Colonised Fashion Week, Kloss revealed: “It's an interesting sign of the times that models are being booked for jobs and covers because of their following on a social media platform. I walked in the Balmain show for Olivier Rousteing. If you rounded up all the numbers of the majority of his line-up, there would be upwards of 10, 15 million followers."
“I think it very much adds value to me as a model and as brand. For instance, I work with L'Oréal Paris. When L'Oréal is signing the contract, I think they very much take into consideration that I have 2 million people that with the press of a button can share [my campaigns]; I think it adds value to me and what I can bring to a brand/company."
And it’s not just models and brands benefiting from having a strong social media presence - now, events are elevated thanks to their attendance of people with a high following. Take fashion week for example: the previously closed-to-the-public event has been made more personal thanks to the likes of Instagram.
Kloss explains, “The sharing aspect is really powerful because it brings so many more eyeballs to the event… One of the things about bringing people to the conversation is it also democratises what is popular and who is powerful. I think it's incredible that a blogger who has a really great voice can earn a front row seat at a show."
Despite this, she realises there is still value in not getting caught up in the Instagram craze. “I think somebody like Kate Moss doesn't need to have an Instagram. She's always going to be Kate Moss. There's something about that mystery, not knowing what she had for breakfast,” says Kloss.
Cropped image: Instagram.com/KarlieKloss
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