Is Brigitte’s decision to only portray “real” women a move against the size-zero culture or a move toward cheaper modeling contracts?
The popular German women’s glossy Brigitte has announced they will no longer hire professional models, according to an article released on October 6 on AdvertisingAge.com.
"Without Models: A Brigitte Initiative"
Beginning January 2010, the magazine will replace its models with real women, who will be identified by their careers or hobbies, because “attractiveness has many faces, whether they are actresses, musicians, first ladies or women on the streets of big cities,” says editor Brigitte Huber.
While the magazine claims that this transition is only a response to reader demands, I can’t help wonder: how much will these real women be compensated? If real women are paid equally to models, how can we discern the difference?
And if they are paid less, is this in truth the first attack against the modeling industry in the crowd-sourcing wars? Has Brigitte created the modeling equivalent of Helium.com, the underpaid internet sweatshop for writers?
In any case, I guess it could be worse—they could be Ralph Lauren.
Thanks to Boing-Boing for having the cajones to keep this photo posted!
Interesting. You pose a great question about compensating “real” models. There are a lot of magazines out there that use real women to model clothing…O, The Oprah Magazine being a good example. I always just looked at it as good PR for the “model” because she is usually associated with some sort of business/career. To me it would depend on the context that Brigitte will be using the real models. Is it for a profile article or an editorial fashion spread? That’s where I’d draw the line. But I do find it inspiring to see real women portrayed in magazines. Lucky Magazine is another good example.
Another thing: If they are ultimately using real women to replace paid models and they don’t pay them, it will be the Helium of the modeling world. Just like so many “writers” out there are willing to write for pennies because they love seeing their byline, think of how many women will love to see their “fashion spread.”
I may have to blog about this myself…you’ve inspired me.
Blog away, Rachel!
I hadn’t thought about the self-marketing twist before—since Brigitte says they plan to highlight the “real” woman’s occupation or passion, it would be a killer place to land some free press. So, even if there’s no money involved, it may offer major benefits to a woman who knows how to work it.