Models make fashion a home industry during pandemic, and gain more control over their image

Covid-19 travel restrictions and social distancing have disrupted the fashion and advertising industries by preventing photo and video shoots

Models are doing home shoots, with clothes shipped in and creative directors offering advice remotely about where to position their phones for the best lighting

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Published: 5:45pm, 22 Aug 2020Updated: 5:21pm, 23 Aug 2020

The coronavirus pandemic has accelerated a power shift in the fashion and advertising world, with models and influencers by necessity wielding more control over their own images during remote photo and video shoots.

Modelling agencies are calling for companies to ship clothes directly to models, advertisers are crowdsourcing video campaigns, and creative directors are finding innovative ways to pick their best shots over Zoom.

Julia Haart says her Elite World Group, which manages over 4,000 models globally, pivoted at the height of the pandemic to survive when traditional shoots were impossible, due to travel restrictions and social distancing.

She reached out directly to brands like Urban Outfitters, Zara and Madewell, urging them to send clothes, jewellery and handbags to her models. And she called on models to show off their personalities when shooting products themselves.

French model Héloïse Guérin during a photo shoot taken by her husband, Victor Demarchelier. Photo: Victor Demarchelier/Elite World via AP

“Think of the traditional model world, who ran the world. It was photographers, videographers, it was the editors of magazines,” she said. “Now, with social media, with the digital space, it’s the talent who goes directly to the people. It has democratised fashion.”