It's not easy to be a supermodel [Comprehensive British American American Entertainment]

Letty's endorsement contracts with Gucci and CK expired in May, and both brands chose to renew their contracts with her until the end of the year.

Strictly speaking, Gucci and CK did not renew their contract with her, but upgraded the original glasses series and underwear series endorsement to the main line endorsement, and signed another endorsement contract again.

CK's decision to endorse her as the mainline spokesperson was actually unexpected by Martin, because it is not easy to become a "CK girl". CK signed a four-year contract with the current full-line spokesperson Natalie Vodianova. Moreover, CK, who has a more commercial approach, likes to find popular singers to endorse him.

This is probably because Leti won two honors, MDC First Miss and Model of the Year, which greatly increased her worth, and the effect she brought to the brand in the last quarter was good. In view of the good cooperation experience this time Looking at it, they believe that Letty will be an excellent spokesperson and are willing to establish more in-depth cooperation.

In this way, among the main lines of the six major blue bloods (including the main line in LV's full-line endorsement), she has LV, Gucci and CK as endorsements, but there is still a gap between the six majors.

The six brands have different requirements for their models, so few models can represent more than half of the brands in the six brands.

American supermodel Angela Lindelwald is one of them, and she is also the only model who is closest to the top six—she endorses five main lines and one sub-line, and this sub-line belongs to CK, and even she failed to win One can imagine how difficult it is to get the mainline endorsement.

But for Letty, Dior is probably the most difficult thing to deal with. Her style is the most different from this brand, and Pirate Lord doesn’t like her very much. To get Dior’s endorsement is not just a matter of hard work. Sixth, first of all, the pirate master must like her.

Gucci offered an endorsement fee of 120 million in the first quarter, and CK was what Letty and Martin naturally wanted, but one of the additional conditions in CK's contract was a bit surprising.

CK hopes that Letty can regularly post tweets promoting CK products on Twitter.

As far as Martin knew, Letty was the first model in the history of modeling to sign a contract with such a clause.

In the past, the work of models was nothing more than catwalks and shootings, but since the rise of Letty, models have added another job to their work-running their own social media.

When social media such as Facebook and Twitter first appeared, the fashion industry labeled them as "unpopular", thinking that models only need to do a good job in catwalks and shooting, but as more and more users, social media The influence of the media has gradually expanded, and it has become a platform for people to obtain and release information-communication, and they have also brought some changes to the fashion industry.

Each brand has opened its own official account as a channel to communicate with people, build a brand image and promote the brand's philosophy. More importantly, these luxury brands need to be "reformed".

People's understanding of luxury brands is almost "old and expensive". In contrast, they prefer some young luxury fashion brands, such as "Off-white" and "Supreme". Luxury brands want to open up the youth market, you have to seek the help of social media, the favorite of young people, especially after seeing the "results" of Leticia Lopez and Versace.

The reason for the unprecedented success of VersaceJeans' price reduction products is not just Leticia, Versace's publicity is also a key part.of

In recent months, Versace has actively promoted on the platforms that young people like to use, especially Facebook and Twitter. At least one new post will be published every day to arouse their attention. Instead, it will be placed in TV commercials, fashion magazines and There are not many resources in the traditional hard publicity of newspapers.

Now, everyone sees the power of social media, and its cost is much lower than advertising.

But adding this stipulation to the contract is really the first time this has happened in the fashion industry, and after the news spread, other brands have seriously considered it.

Tweeting as part of your job?

"The times have really changed." When Benjamin Faison saw the news, this was the first thought that popped up.

His friend came over, glanced at the manuscript Benjamin was typing, and said exaggeratedly: "'Epoch-making supermodel'? Dude, you're exaggerating too much, even if you really like this girl, you don't want to take it too seriously." Touted? Comparing her to people like Gisele Bundchen and Kate Moss? You're going to get complaints from readers of The New York Times."

Benjamin just smiled and said: "She is not mature enough now, but don't forget that she is only 20 years old. Is there any supermodel who can surpass her achievements at this age? Isn't she more popular than Hollywood actresses now? Moo not only refers to the show master who dominates the fashion week, but also means that she has the power of a star and injects this power into the brand or marketing plan."

The friend said: "Well, Leticia's red is indeed very red, but it's also because of her boyfriend."

"The fashion industry is already changing, whether you have noticed it or not, this is a fact." Benjamin shook his head and said, "The previous supermodels relied on magazines or commercials, and catwalks, and finally established their popularity over time. , climbed to the top of the pyramid in the model circle, but what about her? Leticia's popularity is not accidental, she has embarked on a completely different way to become famous as a new generation of supermodel, using her own conditions, not HF materials but can be in HF It is very popular, and at the same time has a very high commercial value. Maybe she is not qualified to stand side by side with Kate Moss, but CK's move this time clearly stated that to measure a model's status in the industry and ability to attract money, in addition to In addition to appearance conditions, it also depends on the activity of social media, which is unprecedented—”

He smiled slightly, "This girl is changing the industry chain of the modeling industry bit by bit."

Benjamin's friend nodded half-knowingly. He is not an insider, so he doesn't quite understand.

Benjamin didn’t mean that Letty didn’t build up her reputation over time. Her starting point was the same as everyone else’s. She didn’t have celebrity parents or a wealthy family background. Apart from her excellent steps, she was able to become famous so quickly because of “marketing herself”.

Compared with accumulating experience from shows and shootings, she chose a faster path—using social media to gain fans, going on talk shows to increase her popularity, and goingssip or dating with celebrities to gain exposure. She always has a lot of The endless topics are not only concerned by the fashion industry, but also by the outside world.

And one of the special factors for Leticia's success is that she has outstanding strength, otherwise she won't be popular no matter how hyped.

The fashion industry generally agrees that the five supermodels, Kate Moss and Gisele Bundchen are epoch-making supermodels. The five supermodels have opened the golden age of supermodels. Kate Moss alone dominates the fashion industry, making morbid beauty all the rage. Gisele Bundchen symbolized the end of the "Kate Moss Era" and set off a wave of healthy beauty.

The scary thing about Giselle is that she has been popular for almost nine years since she became popular in 1998, and her influence is evident.

Some people also list Gemma Ward as an epoch-making supermodel, because she symbolizes the rise of baby-faced female models, but her grades are not as good as those above. It's a pity that it was snatched by Letty.

It is a recognized fact that the current supermodel industry is gradually declining. It is difficult to achieve the grand occasion like the 90s-the supermodel golden age can compete with Hollywood movie stars. The supermodels of that era can be compared with Hollywood actresses. .

One of the top five supermodels, Claudia Schiffer, known as the "real Barbie doll", once said that Gisele Bundchen was the last supermodel.

There will be no supermodels since the turn of the millennium.

why would you say so?In the past, supermodels occupied billboards, magazine covers, beauty and fragrance advertisements, tabloids, gossip magazines, and popular TV shows, but now people are keen to use movie stars and singers.

Even the later KK, Gemma, Dalia Woboi and Natalie Vodianova could not reach the heights of Gisele. They all have excellent results in the HF field, but they all lack Influence.

And Letty herself has excellent HF and business achievements, and has a huge influence—whatever she endorses is popular, she has retained Versace's sales by herself, and the joint foundation with Maybelline is hot, and the media's attention to her No less than Keira Knightley, these are things Dalia and others can't do.

Gisele is the only one who can get along well in both HF and business. At present, she is also the first female model who can compete with Hollywood stars for influence after Giselle.

She used social media to shape her image, and was admired and sought after by her peers, and was also favored by business because of this, regaining the right to speak and appeal in fashion that was robbed by stars in the entertainment industry.

After Leticia came along, fashion was no longer seen as just an industry, but fashion entertainment, so people wanted celebrity models, and they needed more “Leticia López.”

The modeling industry is no longer what it used to be and must change to welcome the new generation.

Benjamin had a vague feeling that the way the fashion industry operates has begun to change, and it can be said that most of this change was brought about by Letty.

She represents the rise of a new generation of supermodels, ushering in another era.

……

"I was really shocked when I saw your private message, 'that Leticia Lopez who didn't pay attention to me came back to me'?"

Sitting across from the brunette girl was a blonde woman covered in famous brands and heavy makeup——Paris Hilton showed an inexplicable smile.

If someone who knows them sees this pair, they will be frightened to think that they are dazzled——Leeticia Lopez and Paris Hilton actually dine together? !

"I made an appointment with you just to clear up this misunderstanding." Letty smiled, then toasted her.

She quietly looked at the blond girl across from her. Paris's facial features could not be described as beautiful. It is said that she has undergone plastic surgery—most celebrities have undergone plastic surgery, and the makeup technology made her outline much more refined.

Paris cut off a small piece of steak and put it in her mouth. It seems that she is not on a diet like Letty, but she should have exercised her body. She is not as good as Letty who is a model, but she is better than the average person.

It is true that she did something wrong when she snubbed people before, and she herself has to admit that after she became famous, she became a little arrogant. Even if she didn't know Paris well, she should entertain her, even if it wasn't sincere.

Martin had told her about it before, but she hadn't listened to it, and now she was paying the price for her arrogance.

Although Letty is not afraid of Paris, she is someone to be guarded against. Letty doesn't know if Paris just launched her swimsuit purely to carry her, or if she had this plan in the first place, no matter which one might be against her. hinder future careers.

So Letty sent her a private message on Twitter, asking her to speak out to avoid unnecessary trouble.

"I didn't mean to target you on purpose, but you know, I have a fixed circle, and I don't want to be enemies because we can't be friends." She said in a low voice.

The eldest lady of Hilton took a sip of red wine and admitted generously, "It seems that you already know that, yes, I am indeed planning to launch my own products, but don't get me wrong, I have been planning this matter for a long time, no matter I'll do it without you, and grabbing your order is just incidental, it's a kind of revenge."

Letty smiled instead of anger, and raised her eyebrows with interest, "I want to know, why did you come to me in the first place?"

"Why don't you understand? Those of us rely on our friendship with different celebrities to maintain our popularity. This kind of friendship is hypocritical, but we can't live without it." The blonde shrugged, "And you are a popular supermodel , Tony Stark's girlfriend, no one is more qualified to be my friend than you, and Kim Kardashian is not as good as one of your toes."

Kim Kardashian is a friend of Paris—or rather, a follower, who often follows Paris to help her carry her handbags and do errands, but Paris is very mean to her, and often says on the show or to the media She is not good, so Jin was given an alias by the media - Cinderella.

A flash of surprise flashed in the eyes of the brunette girl. Paris seemed to be a red-hot person, but she also had a smart mind, not some brainless blonde.

Letty glanced at the nearby people for a week without any trace, and tentatively asked: "So I guess, the scene of us eating together has been photographed by the paparazzi?"

"That's right, the camera is at your three o'clock direction." Paris said humorously, "Don't worry, the paparazzi I contacted have very good shooting skills, and there won't be any ugly photos out. It will be on the headlines of the tabloids."

Well, she was really being used—Letty thought, Paris agreed so readily, she had thought that the other party might have some other purpose.

"I was invited this time not only to make headlines, but also to tell you that it was your misfortune to meet me. You must either give in, or be prepared to steal customers from me. But—" Paris' eyes With a sharp light, "You still have a third choice, and that is to cooperate with me. We will jointly hype and make a lot of money together."

"I have to admit, this sounds like a tempting proposition." Letty replied without much thought, "But I'm sorry to refuse."

Paris narrowed her eyes.

She said proudly: "You have your supermodel friends, and I also have my celebrity friends; you have a superhero boyfriend, and I also have my family -- Lopez, who has more influence between you and me? Let our brand speak for us."

Letty needs to hire some female models to shoot catalogs and advertisements. Doesn't she know a group of excellent female models?So she came up with the idea of ​​looking for her friends to shoot swimsuit advertisements for LetitiaL. Lima and the others expressed their willingness, but now it seems that Paris also has the same plan, looking for her "girlfriends" to promote the brand.

As the most famous one in the socialite circle, Paris knew quite a few celebrities. Not only was she backed by the entire Hilton family, even the famous Hollywood movie star Elizabeth Taylor was related to her because of her in-law relationship.

Celebrity circle VS. supermodel circle, this is destined to be a fierce battle!