 Do
you feel that certain models have the ability to move more product
than others?
Absolutely.
I always check which models major U.S. advertisers book (e.g., Gap,
Banana Republic, Levi's, Express, Victoria's Secret, Maybelline,
Revlon). A model who has an advertisement in Jane, LUCKY, Vogue,
and Nylon in the same month clearly can speak to many different
demographics of female readers. LUCKY cover models are good examples
of this. They can sell a lipstick, handbag, diamond necklace, and
pair of jeans to millions of women all at the same time.
What
is it about those models that give them this ability?
Classic
commercial models have this ability. Their faces are open and their
smiles are welcoming - they look appealing in all their photos regardless
of clothing style and facial expression (say, laughing vs. pouty).
They are beautiful with any haircut, any makeup, and they have perfect
measurements for their body type. These models will work for decades
because their looks continually help retailers sell products.
It's
great how personal the product choices are in LUCKY. How do you
balance the politics of advertisers with the tastes of your editors?
Great
question. The editors consider advertisers and non-advertisers when
selecting items for LUCKY. The pages highlight something for everyone,
so a diverse selection of brands is included on every page. More
importantly, LUCKY editors suggest items, rather than dictate them
to the readers, offering multiple choices for readers' individual
styles. Advertisers have responded so well to this "LUCKY formula"
that they have even created print campaigns similar to the editorial
pages of LUCKY, offering products "Under $100" or "Must
Haves" for the season.
One
thing we always talk about is the endless duel between "commercial"
and "editorial." How do you go about resolving it
in your casting?
Years
ago, there was quite a difference between commercial and editorial.
Today, you often see Vogue cover models in Sports Illustrated
and Victoria's Secret models in ID magazine. Hence, the line
between commercial and editorial modeling is very blurred.
During LUCKY castings, I rarely differentiate between the
two. I look for models with beautiful skin and hair, great
smiles, good body proportions, and a good portfolio - one
that contains photos similar to those in LUCKY.
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"To
get in and stay in the modeling business, check out MODELS.com,
the best and only resource of model information!"
|
Add MDC to the list of publications influenced by LUCKY. Thanks
to you guys we're starting a new product column called The One Thing.
The Single Divine Must Have Object Of The Moment.
I love
that - can't wait to read about "The One Thing I Must Have."
I have
to say the feeling is mutual. I get many letters and phone calls
from readers asking how they can model in the pages of LUCKY. My
response has always been the same: To get in and stay in the modeling
business, check out MODELS.com, the best and only resource of model
information!
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