"It's the new ad space," said Erin Lucas, managing partner of The Industry Model Management, of the significance of social media to her clients' career trajectories. "The shift I've seen is that the budget allocations within every fashion or beauty brand you could possibly think of are being allocated more and more on the social media side, and it's not just to branded social media, it's also to paid social media."
"I really wanted to take models that are currently on our roster and support them on the social media side," she went on. "They're posting to post, and now we're gonna post with a certain level of consciousness and a certain level of goal orientation that is vertical to their modeling career."
Brands are looking for 'authenticity, approachability, relatability,' she added. 'Also someone whose voice resonates with their customer's voice.'
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