Chanel opted for a fresh face to represent their resort line, replacing Claudia Schiffer with 21-year-old Heidi Mount. The Salt Lake City native made her big ebut at Paris Fashion Week when she both opened and close for Karl Lagerfeld's show.
Karl has demonstrated a huge liking for the young model, even choosing to photograph her himself for Harper’s Bazaar and Numéro magazines. Scoring the Chanel resort gig marks Heidi Mount's first major campaign.
Claudia Schiffer was the face of Chanel back in the 90s too, but last time Lagerfeld filled her shoes with Stella Tennant. At that time, Schiffer expressed some anger issues as a public feud regarding the replacement.
The original supermodels looked like they were making a comeback for a while, but with Claudia out of the picture again, this could actually mark the end of the Supermodel era.
End of The Supermodel Era
Chanel Replaces Claudia Schiffer With Heidi Mount
Trend Themes
1. Fresh-faced Representation - The trend of fashion brands opting for younger, lesser-known models to represent their lines opens up opportunities for undiscovered talent and fresh perspectives in the industry.
2. Shifting Supermodel Standards - The gradual phasing out of iconic supermodels like Claudia Schiffer marks a shift in the fashion industry's perception of beauty and a chance for more diverse and inclusive representations of fashion.
3. Personalized Photography - With Karl Lagerfeld choosing to personally photograph up-and-coming models like Heidi Mount, there is a growing trend of fashion photographers taking a more active role in shaping the image of brands, offering unique and personalized perspectives.
Industry Implications
1. Fashion Modeling - The fashion modeling industry needs to adapt to evolving standards and embrace the trend of discovering and promoting fresh faces to capture the attention of consumers and stay relevant.
2. Fashion Photography - The field of fashion photography presents disruptive innovation opportunities as photographers take on a more hands-on role in shaping brand imagery, adding a personal touch and unique visions that resonate with audiences.
3. Fashion Marketing - The shift in supermodel standards provides an opportunity for fashion marketers to explore more diverse representation, tapping into new market segments and embracing inclusivity to captivate a wider audience.