Supermodel Marketing as Legitimacy Play

“H&M begins to hire so-called supermodels, exclusive photo models with the same aura as movie stars. And with equally high fees. Instead of Prada, Gucci, and Louis Vuitton, these women will now showcase H&M's low-cost fashion. And it will be light clothing for Christmas.”

“The first out as Christmas model is Elle Macpherson, who in the fashion industry is nicknamed "The Body". Yes, the whole "big six" of supermodels - Elle Macpherson, Cindy Crawford, Naomi Campbell, Claudia Schiffer, Christy Turlington, and Linda Evangelista - are doing H&M campaigns. That Elle Macpherson is the first out is a decision made by Stefan Persson himself, he says in an interview a few years later. He mentions that he first falls for a woman's eyes. "From them comes warmth, humor, and radiance." The interview is conducted after his divorce from Pamela, and he comments on the separation with an openness that is unusual for him.[44](private://read/01jas9tvg84jycb27616w1f9k8/#note-44)”