With all the rise of the smart phone, and instant access to the Internet, there has been a huge embrace up-and-coming starlets taking to social media marketing, using high-tech tools and modeling agencies to self-promote their individual brand and aesthetic to an ever-receptive, always on-line audience. But there’s a rising group of models gathering their fair share of the action, particularly on Instagram, namely baby models!
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For ambitious musicians like Lily Allan, social tools like Instagram, Twitter and Snapchat have been priceless in creating awareness of their modelling talents. Self-publishing tools offering current, instant access to fans around the globe possess allowed rising stars to build their particular brand, create a personal and accessible identity, and led to a strong military of online followers who hang on their every move.
For the Kardashian-Jenner crew et al, this has translated into a constant fascination with their everyday wardrobe, make-up, hair and components. With audiences fully engaged with the latest star looks online, it is easy to monetise their social media existence via endorsements and sponsorship offers. The smartest high fashion brand names are clamouring to dress social media stars, promoting their goods to fans desperate to emulate the latest trends – often before they have already even hit the catwalk.
Using this tried and tested method winning the twenty-something modeling pack contracts with the fashion houses, and grabbing media headlines around the world, another group of aspiring models is jumping on the social media bandwagon – many before they’ve even got the motor skills to do so.
The latest trend on social media is the rise of the instamom – self-styled social media stage mums – using Instagram to increase their youngsters’ baby modelling profiles and find modelling work. And so far it seems to be operating.
With the most successful Instagram baby models like 4-year-old London Scout offering more than 105, 000 followers plus Alonso Mateo with a staggering six hundred, 000 followers, high fashion brands are bending over backwards to get these little trendsetting models presenting their latest lines. Indeed, younger Alonso recently attended his initial Fashion Week in Paris, getting the headlines at the Dior show.
What is it that compels these mother and father to so carefully curate these photos for a worldwide audience? It’s natural for parents to take regular family snaps of their child as they grow up, but these staged shots – with professional photographers, lighting plus carefully selected clothing stories – put their child in the spotlight. For exactly what end?
Apart from attracting the early interest of modelling agencies, many parents are in it for the perks, with the style industry and online stores providing their own latest lines for free in exchange for an endorsement on a busy Instagram give food to. Keira Cannon, mum to 5 year old Princeton – whose Instagram following has reached almost seven, 000 users – cites shopping discounts, samples of the latest designs and cash fees per shoot. The lady reports that little Princeton “kind of loves [the attention]. inch
Princeton’s dad, Sai Roberts, is more cautious. He says, “There a few concerns in the sense that if it was to obtain out of hand, but so far it’s really already been a positive experience. I’m very very pleased that he’s getting exposure, and am hope he’s able to use that will for his own creative flair and voice as he grows older. inch
Whilst followers on the children’s’ Instagram feeds are mainly positive and inspirational, there are of courses sounds of concern at the potential dangers of exposing youngsters to such intensive scrutiny and high aesthetic standards at a young age.
Many argue that these shoots are objectifying the children, and creating long term ramifications for the children who may struggle to understand why they are being celebrated only for physical appearance. Several professionals compare the instamoms presenting their children in the digital world to stage mums normally associated with beauty pageants.
Ginger Clark, Psychologist and Professor of Clinical Education in the University of Southern California, says on the subject baby modelling, “Not every single kid is going to have this experience, but it runs the risk of giving the child the sense that they are a commodity in your eyes, ” she said. “You have to be extra careful to make sure the particular messages you’re giving your child are usually ‘This is for fun, this is dress-up. ‘ But when you’re hiring your own personal photographer and modelling agency, it becomes more commercialised. “