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This Year's Model"Fashion, Media, and the Making of Glamour"$
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Elizabeth A. Wissinger

Print publication date: 2015

Print ISBN-13: 9780814794180

Published to NYU Press Scholarship Online: September 2016

DOI: 10.18574/nyu/9780814794180.001.0001

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Supermodels of the World

Supermodels of the World

Living the Life

(p.35) 1 Supermodels of the World
This Year's Model

Elizabeth A. Wissinger

NYU Press

I describe in this chapter how the increased effort to harness hard-to-manage forms of “affective” energy accelerated the demand for models to sell brands and how eventually, in the form of the supermodels, models became brands themselves. The inauguration of the supermodels brought the transition from a girl who models to the 24/7 supermodel icon and the supermodels who became the quintessential glamour laborers who were never off duty. Facilitated by newly far flung webs of cable television and high-speed communications, the supermodels became household names. This transition laid the groundwork for the rise of mass fashion and the spread of glamour labor to the general populace. Prior to the regime of the blink, the fashion show, for instance, was nothing like the branded dazzle with which we are currently familiar.

Keywords:   Branding, Supermodels, Biopower of beauty, Globalization, Fashion, Affect, Fashion models, Digitization digital culture, Glamour labor

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