The term “supermodel” became synonymous with glamour and success in the 1990s, representing a new era in fashion where models weren’t just faces in magazines—they became household names. Figures like Naomi Campbell, Cindy Crawford, Linda Evangelista, and Claudia Schiffer dominated the runways, graced countless magazine covers, and helped shape global pop culture. These women were not only fashion icons but also powerful influencers who transcended the runway, becoming part of the mainstream consciousness. Let’s dive into how the rise of supermodels in the 90s changed the fashion world and their lasting impact on pop culture today.
How Did Supermodels Rise to Fame in the 90s?
The 1990s marked a shift in the fashion industry when models began gaining the kind of fame previously reserved for Hollywood stars and musicians. The rise of the “supermodel” can be traced to several pivotal moments. One key event was the collaboration between Gianni Versace and a group of models who would go on to define the decade. During Versace’s 1991 Fall/Winter fashion show in Milan, models Naomi Campbell, Linda Evangelista, Christy Turlington, and Cindy Crawford famously walked down the runway arm-in-arm to the tune of George Michael’s “Freedom! ’90.” This moment cemented their status not only as top models but as superstars in their own right.
Magazines, especially Vogue and Harper’s Bazaar, further contributed to the rise of supermodels by consistently featuring them on their covers. These models weren’t just walking the runway or appearing in advertisements—they were being interviewed, photographed, and written about like celebrities. In fact, supermodels like Cindy Crawford even transitioned to television, as Crawford became the host of MTV’s “House of Style,” a show that gave the public an inside look at the fashion industry and further expanded the influence of these models beyond the runway.
The 90s supermodels were also highly versatile, gracing the pages of high-fashion editorials while appearing in commercial campaigns for global brands. Their ability to straddle both worlds—luxury and mainstream—allowed them to appeal to a wide audience, which solidified their status as global icons.
What Was the Impact of Supermodels on Pop Culture?
The influence of 90s supermodels extended far beyond the world of fashion. These women became pop culture phenomena, with their faces recognized by millions around the world. Supermodels were seen on everything from magazine covers to music videos, and their personal lives became a subject of public fascination, much like movie stars. Naomi Campbell, for example, starred in George Michael’s famous “Freedom! ’90” video alongside her fellow supermodels, which further solidified their status as cultural icons.
Supermodels also set new standards of beauty, impacting not just the fashion world but also the broader media landscape. Their looks, style, and personalities became the blueprint for what was considered desirable. This influence permeated television, film, and even everyday fashion trends. The hairstyles, makeup, and outfits worn by supermodels were emulated by millions, showing just how influential they had become in shaping beauty and style standards of the time.
Their role as influencers before the rise of social media also meant that they were powerful forces in marketing. Companies clamored to have supermodels represent their brands, as their endorsements could lead to massive boosts in sales. Cindy Crawford’s iconic Pepsi commercial during the 1992 Super Bowl is a perfect example of how these models became intertwined with pop culture and major global brands.
Moreover, these models began to redefine what it meant to be a fashion icon. They were not just mannequins for designers’ clothes; they had distinct personalities and voices. Models like Linda Evangelista were famously known for setting high professional standards, with Evangelista’s quote, “We don’t wake up for less than $10,000 a day,” reflecting the immense demand for their presence. Supermodels held agency over their careers in ways that models before them had not, and they wielded significant influence over fashion industry decisions.
Why Do 90s Supermodels Still Have a Lasting Impact Today?
Though the 90s supermodel era may have passed, the legacy of figures like Naomi Campbell, Cindy Crawford, and others still resonates in today’s fashion world. These models laid the groundwork for the celebrity model culture we see today, where models such as Gigi Hadid and Kendall Jenner have enormous followings on social media and are as much celebrities as they are fashion icons. The global fame achieved by the 90s supermodels paved the way for today’s models to have not just careers in fashion but also platforms for activism, entrepreneurship, and entertainment.
Furthermore, the concept of the “supermodel” introduced in the 90s redefined what it means to be a top model. It wasn’t just about walking the runway—it was about branding, media presence, and personal influence. Models now are expected to have more than just a great look; they need to have a personality and a voice that resonates with a broader audience.
The impact of supermodels also continues in the way fashion brands market themselves. The use of models in global campaigns, not just for their looks but for the associations they bring, is a strategy that was perfected during the supermodel era. Iconic brands still seek out top models not just to showcase their designs but to align themselves with the prestige and influence that comes with having a recognizable face represent them.
In conclusion, the rise of supermodels in the 90s was a cultural shift that had lasting effects on the fashion world and pop culture as a whole. Figures like Naomi Campbell and Cindy Crawford became icons, breaking through the confines of fashion and into mainstream culture. Their influence can still be seen today, with the concept of the supermodel evolving but never disappearing, continuing to shape the fashion industry and pop culture alike.
