Launchmetrics has published an overview of the 25 most influential models in 2021. The data and technology company used its proprietary Media Impact Value metric to compile the list. The value results from the analysis of quantitative and qualitative data and determines the degree of media impact of influencer marketing actions on a brand image.
The ranking shows that turn-of-the-century models like Kate Moss and Naomi Campbell still have a significant impact – but the new generation of models, who rose to prominence between 2010 and 2020 and are often very present on social media, are also making waves List numerous represented.
Models or influencers?
Spearheading the most influential models are Kendall Jenner, Hailey Bieber, Hadid sisters Gigi and Bella, and Chrissy Teigen. With a following of between 229 million and 37.4 million people, they have a significant influence on social media. Another thing the models in the top five places have in common: they all got into the modeling business in a roundabout way – whether through vitamin B, showbiz careers or following in the footsteps of the model mother. Even before the start of their modeling careers, the five women had a certain reach on social channels.
’90s supermodels and Victoria’s Secret angels
In keeping with the revivals of the ’90s and Y2 aesthetic, it’s no wonder that turn-of-the-century supermodels still enjoy high media impact. Along with Naomi Campbell at number eight, Claudia Schiffer at number 22, Tyra Banks at number 19 and Kate Moss at number 18, the list also includes Heidi Klum, Adriana Lima, Candice Swanepoel, Miranda Kerr and Rosie Huntington-Whiteley. Many of them found their career highlights through the now discredited Victoria’s Secret fashion shows – although the fashion show is no longer held, the ‘Angels’ still enjoy a wide reach in the fashion industry.
Room for improvement in diversity
The majority of the 25 models listed correspond to the classic beauty ideals of the 2010s – tall, slim and white. Only Ashley Graham, one of the most successful plus-size models in the world, and Winnie Harlow, who has a high recognition value due to a pigment disorder, provide some diversity in ninth and 21st place. Two black models are represented with Naomi Campbell and Tyra Banks. Alessandra Ambrosio and Adriana Lima represent the South American continent. Despite the increasing diversity on the catwalk, there are no women of Asian or African descent among the 25 most influential models – which shows how much is still to change.