Why Not Smile The Fashion Models?

Why Not Smile The Fashion Models?
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If there is a question that the uninitiated in fashion are repeated again and again is the of Why not smile models. The serious faces have always been a trend on the catwalk, and in recent years, has been also extended to the photographic models. But, What is the reason for the long faces of the models?

The idea of uploading to the catwalk models with long faces?

According to an article in Newsweek, the origin of this trend goes back many years ago. In particular, to the Victorian era (19th century), which became fashionable the cartes de visit, some which proliferated with the invention of photography and cards that were given in different events and social visits. Therein, it was essential to show a serious countenance, with what is called ‘aristocratic disdain’. The best known are those of own Queen Victoria, who was not exactly famous for giving smiles to the camera.

John Berger, author of Ways of Seeing, says that fashion acquired the most haughty look of those faces of disdain and used it in their favor. Explained in another way: a smile is always a gesture of welcome, cordiality, equalization, while a serious and disdainful gesture seems to indicate superiority, causing envy on those who watch it. And jealousy and superiority are features that sold in the fashion industry.

On the other hand, the sociologist Erving Goffman talks about It transmits the facial expression in situations of serious risk to our lives. For example, the ability to maintain firm and serious, without going into panic, a disaster. That feeling of firmness and determination also is something that the big brands want to convey through their images and parades… and another reason why models should not smile.

Another reason why is preferred to models without smiles on the runways is that attention should be focused on the clothes. A smiling model may seem transmitting some kind of feeling toward garments that looks and, in any case, always call the attention of the viewer more than a serious and neutral face. It is as if, somehow, they should made invisible to give centre stage to the collection presenting.

Status or effectiveness?

An article in Enjoy Your Style puts the focus on the difference between selling status and selling effectiveness. A spot of a shampoo, for example, seeks to the effectiveness of a product. The same applies to any article of daily use: detergent, buffer, a car even. And there are all smiles.

However, in the world of fashion, sold status. A status that provokes feelings in the buyer, None of which includes the sympathy for who already has it (represented, at that time, by the model). Therefore, it should be firm, cold, serious, distant and marketing has been effective.

Think professional

Claudia Schiffer, a generation of top models of the 90s icon, told Reuters several years ago that, after (just) that generation, the fashion world had changed. «What is now well seen in the world of fashion is that the models do not show no emotion. The fashion, not the models takes the center stage on the catwalk. In the 90s, people wanted to see us. Now, only want to see a job well done in terms of collections».

Irina Kulikova, in the same article, declared that many designers ask more seriously if the collection is especially dark or if the pattern is too young, since a smile It could transmit a freshness and innocence to come at odds with what the collection attempts to transmit.

Didier Grumbach, creative and former President of the French fashion Federation, summed it up simply: «»If the models smile, people see their smiles. If they do not, they see their dresses».

The curious case of the models of Zara (and the rest of the web shopping)

While, on the catwalks, the serious faces are strict standard in photography, at least until a few years ago, there was something more variety. But then came Zara and it revolutionized everything. Well, actually, who revolutionized it was Alicia Santiago, the blog takes care of your image, that, last year, wrote an entry about the attitude of the models of Zara in photos that became viral. With comments as that they appear to have lost a contact lens or that they are in a hospital waiting for a medical test, the blogger not only made laugh to those who read it, they put the spotlight on the expressions of the models, halfway between distress and misunderstanding.

But, although it has been used to taunt, is not Zara the only serious expressions of the models used. Since the purchases by internet was popularized, most online shopping websites use models with these features in your photos. Perhaps a legacy of Anna Wintour, known worldwide for his countenance always circumspect, who, as we all know, just dialing from throne of Vogue global fashion trends.

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