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09 June 2023

Instagram’s model army: Nadia Rahmat, Kristina Pimenova lead


A photo posted by Nadia (@skinnykatwoman) on

US fashion giant Marc Jacobs posted a casting call for its Spring/Summer 2015 campaign on Instagram, which was won by Singaporean Nadia Rahmat.


A photo posted by Nadia (@skinnykatwoman) on

Rahmat said: "I don't think I would have received the opportunity if not for social media. It is a revolutionary platform."

At the extreme end of the spectrum, 10-year-old Russian "supermodel" Kristina Pimenova has 1.3 million Instagram followers and 4.0 million fans on Facebook.

Leading agencies such as IMG, Elite and Nevs and fashion houses including Marc Jacobs have all taken to sites such as photo-sharing service Instagram to recruit models, revolutionising the business.

A photo posted by We Love Your Genes (#WLYG) (@weloveyourgenes) on

IMG's campaign ‘We Love Your Genes’, in which aspiring catwalk stars are invited to post pictures on Instagram, has attracted over 100,000 followers and led to the agency signing up models from "around the globe".

"We've signed girls from around the globe -- sisters, friends, friends of friends, and friends of friends of other friends -- and you're on our radar," IMG said.