Broad smiles on Vogue, toothy grins on the catwalk: why ARE models so chirpy these days
A most unusual and unexpected phenomenon has come to light. Models, they of the so-hungry-I-can't-smile breed, have cheered up.
This month's Vogue was the ultimate proof. Model Arizona Muse's smiled out from the cover of the February issue, her brightly painted lips framing a pearly white grin.
Tatler's February issue, featuring the Duchess of Cambridge (cleverly used to look as though Kate had sat for the magazine, which she most certainly did not) showed a healthy, happy smile.
Reese Witherspoon is smiling on the front of the latest Elle magazine (kind of; there are no teeth, but an unmistakeably cheery demeanor).
Smiling: Arizona Muse on the cover of Vogue magazine
The list goes on: The supers (Naomi Campbell, Cindy Crawford, Eva Herzigova and Yasmin Le Bon) were shot cracking up on the cover of December's Harper's Bazaar (only Helena Christensen smouldered on).
Kelly Rowland and Jessica Ennis on Marie Claire UK: Both grinning away. Lady Gaga beams out from the cover of Vanity Fair's January issue.
Advertising campaigns including Bally and Bottega Veneta star models with impossibly contagious smiles.
The catwalks have embraced this cheerful new disposition too. The Victoria's Secret girls strode down the runway recently with cheerful Cheshire Cat grins. Of course, their goddess-like figures mean they have plenty to smile about – but nevertheless, it's bold move to eschew the end-of-runway snarl for a beaming smile. And guess what Consumers love it.
'We're tired of seeing models pouting out at us from the pages or in catwalk shots,' say consumer experts at fashion website fashionfreude.com
Happy: Kate, the Duchess of Cambridge, on Tatler; right, Lady Gaga grinning on Vanity Fair's cover
Ecstatic: The Supers (Yasmin le Bon, Helena Christensen, Cindy Crawford, Naomi Campbell and Eva Herzigova on Harper's Bazaar
'Back in the 50s and 60s, even into the 70s and 80s, models would frequently smile for their cover shots.
The trend for that fierce, sullen look was popularised in the 90s along with heroin chic, and we've hardly looked back since.'
'But lately, the model industry has had a lot of cleaning up to do thanks to its previous reliance on too young, too thin, unhealthy models.
'The trend right now is for healthy,
happy and more grown-up models – not the scrawny, miserable ones that have been sent down the
catwalks for the past decade. Long may it last.'
British Vogue editor Alexandra Shulman, she who put the smiling Arizona Muse on the cover of her magazine, says the use of smiling models is an important tool for cheering up consumers in what are difficult times.
Talking to the Guardian newspaper, she said: Smiling – doesn't cost anything Does it'
'There's so much bad news around. I
imagine a lot of people have thought similarly, that anything you can do
to dispel the glums is welcome.'
Approachable: Victoria's Secret Angel Miranda Kerr is famous for her winning smile. 'It gives her girl-next-door appeal,' say fashionfreude.com
From a commercial point of view, having models smiling warmly can not just boost the mood: it can boost sales too.
'When companies like Victoria's Secret use happy, smiling girls it's a very conscious decision,' fashionfreude.com added.
'It makes a brand far more accessible. Victoria's Secret are onto a great thing – they are leading the way in using some of the world's most beautiful women for their campaigns, but having them come across as friendly and approachable.
'The Victoria's Secret girls have
unattainable bodies as far as most women are concerned, but those smiles
make them likeable.'
'If women as stunning as Miranda Kerr, Alessandra Ambrosio or Heidi Klum were always pouting they'd get endless criticism for being cold and miserable. In reality, they are incredibly well liked.
'Men love the Angels for obvious reasons, but women love them too. It's a win-win situation.'
Cheerful: Miranda Kerr and Julia Stegner beaming out for Bally
Joyful: A smiling model helps lift the glums, says Vogue editor Alexandra Shulman