Martha Gill is underwhelmed by Betabrand’s use of PhDs as
runway clothing models:
‘Hey ladies, you might have PhDs, but really you all want to be models’
Is there no job you don’t need a ludicrous set of qualifications for nowadays? Clothing company PhD, in a fairly ill-defined attempt to, I don’t know, raise awareness or something, have hit upon a novel concept for a fashion shoot: recruiting only models with PhDs.
“Our designers cooked up a collection of smart fashions for spring, so why not display them on the bodies of women with really big brains?” founder Chris Lindland said in a statement. Supporters have greeted it as a feminist move, saying it helps to promote “different kinds of female role models”.
Hmmm. Does it? I’m really not so sure that it does.
I mean, I see what they’re trying to do. They are trying to broaden the public’s idea of models, make them more representative, and show that being intelligent is something to aspire to, too. They just haven’t managed to do this. In any way.
You see, what I think they’ve done here is confuse the term “role model” with “clothing model”. The drive to make models more “representative” (see also Dove’s “real women” campaign) is actually setting up modelling to be far more aspirational than it is. It takes as read that being a model is the pinnacle of feminine achievement, and all we need to do to make girls feel good about themselves is to tell them they, too, can all be models. Even if they’re PhD students.
But models are just models. Really, really, ridiculously good-looking people doing what, when it comes down to it, is a fairly crap job.
The photo chosen to accompany the article in the Telegraph is why I originally wrote “runway model” instead of “clothing model”. The photos in the Daily Mail taken from the Betabrand website are much less … ridiculous than the Telegraph implies. They’re just modelling ordinary clothing for ordinary women, not the weird and totally impractical stuff some clothing designers foist on their runway models at fashion shows.
I’d say there’s no story here (despite blogging about it), but there is. It’s just not quite the drive-by that the Telegraph‘s photo editor wants it to be. Betabrand scored a lot of free advertising and (probably) got its clothing line modelled on the cheap as well. It’s rather amusing that the Daily Mail is significantly more realistic in their coverage of this story than the Telegraph.