The fashion world hides many secrets, and many of them hide a powerful message that helps brands sell their products.
Surely you have asked yourself many times Why don’t the models smile?. Straight faces have always been a trend on the runway, and in recent years, it has spread to fashion campaigns as well. What is the reason for the long faces of the models? An expert tells us TikTok.
According to an article in Newsweek, the origin of this trend goes back to the Victorian era (19th century), in which the visiting cards, some cards that proliferated with the invention of photography and that were delivered at different events and social visits. In them, it was essential to show a serious countenance, with what is called ‘aristocratic disdain’.
Over the years, industry professionals such as the model Claudia Schiffer, They have affirmed that the leading role on the catwalk is taken by fashion, not the models.
Now, the tiktoker Frank Moreno has been in charge of explaining to his followers everything that is behind this decision, thanks to the Marketing expert for luxury brands César Val. One of his most popular videos, with almost 7 million views, is a collaboration with said expert, who explains why famous models like Gigi Hadid, Kendall Jenner, Cara Delevinge or Hailey Bieber don’t usually smile in certain ads/campaigns. advertising.
César Val has worked for various luxury brands such as Valentine, Prada either Carolina Herrera. They currently have their own company in Dubai, whose objective is to help executives increase the value of their brands, among other things. César knows the sector perfectly, and for this reason he says that in the campaigns of luxury brands the models do not appear smiling because that decreases the desire for the product: “Each inch of smile lowers the price by 3%”.
“Luxury brands do not communicate to sell, but to seduce. This is achieved by projecting distance and aspirationality in their ads,” explains César. However, in mass consumption brands, in family brands, “the models do appear smiling because they are part of our day to day. Luxury brands are not part of that day to day, they are brands for extraordinary moments.”
Cover photo | Guess