“If we’re really being honest, I think consumer behavior is what’s holding us back. But the second they stop relating to it, those brands will move on to another agenda or some other cycle that’s in at the moment.”Ĭonsumers may not really want to see themselves reflected on covers We’re doing it because consumers want to see that, and they are relating to it. I think we’re in a cycle now where we’re saying authenticity, but what we mean is that we’re selling authenticity. Having worked in the industry for 25 years, I’ve seen a lot of fashion cycles come and go. It’s not that you’re not a winner, but at the end of the day, you have to really work at it.” It’s not just taking one Instagram picture a day and thinking, ‘I look really pretty, I could be a model.’ It’s managing expectations, I think - that is the biggest challenge for the millennial generation that may have always been told that everyone on the soccer team is a winner. “We’re able to find talent and access them through Instagram, or other ways we couldn’t reach them before - but training someone to be a model and making them want to do that? You’re like a machine you’ve got to be turned on. Below are excerpts from the conversation, edited for clarity.īeing a model is more than being an Instagram star In this week’s episode of the Glossy Podcast, Wackermann discusses why Instagram followers should be more about quality than quantity, how consumer demand is shaping the industry and why his company has turned its focus to Snapchat. The deeper we go into who people are and what makes people beautiful, I’m all for it.” “Brands want to know who the person is - there’s an authenticity they’re trying to tap into and a relevancy with consumers that wasn’t asked for 5 years ago,” he said. People, and brands, are demanding authenticity. Today, being a model is about so much more than taking a good picture it’s about being a real, interesting person, Wackermann said.
Since Bill Wackermann joined Wilhelmina Models as CEO in early 2016, his mission has been to bring the company into the 21st century, while remaining true to its original philosophy: Flawed beauty is the most beautiful.
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