Supermodels aren’t just tall women walking runways. They’re cultural icons who changed how the world sees fashion, beauty, and power. In the 1990s, a handful of women became more famous than the designers they walked for. Their faces appeared on magazine covers, billboards, and even TV shows. They earned millions, signed multi-million-dollar contracts, and turned modeling into a global brand. This isn’t just about posing in clothes-it’s about influence, identity, and the business of looking perfect.
Who Really Counts as a Supermodel?
The term ‘supermodel’ wasn’t invented in a boardroom. It came from the streets, the magazines, and the runway crowds. A supermodel isn’t just a model who works often. They’re the ones who break through the noise. They have name recognition beyond fashion circles. You don’t need to know what a Prada dress is to know who Naomi Campbell is.
The original supermodels-Naomi Campbell, Cindy Crawford, Claudia Schiffer, Linda Evangelista, and Tatjana Patitz-were the first to be paid by the hour, not by the look. In 1990, Linda Evangelista famously said, ‘We don’t wake up for less than $10,000 a day.’ That wasn’t a boast. It was a fact. That same year, she walked for 15 major fashion houses in one season. No other model had done that before.
What set them apart wasn’t just their looks. It was their attitude. They spoke to photographers, gave interviews, and refused to be silent props. They became personalities. Brands didn’t just want them to wear clothes-they wanted them to sell a lifestyle.
The Rise of the Supermodel Empire
The 1990s were the golden age. Supermodels didn’t just appear on Vogue covers. They were on the cover of Time, Newsweek, and Rolling Stone. Cindy Crawford starred in Pepsi commercials. Naomi Campbell walked for Versace in a black lace dress that became one of the most copied looks in history. Claudia Schiffer became the face of Guess? jeans and later, Chanel.
These women didn’t just model-they built empires. Cindy Crawford launched a line of home décor. Naomi Campbell started her own charity for youth in Africa. Linda Evangelista worked with Estée Lauder for over a decade. Their contracts weren’t just for runway shows. They included advertising campaigns, TV spots, product endorsements, and even books.
By 1992, the top five supermodels earned a combined $125 million. That’s more than most Hollywood stars made that year. And they did it without social media. No Instagram posts. No TikTok reels. Just print ads, TV commercials, and magazine spreads that reached millions.
Why Did Supermodels Disappear?
They didn’t vanish. They evolved.
The rise of digital media changed everything. In the 2000s, brands started using real people instead of unattainable icons. Instagram gave anyone with a good camera a chance to become a ‘model.’ Suddenly, you didn’t need to be a supermodel to sell jeans. You just needed to look like someone your age.
Also, the industry faced criticism. Supermodels were often criticized for promoting unrealistic beauty standards. Their thin frames, sharp cheekbones, and icy expressions became symbols of exclusion. Designers began casting models with diverse body types, skin tones, and ages. The era of the one-size-fits-all supermodel ended.
But the legacy didn’t die. Today’s top models-like Gigi Hadid, Bella Hadid, and Kaia Gerber-carry the torch. They’re still paid millions. They still headline runway shows. But now they also run businesses, appear on reality TV, and use their platforms to speak on mental health, diversity, and body positivity.
The New Supermodel: More Than a Face
The modern supermodel doesn’t just walk. They lead. Gigi Hadid has a lingerie line with Intimacy. Bella Hadid has a skincare brand. Kaia Gerber is a global ambassador for Chanel. These women don’t wait for brands to call them-they create their own.
They’re also more visible than ever. A single Instagram post can generate millions in sales. A model like Emily Ratajkowski can go from runway to actress to author, all while staying relevant. The supermodel isn’t just a face anymore. They’re a brand, a voice, and sometimes, a movement.
Even the old guard is still active. Naomi Campbell still walks for major designers. Cindy Crawford still appears in campaigns. Linda Evangelista returned to the runway in 2023 after a long break, proving that supermodels don’t retire-they reinvent.
How to Spot a True Supermodel Today
It’s not about height or measurements anymore. It’s about impact.
- They have a global following-not just in fashion circles, but in mainstream culture.
- They’re signed to multi-year, multi-million-dollar deals with top brands, not just one-off campaigns.
- They launch their own products-clothing, beauty, accessories, even apps.
- They speak publicly on issues beyond fashion-mental health, sustainability, racial equity.
- They’re featured in non-fashion media: late-night TV, documentaries, major magazines like The New Yorker.
Today’s supermodel doesn’t need to be on a runway to be a supermodel. She might be on a podcast. Or in a Netflix documentary. Or running a nonprofit. The runway is just one part of the story now.
Why Supermodels Still Matter
Some say modeling is just a job. But supermodels changed the game. They proved that a woman could be more than a mannequin. They turned a career into a legacy. They made fashion personal.
They showed that beauty could be powerful. That a woman could command a room without saying a word. That a single image could sell a dream.
Today’s models still walk the same runways. But they carry the weight of what came before. They’re not just wearing clothes. They’re wearing history.
Supermodels Who Defined an Era
Here are five names that shaped fashion forever:
- Naomi Campbell - First Black supermodel to grace the cover of French Vogue. Walked for over 400 designers. Still active in 2025.
- Cindy Crawford - The mole that broke the mold. First model to earn $1 million for a single contract (with Pepsi). Still a household name.
- Claudia Schiffer - The face of Chanel for over 20 years. Never needed social media to stay relevant.
- Linda Evangelista - The voice of the era. Her quote about $10,000 a day became fashion legend.
- Tatjana Patitz - The mysterious one. Often overlooked, but her work with Steven Meisel defined the 90s aesthetic.
These women didn’t just model. They redefined what a woman could be in front of a camera-and behind the scenes.
What Comes Next?
The supermodel may not look the same as it did in the 90s. But the idea remains: someone who turns beauty into influence. Today, that might be a model who speaks out against fast fashion. Or one who uses AI to create digital avatars of herself. Or a model who opens a school for young women in developing countries.
The runway is still there. But the world has moved on. And so have the supermodels. They’re not just walking anymore. They’re leading.
Are supermodels still relevant today?
Yes, but they’ve changed. Today’s supermodels aren’t just runway icons-they’re entrepreneurs, activists, and media figures. They launch brands, speak on social issues, and use digital platforms to reach global audiences. While the 90s supermodels were defined by print ads and TV spots, today’s supermodels build empires across Instagram, YouTube, and beyond.
How much do supermodels earn today?
Top supermodels still earn millions annually. Gigi Hadid reportedly made $9.5 million in 2023 from modeling, brand deals, and her own line. Bella Hadid earned $7 million the same year. These figures include runway work, advertising campaigns, and product endorsements. Unlike the 90s, income now comes from multiple streams-social media, licensing, and personal brands-not just fashion contracts.
Why did the 90s supermodels become so famous?
The 90s supermodels rose to fame because fashion was the center of pop culture. Magazines like Vogue and Harper’s Bazaar had massive circulation. TV commercials reached millions without digital distractions. Designers like Versace and Chanel turned models into stars. Their personalities, confidence, and media presence made them household names-something no model had achieved before on that scale.
Can anyone become a supermodel today?
It’s harder than ever. The industry is saturated with influencers, and brands now prioritize authenticity over perfection. To become a supermodel today, you need more than great looks-you need a strong personal brand, a clear voice, and the ability to connect with audiences across platforms. Many of today’s top models started as influencers or had careers outside modeling before breaking into fashion.
Do supermodels still walk in fashion shows?
Absolutely. Top models still open and close major runway shows for Chanel, Prada, and Louis Vuitton. But now, they also appear in digital fashion shows, AR campaigns, and virtual collections. The runway is no longer the only stage-it’s just one part of a much larger platform.
