Supermodels aren’t just faces on billboards anymore. They’re CEOs, activists, designers, and cultural architects rewriting the rules of fashion. The era of the one-size-fits-all model is over. Today’s supermodels don’t wait for permission-they build empires. And the fashion industry is finally catching up.
From Runway Icons to Business Leaders
In the 1990s, supermodels like Naomi Campbell and Cindy Crawford earned millions by walking runways and smiling for Calvin Klein ads. Today, those same women own brands. Naomi Campbell launched her own modeling agency, The Future, focused on diversity and mental health support for young models. Gisele Bündchen built a sustainable fashion line and invested in clean beauty startups. Tyra Banks turned her name into a media empire with America’s Next Top Model and her own production company.
These aren’t side hustles. They’re full-scale enterprises. According to Forbes’ 2024 list of highest-earning models, six of the top ten now derive more income from their businesses than from runway gigs. The shift is clear: the supermodel title now means influence, not just visibility.
Diversity Is No Longer a Trend-It’s the Standard
Twenty years ago, a runway with a plus-size model or a model with vitiligo was considered groundbreaking. Now, it’s expected. Brands like Savage X Fenty, Fenty Beauty, and Chromat didn’t just include diverse bodies-they built their entire identity around them. And the market responded. Savage X Fenty’s 2024 show featured models aged 18 to 72, sizes XXS to 5X, and people with disabilities. The show streamed to over 12 million viewers globally.
Supermodels like Ashley Graham, Winnie Harlow, and Paloma Elsesser didn’t just break barriers-they changed the metric of success. Designers no longer ask, “Can we include her?” They ask, “How do we make her the face of this campaign?”
The Digital Revolution: Supermodels as Content Creators
TikTok and Instagram didn’t just give supermodels a platform-they turned them into publishers. Bella Hadid doesn’t just post photos. She shares behind-the-scenes footage of her skincare routine, interviews emerging designers from Lagos, and breaks down the sustainability practices of the brands she works with. Her Instagram posts get more engagement than most luxury fashion houses’ official accounts.
Supermodels now control their own narratives. They choose which brands to work with, when to speak out, and how to present themselves. Ad agencies no longer dictate the look-they adapt to the model’s voice. In 2023, a viral TikTok video by model and activist Hunter Schafer criticizing fast fashion led to three major retailers overhauling their supply chain policies within weeks.
Who’s Leading the Pack in 2025?
The new generation of supermodels doesn’t fit a mold. They’re defined by impact, not measurements.
- Adut Akech-a former refugee from South Sudan-now leads campaigns for Chanel and Dior. She’s also funding education programs for girls in her home country.
- Yasmin Sewell-a 38-year-old mother of three-redefined aging in fashion by becoming the face of L’Oréal Paris’s 2025 anti-aging line. Her campaign slogan: “Age is not a flaw. It’s a feature.”
- Amber Valletta-a veteran of the 90s scene-now runs a sustainable fashion incubator that helps young designers use zero-waste patterns.
- Liya Kebede-Ethiopian model and maternal health advocate-partnered with the WHO to reduce infant mortality in rural Africa through her foundation. Her modeling contracts now include mandatory health outreach components.
These women aren’t just walking in fashion shows. They’re designing them.
The Business of Being a Supermodel Today
There’s no longer a single path to supermodel status. The old formula-tall, thin, white, and silent-is dead. The new formula is: authentic, outspoken, entrepreneurial, and socially aware.
Top agencies now screen for emotional intelligence as much as measurements. A 2024 report by Models.com found that 78% of agencies prioritize candidates with active social media followings, public advocacy work, or business experience. Many now require applicants to submit a one-page business plan alongside their portfolio.
Contracts have changed too. Instead of just a fee for a shoot, models now negotiate equity shares in the brands they represent. In 2023, model Jourdan Dunn received a 5% stake in the sustainable activewear brand she helped launch. She now sits on its board.
What’s Next? The Supermodel as Cultural Architect
The future of fashion isn’t about clothes. It’s about values. And supermodels are the ones defining them.
They’re pushing for ethical manufacturing, fair pay for backstage crew, and mental health funding for models. They’re suing agencies that enforce unrealistic weight standards. They’re creating scholarships for models from underrepresented communities.
One of the most powerful shifts? Supermodels are no longer hired to sell products. They’re hired to sell ideas. A campaign for a luxury handbag might now be paired with a documentary on artisan labor rights. The model isn’t just holding the bag-she’s holding the story.
Fashion houses that ignore this shift are fading. Those that lean in-like Gucci, Prada, and Saint Laurent-are seeing record sales and younger audiences. Gen Z doesn’t buy from brands. They buy from movements. And supermodels are leading those movements.
Why This Matters to Everyone
You don’t have to be a model to care about this. The supermodel evolution reflects a larger cultural shift: power is moving from institutions to individuals. If a woman who started as a runway model can change global supply chains, what’s stopping you from challenging the status quo in your field?
The message is simple: your voice matters. Your story matters. And if you’re bold enough to own it, you can reshape entire industries.
Who are the most influential supermodels today?
Today’s most influential supermodels aren’t just known for their looks-they’re leaders in business, activism, and sustainability. Adut Akech, Yasmin Sewell, Liya Kebede, and Jourdan Dunn are reshaping fashion by founding brands, advocating for ethical labor, and pushing diversity into mainstream campaigns. Their influence extends beyond runways into policy, education, and global health initiatives.
Are supermodels still relevant in the age of influencers?
Yes-more than ever. While influencers build audiences through relatability, supermodels bring legacy, authority, and industry access. The best supermodels today combine both: they’re as comfortable on a TikTok livestream as they are on a Paris runway. Brands now hire them because they command trust, not just views. A supermodel’s endorsement still carries weight because they’ve proven they can turn visibility into lasting change.
How have supermodel contracts changed in the last decade?
Modern contracts now include equity stakes, creative control, and social impact clauses. Instead of just a flat fee, models negotiate ownership in the brands they represent. Some contracts require brands to fund mental health programs or hire diverse casting directors. Agencies now require models to submit business plans before signing, reflecting the shift from hired face to business partner.
Why is diversity so critical in the modeling industry now?
Because consumers demand it. Gen Z and Millennial shoppers spend 70% more on brands that reflect their values-and diversity is non-negotiable. A 2024 McKinsey study showed that fashion brands with inclusive campaigns saw 2.3x higher customer retention. Supermodels are no longer tokens; they’re essential to brand credibility. Brands that don’t embrace diversity lose market share and cultural relevance.
Can someone become a supermodel without traditional modeling experience?
Absolutely. The path to supermodel status now includes entrepreneurship, activism, and digital influence. Many of today’s top names started as bloggers, dancers, or even teachers. What matters isn’t your resume-it’s your impact. If you have a platform, a message, and the courage to use it, agencies will find you. The industry no longer searches for the perfect body-it searches for the perfect voice.
