It was all over my Instagram news feed, in my Facebook home pages, glorified in Snapchat, and pretty much everywhere there was access to technology. It was that time of year again…yes the the holidays but with the holidays comes the Victoria’s Secret annual Fashion Show…finally in Paris, France!
Of course this so called “fashion show” of angel wings and lingerie, and 5’10 females is not truly considered as a high fashion type of runway show since it is more about having fun while performing next to musical artists (this year’s lineup included Bruno Mars, The Weeknd, and Lady Gaga) while wearing outrageous pieces (the famous angel wings that weight up to 15-18 pounds) that will probably never actually be sold in the retail departments of Victoria’s Secret stores.
“What do you mean you don’t have Heidi Klum’s Angel Wings circa 2003 or this year’s 450,000 diamond Swarovski sleeves in store!? Please direct me to your manager!”
Anyone who had connections to anyone in the Victoria’s Secret company, music world, family and friends, celebrities, and any fashion world influencers practically must be invited personally to sit in during the show. It’s a fashion show that wants to be taken seriously (with the million dollar fantasy bra’s costing up to decorated in jewelry statements). It’s interesting to watch since the show is basically a party of the 2% of women in the world who are genetically blessed with chopstick legs, ripped abdominal muscles, and a career where looking pretty gets you millions!
Don’t get me wrong but I love the beautiful outfits and all the hype created for who will succeed in the casting process, who the top “angels” are, which celebrity turned model will be walking (from family connections, I’m talking to you Kendall Jenner and Gigi and Bella Hadid!), but most importantly for all the internet commotion leading up to the show.
(Time to board the private plane, filled with Victoria’s Secret goodie bags and champagne!)
As I followed every step of a couple of my favorite models journey towards the actual show I realized the representation of Self-Branding (Marwick) through their journey. One of my favorite Devon Windsor, the 5’11 22 year old model from St. Louis, loves social media and does not fail to miss a day without uploading a snapchat, posting Instagram photo, or tweeting her thoughts.
Devon uses all the mechanics for self-branding that Marwick explains. This model comes off as “entrepreneurial, knowledgable, positive, and self-motivated,” and uses her self to image herself as a commodity to fans. Devon promotes herself as funny, quirky, a normal 22 year-old, a child at heart through all of her multiple social media sites. With hundreds of thousands of followers and fans combine Devon she constant uploads content, produces a ton of material from her lifestyle and career, and uses these self-branding opportunities to network and pitch.
The model’s different personalities to create a humorous, fun loving, normal young adult who happens to be up and coming in the model world. A couple of her snapchats, twitter posts, and instagram.
Expectations of Devon the model:
Reality: Just your normal 22-year old with a stunning career and personal and inviting social media profiles.
Her love of food, even though she looks like she barely eats, probably that fast metabolism
Charity work=Kind heart. Networking through her passion for her hometown hospital
Not scared of posting a towel head photo for authenticity points towards fans.
Networking to photographers for more information and for a highly coveted “repost” opportunity.
Pitching: Favorite skin care and partnership with Jars by Dani to create a Victoria’s Secret Devon signature cookie dough.
Her funny posts about the election:
Marwick states the edited self brand must be authentic yet carefully maintined/monitored to be “business-friendly”
All of Devon’s posts are business friendly, do not contain material that is causing any trouble from employers or of false notions against any employers
Devon spends a lot of time and emotional emphasis on social media sites navigates herself very successfully to branding herself in the cutthroat modeling world. However, the self-branding that Devon uses is very successful to her career as a model since her looks, physique, and personality all are incorporated in her branding. She follows all of Marwick’s self-branding key points which attributes to her growing career and I have no doubt that her contract with IMG Models and Victoria’s Secret (among many others) will earn herself a coveted spot on the famous Victoria’s Secret list as an official Angel.