The Death of the Supermodel

Many don’t understand that much of what we consider the modern fashion industry was shaped by the 90s–a decade that blended fashion and entertainment like never before. Of course, beauty was apparent before then, but not in any way similar to the way we know it today.

At the heart of this transformation was the supermodel–a concept that, at least in its most iconic form, is relatively new. Before Tyra Banks and Gisele Bundchen, there were the Big Five: Linda Evangelista, Christy Turlington, Cindy Crawford, Naomi Campbell, and Tatjana Patitz. Soon enough, these women weren’t just modeling; they became household names, synonymous with the tall, long-legged, effortlessly glamorous ideal of the supermodel.

The Birth

When explaining the rise of the supermodel, a name you may not expect to hear is George Michael. In 1990, at the height of his fame, Michael declared he no longer wanted to appear in his own music videos. But his song Freedom! ’90 deserved something spectacular. His solution? Casting the five biggest models in the world to lip-sync the track in his place. Models in music videos weren’t unheard of, but this was different. These five women, fresh off the cover of British Vogue, weren’t just accessories to a male artist—they were the main event. The video presented them in a raw, stripped-down way, dressed in casual, laid-back styles that let their natural beauty shine. This was a stark contrast to the hyper-glamorous, unattainable aesthetic that had dominated the industry. In many ways, Freedom! ’90 marked the beginning of the now-iconic “model-off-duty” look that people still try to emulate today.

The fashion world took notice. Designers realized that hiring these models wasn’t just about showcasing clothes—it was about creating a spectacle. In Gianni Versace’s Fall ’91 show, Campbell, Evangelista, Crawford, and Turlington strutted down the runway, arm in arm, lip-syncing to Freedom! ’90, solidifying their status as more than just mannequins for haute couture. They were celebrities in their own right.

Evangelista, Crawford, Campbell, and Turlington at Gianni Versace Milan Collection Show

But fashion is always evolving, and soon, a new face emerged—one so groundbreaking that the Big Five became the Big Six….

Does the name Kate Moss sound familiar?

As the industry shifted toward grunge in the early 90s, high fashion followed suit. Moss was unlike anything the modeling world had seen before. Her beauty was undeniable, but in a way that felt almost alien—delicate, ethereal, and completely mesmerizing. At just 5'7", she defied the traditional supermodel height requirement, but her presence in front of the camera made it irrelevant. Her arrival signaled a change in the industry’s beauty standards. The dramatic glamour of the original supermodels made way for something more raw, more undone. Moss wasn’t larger-than-life; she was the girl you might see in a downtown café, chain-smoking in a vintage slip dress. This shift wasn’t just about aesthetics—it reflected a broader cultural move toward rebellion, minimalism, and anti-fashion.

The Death

And the rest is history? Not quite.

The late 90s and early 2000s saw a new wave—Shalom Harlow, Stella Tennant, Amber Valletta, and eventually Tyra Banks and Gisele Bündchen. But by then, something had changed. Fashion had fully collided with entertainment, and celebrities were becoming the new style icons. Before, red carpets were strictly black-tie affairs, but suddenly, musicians and actors were making statements in high fashion. Designers, once reliant on supermodels to showcase their work, now turned to Hollywood stars.

Some women of the 90’s designer red carpet looks

Over time, the lines blurred. The new “faces of fashion” weren’t models at all—they were pop stars, actors, and influencers. If you look at recent Vogue covers, you’ll notice a pattern: celebrities, not models, dominate. The supermodel, once the pinnacle of fashion fame, seemed to fade into the background.

Zendaya (May 2024); Harry Styles (Dec. 2022); Nicki Minaj (Dec. 2023); Billie Eilish (Oct. 2024)

So is that it? Are supermodels just a relic of the past?

Maybe…but also maybe not.

The talent is there—there’s no shortage of striking, charismatic models walking today. But the media landscape is completely different. In the 90s, appearing in a music video was revolutionary. Now, visibility works differently. The question is: can models gain exposure on a comparable scale?

The Resurrection?

Some models today are making strides. Alex Consani and Anok Yai, for example, feel like the closest thing we have to true “it-girls” in the industry. But let’s be honest—their names don’t carry the same weight as Naomi Campbell or Cindy Crawford. And it’s not their fault. The industry has become saturated, and traditional pathways to fame don’t hold the same power they once did.

Alex Consani at Alexander McQueen fall 2022 and Anok Yai at Versace spring 2019

For a true supermodel resurgence, models will need to integrate seamlessly into modern media—just as their predecessors did with music videos, television, and magazines. The difference now? The playing field is bigger than ever. TikTok, YouTube, and emerging digital platforms may hold the key. Alex Consani, for example, blends humor and personality with high fashion, proving that a new kind of model can thrive in the digital age. She can be hilarious on social media one minute and completely dominate the runway the next.

This adaptability might be what it takes to create a modern-day supermodel—someone who isn’t just a face, but a personality, a presence, a brand. Fashion is cyclical. If history has taught us anything, it’s that trends come back—sometimes in ways we don’t expect.

So, if the supermodel is going to make a return, I have a feeling we may be closer than we think.

One can hope, at least.

Featured Image via Vogue Italia June 1992 by Albert Watson