Elizabeth A. Wissinger
- Published in print:
- 2015
- Published Online:
- September 2016
- ISBN:
- 9780814794180
- eISBN:
- 9780814794197
- Item type:
- chapter
- Publisher:
- NYU Press
- DOI:
- 10.18574/nyu/9780814794180.003.0002
- Subject:
- Sociology, Gender and Sexuality
I describe in this chapter how the increased effort to harness hard-to-manage forms of “affective” energy accelerated the demand for models to sell brands and how eventually, in the form of the ...
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I describe in this chapter how the increased effort to harness hard-to-manage forms of “affective” energy accelerated the demand for models to sell brands and how eventually, in the form of the supermodels, models became brands themselves. The inauguration of the supermodels brought the transition from a girl who models to the 24/7 supermodel icon and the supermodels who became the quintessential glamour laborers who were never off duty. Facilitated by newly far flung webs of cable television and high-speed communications, the supermodels became household names. This transition laid the groundwork for the rise of mass fashion and the spread of glamour labor to the general populace. Prior to the regime of the blink, the fashion show, for instance, was nothing like the branded dazzle with which we are currently familiar.Less
I describe in this chapter how the increased effort to harness hard-to-manage forms of “affective” energy accelerated the demand for models to sell brands and how eventually, in the form of the supermodels, models became brands themselves. The inauguration of the supermodels brought the transition from a girl who models to the 24/7 supermodel icon and the supermodels who became the quintessential glamour laborers who were never off duty. Facilitated by newly far flung webs of cable television and high-speed communications, the supermodels became household names. This transition laid the groundwork for the rise of mass fashion and the spread of glamour labor to the general populace. Prior to the regime of the blink, the fashion show, for instance, was nothing like the branded dazzle with which we are currently familiar.
