WONFIFTY

1980s - 1990s: Supermodel Era

In the early 1980s, fashion designers began advertising on television and billboards. Models became more familiar to the masses. They were no longer nameless individuals. Catwalk regulars like Carol Alt and Paulina Porizkova began to endorse products with their names as well as their faces, getting in front of everything from Diet Pepsi to Ford Trucks. Elle Macpherson, who became known as "The Body", sold more pin-up posters than any actress in Hollywood. As the Models began to embrace old-style glamour, they were starting to replace movie stars as symbols of luxury and wealth. In this regard, many viewed supermodels not so much as individuals but as images.

By the 1990s, supermodels became prominent in the media. Earning the title "supermodel" meant that the model was a superstar, winning fame simply for being a "personality". They did talk shows. They were cited in gossip columns. They partied at the trendiest nightspots. They landed movie roles. They inspired franchises. They dated or married movie stars. And, of course, they made millions. "We don't wake up for less than $10,000 a day." uttered by supermodel Linda Evangelista has become the most famous quote in modeling history.

Fame allowed them to take control of their careers, market themselves, and earn higher fees. In 1991, Christy Turlington signed a contract with Maybelline that paid her $800,000 for twelve days' work each year. Four years later, Claudia Schiffer reportedly earned $12 million for her various modeling assignments. Authorities ranging from Karl Lagerfeld to Time magazine had declared the supermodels more glamorous than movie stars. Although many models were referred to as supermodels during this time, only 6, also known as the "Big Six" were officially recognized and accepted by the fashion world as supermodels, namely Claudia Schiffer, Cindy Crawford, Kate Moss, Linda Evangelista, Naomi Campbell and Christy Turlington. They were the most sought after models, dominating over magazine covers, fashion runways and advertisements. Excluding Moss, they are known as the "original supermodels".

Late 1990s - present: Decline of the Supermodel

In the late 1990s, models were slowly being replaced by actresses, pop singers, or other celebrities on the covers of fashion magazines and ad campaigns. The rise of celebrity culture relegated many models to anonymity. A popular "conspiracy theory" explaining the supermodel's disappearance is that designers and fashion editors were sick of their "I won't get out of bed for less than $10,000 a day" attitude and made sure a small group of models would never again have the power of the Big Six. However, Charles Gandee, associate editor at Vogue, said, high prices and poor attitudes contributed less to the decline of the supermodel. As clothes became less flashy, designers turned to models who were less glamorous, so they wouldn't overpower the clothing.

The majority of models come from non-English speaking countries and cultures, making the cross over to mainstream spokesperson and cover star difficult. The opportunities for super stardom were waning in the modeling world. On September 2007, Claudia Schiffer stated, "Supermodels, like we once were, don't exist any more." and reckons that Gisele Bündchen is the only one who comes close to earning the supermodel title. However, the term is now being used more loosely by the popular media, naming models as supermodels even though the model has no extensive background in high fashion couture and/or has not attained worldwide recognition.

The most famous models of the late 1990's and 2000's include Karolina Kurkova, Natalia Vodianova, Laetitia Casta, Amber Valletta, Carmen Kass, Alek Wek, Alessandra Ambrosio, Liya Kebede, Angela Lindvall, Karen Elson, Julia Stegner, Bridget Hall, and Eva Herzigova with Gisele Bündchen, Adriana Lima, Tyra Banks and Heidi Klum as the most prominent ones.

Check out the Spotlight picture gallery for your Supermodel favourites