In 2014, IMG Models
introduced We Love Your Genes. It's an Instagram account, a hashtag, a scouting
program and a broader strategy the agency created to discover fresh faces that
it can develop and eventually add to its roster, all rolled into one. And it's
had success stories — from Diana Silvers (a break-out in 2019's
"Booksmart") to runway regulars like Lameka Fox and Gizele Oliveira.
A lot about social
media has changed since then, from the way it looks to how we use it to what
the big platforms are. Jeni Rose, SVP at IMG Models, tells Fashionista that the
agency had built out a team that works on finding talent on Instagram over the
past few years. (By its estimate, a fourth of its recruitment has been done
through social media over the last five years.) And it was one of them that
brought up TikTok as an opportunity.
"[They] said
'You know, I really think we should start looking at TikTok, because that truly
is the demographic and Instagram has gotten so curated that it doesn't look the
way it [did] give years ago, when we began scouting there,'" she
remembers. "All of us thought, 'We're too old for TikTok. How does that
work?'" |||READ MORE …
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