Since leaving Storm, her agency last year, the model has been stealthily setting up her own eponymous agency. In a recent interview, she said of models including Gigi Hadid and Kendall Jenner: “They’ve definitely got another side with it, like the Instagram side, and they know their business, I think.” We know digital media is changing the way fashion and its people are presented but this has always seemed like a chicken/egg situation. Gigi Hadid’s fame would be halved in the absence of social media – Moss is already famous and doesn’t need to calibrate her brand.
Still, agencies are having to cope with a shift towards a system where models are hired for their social media presence, one where their personal brands are multi-faceted to the point of exhaustion: “Modelling is so much about … the constant demand for content. Models aren’t just walking the runways and appearing in campaigns. They are also managing a constant feed of content through social media and online,” says Imran Amed of Business of Fashion.
Since Kate Moss is Kate Moss, suggests there’s something to be learned from the move: black and white is the new lark, outdoors is the new indoors and trousers are still optional. West’s post, however – an image of the Johnny Cab’s cab from Total Recall – tells us nothing we don’t know about the artificial fragility of our world.