Why brands are tapping community members as models

For a growing cohort of savvy brands across beauty, fashion and even medical aesthetics, their next campaign model won’t likely be found through an agency, but rather, via social media.

The reasons for this choice are myriad. Some brands want to use the opportunity to engage with members of their community, while others are seeking to find models who truly represent their target customer.

For Nelle Atelier, which launched denim specifically designed for women under 5-foot-4 in November 2023, community casting has been a matter of necessity.

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