theFashionSpot’s Latest Diversity Report Shines Light on White-Washed Fashion Advertising Campaigns

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theFashionSpot, the web’s largest fashion-focused community and fashion editorial site, recently posted an all new Diversity Report, this time focusing on 2014’s Fashion Ad Campaigns.

TotallyHer Media’s theFashionSpot (tFS) (http://www.thefashionspot.com), the web’s largest fashion-focused community and fashion editorial site, recently posted an all new Diversity Report, this time focusing on 2014’s Fashion Ad Campaigns. As with the recently published magazine report, the analysis proved that the fashion industry—namely the luxury market—still widely favors white models.

Covering 730 magazine ad campaigns from Spring 2014 and Fall 2014 collectively, the report found that out of 1,105 model appearances in womenswear ads, 85.97 percent were white. The second largest group represented was Asian models at a 5.25 percent; while black models came in at 4.98 percent and Latina models held 1.54 percent. Out of the total, 2.26 percent of models were categorized as “Other,” or did not define themselves under one racial profile.

Additionally, the top 10 most booked models in 2014 ad campaigns were 90 percent white. Coming in first was 23-year-old Andreea Diaconu, who secured 13 campaigns from brands like Gucci and Chloe, along with the Band of Rebels shoot with David Beckham for Belstaff Spring 2014. Danish beauty Josephine Skriver came in second place with 12 ads, while Lindsey Wixson and Daria Werbowy tied for third place with 11 ads each. The remainder of the top 10 all scored 10 ads respectively. This set includes Karmen Pedaru, Julia Nobis, Irina Shayk, Gisele Bündchen, Edie Campbell and Chinese top model Liu Wen, who is the only nonwhite model in the group.

The report also revealed that mass market brands with wide customer bases were more likely to favor diversity—while luxury brands tended to feature models of color mostly when presented in a group setting.

“Most people can agree that fashion, as a whole, is constantly evolving and moving forward—yet when it comes to portraying diversity in 2014, the industry is distressingly behind,” said Amina Akhtar, Editorial Director for theFashionSpot. “That’s why theFashionSpot is so committed to our Diversity Report series—we are waiting for these small steps to lead to a major shift. Looking at models like Jourdan Dunn and Liu Wen, it’s clear that there’s no shortage of amazing models of color who are ready to lead luxury campaigns into the 21st century.”

Check out the full report here: http://www.thefashionspot.com/runway-news/512711-diversity-report-ad-campaigns/.

About theFashionSpot
Originating in July 2001, theFashionSpot (http://www.theFashionSpot.com) made a name for itself as an invitation-only community of designers, stylists and fashionistas that dissected designer collections, celebrating some and skewering others. Building on the largest fashion-focused community on the web, theFashionSpot.com has grown into a respected fashion editorial site with a strong and active community element. TheFashionSpot’s portfolio of sites currently reaches nearly 6.8 million unique visitors (comScore, August 2014), with close to 70,000 invitation-only members playing an active role in the site’s forum. It is that in-market participation and authenticity that makes theFashionSpot.com the largest community of fashion influencers online. In 2012 theFashionSpot was recognized by MediaPost’s OMMA Awards for website excellence in fashion and beauty. Recent brand advertisers include Macy’s, Tresemme, Anne Klein, P&G, Kraft, Coach, Revlon, Weight Watchers, and more. theFashionSpot is part of TotallyHer, an Evolve Media (http://www.evolvemediallc.com) company.

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Annie Carone
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