Vivre Magazine.com

Watch out, Agyness Deyn, the original supermodels are back. After more than a decade in the fashion wilderness, some of the most bankable names from the 1990s have been scooped up to front some of this autumn’s biggest campaigns.

Three of the original “Big Four” that Gianni Versace sent down the catwalk in 1991 will be back on the billboards.
Campbell, Evangelista and Turlington were dubbed “The Trinity”.  At 43 and a mother of one, Evangelista is the face of Prada’s autumn/winter campaign, replacing 23-year-old Russian model Sasha Pivovarova.
Christy Turlington, 39 and a mother of two, has shot new campaigns for Chanel and Escada.
Crawford, 42, was a recent cover girl for Vogue Russia - her first glossy magazine cover in years.
Claudia Schiffer at Chanel and Salvatore Ferragamo, as well as Eva Herzigova at Louis Vuitton and Amber Valleta at Dsquared.
For its spring-summer campaign, Louis Vuitton chose bold, colourful images of big-name models including Stephanie Seymour, Eva Herzigova, and Claudia Schiffer, lounging on leather sofas or draped across vintage cars. Since then, a host of other brands – Chanel, Prada and Yves Saint Laurent – have followed.
Since casting Linda Evangelista in their adverts, the cosmetics giant L’Oréal has reported a 20 per cent increase in sales over 18 months. Not bad!
Despite Naomi’s headline making antics, she is still in very high demand, with Louis Vuitton and the late Yves Saint Laurent featuring her in recent campaigns.
This is a reaction to the hundreds of overexposed celebritites who gaze at us from magazine covers month after month. The fashion magazines were turning into a glossy version of People or Star Magazine.

The supes were elegant, flawless, almost old-fashioned paradigms of perfection. In the beginning they hardly spoke in public, which only added to the Garbo-esque aura of glamour.

 Besides, how many people under the age of 30 can afford a steady diet of Chanel, YSL, Prada etc. Even if Magazines feature Agyness Deyn, Lohan etc wearing Chanel etc, majority of their followers simply cannot afford that end of merchandise. H&M is still the store of choice for many.
“They are usually well over 30, so it makes sense to use models who are `women’ and who potential customers can relate to.”
This does not signal the end for Jessica Stam and Gemma Ward? Hardly. It just means that everyone can now have someone to relate to. It signals diversity.