Employees turn models for fashion brands

In 2018, a well-known lifestyle magazine carried a report on a new trend in fashion and beauty ads. It highlighted several retailers who turned to their own employees as a new talent pool to cast their ads. The companies, which included mass-market brands like ModCloth, Macy’s, and J.Crew, felt that the move brought greater authenticity to the images used to sell clothing and makeup. Now in the 2020s, that trend is witnessing a revival of sorts amidst the coronavirus outbreak. The difference, however, is that the trend is no longer limited to mass-market brands, but has pervaded luxury labels as well....

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