It’s not new to see well-known brands that recruit children to be their endorsers and models. Most of the time, these jobs are seen as stepping stones for these young ones in their future endeavors.
Recently, kids are proving even that they can stand out in the big leagues. For Louis Vuitton Men’s campaign shoot, Virgil Abloh picked out kids to wear and model the latest pieces. According to a statement, the collection pays homage to The Wizard of Oz and the models are meant to “embody the purity of infancy, still unaffected by preordained perceptions of gender, colour and creed.” One of the stars of the campaign is a three-year-old named Anyieth who’s wearing an oversized tie-dyed sweater.
Another model that made waves on social media were the kids who walked for Vietnamese designer Ivan Tran at the Asian Kids Fashion Week. The favorite was a girl who worked the runway with a yellow train like a pro.
Haircare brand Pantene also had the Instagram-famous baby Chanco from Japan for their #HairWeGo campaign. The one-year-old was chosen because of her unique head of hair.
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❤️❤️❤️❤️❤️❤️❤️❤️ 🎈HAPPY B-DAY🧸 🎀Babychanco😍🎉 . 1歳なりました❤️ . そして1歳記念にと @pantene_jp_official さんより、special giftが届きました❕👀💓 . people誌掲載がきっかけであれよあれよとこんな素敵なことに‼︎ ありがとうございました😊 . Baby Chanco is 1 years old!! To celebrate her birthday @pantene_jp_official has sent us a special gift!! So many great things have happened since People magazine did a story on Baby Chanco. Thank you so much 😊 . There is also English version!! . #母モンチ感動してます🥺 #髪つながりからのまさかの #パンテーン 笑 #pantene #さあこの髪で行こう #HairWeGo #TheHairyTale #語りがこれまたまさかの #近藤サト さん👩🏻🦳💓 #どんだけー🤣 #1yearanniversary #12ヶ月#12months#1year #爆毛#モンチさん#Monchhi♡ #partnershipwithPANTENE #thankyou
These “toddler supermodels” (as I like to call them) may be the start of a trend wherein brands would capitalize on the adorable and make it fierce. Even if they’re not part of a brand’s promo materials, you’ll see several kids with large followings and sponsorships on Instagram. One example is Cleo Amiotonu, who is Bretman Rock’s niece.
At the same time, this might raise some concern on exploitation and sexualization if brands make a misstep in how they direct these young models.
What are your thoughts on utilizing toddlers for lookbooks and campaigns? Do you find it cute or do you feel iffy about hiring models at such a young age?
Art by Marian Hukom
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