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Why Models for Luxury Brands Rarely Smile

Why Models for Luxury Brands Rarely Smile

High fashion, a universe where aesthetics, image, and expression are intertwined in a constant dance of meanings and perceptions, presents an enigma: the prevalent absence of smiles in models of luxury brands. This intriguing phenomenon is not accidental, but rather a deliberate tactic that resonates with the ethos and narrative that luxury brands aim to project.

  1. Seriousness as a synonym for elegance In the realm of luxury brands, seriousness is often equated with sophistication and elegance. A serious and stoic expression can communicate an image of strength, mystery, and a certain je ne sais quoi that aligns with the desired perception of exclusivity and haute couture.
  2. Luxury and inaccessibility Inaccessibility is, paradoxically, one of the pillars of luxury appeal. High-end brands strive to create an aura of exclusivity and a certain distance that sets them apart from the common folk. The impassive expression and lack of smiles in the models reinforce this perception of being a step above, unreachable, and therefore, desirable.
  3. Fashion as Art In high fashion, clothing, accessories, and the models themselves are considered forms of art. Just like a sculpture or a painting, the neutral expression allows the focus to be on the creations instead of on the emotions or personality of the wearer. It allows the designs to speak for themselves, focusing on the lines, shapes, and fabrics.
  4. A neutral palette for a canvas of creativity On a runway, every element –from the music to the lighting– is meticulously curated to tell a story and highlight the creations presented. A neutral or serious expression provides a clean palette, preventing the emotions expressed by the models from distracting from the pieces being showcased.
  5. A mirror of society and its time Fashion trends are, in many ways, a reflection of the times and society. In certain periods, the aesthetic of serious models has been a reflection of the social and cultural moments we live through, possibly being interpreted as a representation of strength, independence, or a chic disdain towards established norms.

The absence of smiles in models of luxury brands is a meticulously orchestrated element to emphasize exclusivity, seriousness, and inaccessibility that these brands aim to project. It is a testament to how expression, or the lack thereof, can be used as a powerful tool to communicate and reinforce brand identity in the luxury industry.

Every element in the world of luxury and fashion is imbued with intentionality and symbolism, and the facial expressions of the models are no exception. Through their impassive faces, luxury brands weave a narrative that combines art, power, and a perpetual desire, keeping the audience in a state of constant longing towards the exclusive world they present.


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