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Why Modelling Agencies Are Turning to Instagram for Trendy Tots

For ambitious musicians like Lily Allan, social tools like Instagram, Twitter and Snapchat have been invaluable in creating awareness of these modelling talents. Self-publishing tools offering real-time, instant usage of fans around the planet have allowed rising stars to build their brand, produce a personal and accessible identity, and resulted in a strong army of online followers who hold on their every move.
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For the Kardashian-Jenner crew et al, it’s translated into a constant fascination making use of their daily wardrobe, make-up, hair and accessories. With audiences fully engaged with the most recent star looks online, it becomes easy to monetise their social media marketing presence via endorsements and sponsorship deals. The smartest high fashion brands are clamouring to dress social media stars, promoting their goods to fans desperate to emulate the latest trends - often before they’ve even hit the catwalk.

With this tried and tested method winning the twenty-something modeling pack contracts with the fashion houses, and grabbing media headlines all over the world, another number of aspiring models is jumping on the social media bandwagon - many before they’ve even got the motor skills to complete so.

The newest trend on social media may be the rise of the instamom - self-styled social media marketing stage mums - using Instagram to increase their youngsters’baby modelling profiles and find modelling jobs. And to date it seems to be working.

With successful Instagram baby models like 4-year-old London Scout boasting more than 105,000 followers and Alonso Mateo with a staggering 600,000 followers, high fashion brands are bending over backwards to own these little trendsetting models showcasing their latest lines. Indeed, young Alonso recently attended his first Fashion Week in Paris, grabbing the headlines at the Dior show.

What is it that compels these parents to so carefully curate these photos for a worldwide audience? It’s natural for parents to take regular family snaps of the youngster because they grow up, but these staged shots - with professional photographers, lighting and carefully selected clothing stories - put their child in the spotlight. For what end?

Besides attracting the first attention of modelling agencies, many parents are in it for the perks, with the fashion industry and internet vendors providing their latest lines free of charge as a swap for a certification on an active Instagram feed. Keira Cannon, mum to 5 year old Princeton - whose Instagram following has reached almost 7,000 users - cites shopping discounts, types of the most recent designs and cash fees per shoot. She reports that little Princeton “type of loves the attention.”

Princeton’s dad, Sai Roberts, is a tad bit more cautious. He says, “There are several concerns in the sense that if it absolutely was to escape hand, but up to now it’s really been a confident experience. I’m very proud that he’s getting exposure, and I am hoping he’s able to make use of that for his own creative flair and voice as he grows older.”

Whilst followers on the children’s’Instagram feeds are mainly positive and inspirational, there are of courses voices of concern at the potential dangers of exposing youngsters to such intense scrutiny and high aesthetic standards at a young age.

Many argue why these shoots are objectifying the youngsters, and creating longterm ramifications for the youngsters who may struggle to understand why they’re being celebrated limited to physical appearance. Some professionals compare the instamoms showcasing their children in the digital world to stage mums normally related to beauty pageants.

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