MODEL PROFILES: HANNAH HOLMAN

Born in Utah in 1991, Hannah Holman has joined a generation of new models shaping the face of the fashion industry.

Signing with Elite Models in 2008, Holman’s big break occurred a year later when she was picked to close the resort show for Prada in June 2009.

Noted website www.models.com featured Holman as a top newcomer – her impact was immediate. In addition to her Prada debut, she was signed to become one of the faces of the Miu Miu campaign. Prada has a great reputation for nurturing not only great talent, but talent that creates waves – Daphne Groeneveld and Lindsey Wixson can attribute their high-flying careers to campaign spots with the Italian label.

In September 2009, Hannah took on her first Fashion Week. Opening and closing shows for Jonathan Saunders and Missoni, she also walked for Marc Jacobs, Fendi, Alberta Ferretti, Nina Ricci, Chanel, Valentino and Louis Vuitton. Mixing the Italian luxury of Valentino and Missoni and the Parisian chic of Chanel, Holman’s start on the runway circuit impressed all the right people.

In early 2010, it was announced that Hannah would be appearing in Spring / Summer campaigns for Jill Stuart, See by Chloe, Alexander Wang and Marc by Marc Jacobs. Having features that could switch from girly to tomboy in an instant made her a win-win, and it is certainly reflected in the signings she won. Veering from Wang’s ultra-minimal aesthetic to Marc Jacobs’ geeky-girl chic, Holman looked at home in every look.

Hannah began 2010 with some top-drawer editorial work as well, appearing in two spreads for Russian Vogue. Her Autumn / Winter runway season in February saw her add Sonia Rykiel and Vivienne Westwood to her catwalk CV, as well as progressing to Marc Jacobs’ main line.

In April, she got two magazine covers – the S/S cover of French Revue de Modes and the cover of RUSSH, photographed by Benny Horne. Featured in a bold, asymmetric crop top, it was clear, even at this stage in Holman’s career, that she would be the alternative blonde.

This industry has made room for many blonde models, several of which have experienced extraordinary success. But Holman would prove to be the opposite of models such as Brooklyn Decker and Doutzen Kroes. Fashion isn’t just about the glossy, aspirational blonde, but the cool, confident girl who has the world of avant-garde fashion wrapped around her little finger. Holman’s strength as a model isn’t just her versatility, but her confidence. Joining models such as Abbey Lee Kershaw and Jacquelyn Jablonski, Hannah succeeds not just because she’s great at what she does, but because she’s thoroughly at home in her own skin. Therefore pretending to be somebody else poses no problems at all.

From May to October, Hannah featured in a series of editorials for magazines such as Dazed & Confused, French Vogue, Numero, V Man and finally Italian Vogue. Featuring alongside new models such as Gwen Loos and Hailey Clauson, the Italian Vogue editorial was a series of classic fashion portraits with a vintage, Seventies feel. Also marking October with concurrent editorials for Russian Vogue and Numero, Holman saw in the New Year with another stellar contract.

This time the deal was a fragrance, representing the new summer Daisy scent from Marc Jacobs. Shot by Juergen Teller, the ad manages to sell an ultra-feminine perfume in a way that’s defiantly unconventional. In a sea of adverts featuring romantic images, Holman’s edgy qualities bring an air of bold confidence that sets the advert (and the fragrance) apart from the competition – job done.

2011 started well for Hannah as she was signed to appear in a multi-page editorial for American Vogue. ‘Gangs of New York’, photographed by Mario Testino, was a comprehensive review of the best of Spring / Summer fashion. Placed in groups, each representing a different look, Hannah was perfectly cast in a shot featuring neo-punk design. Working with Jana Knauerova and Britt Maren, Holman epitomised the rebellious punk spirit, packing a sartorial punch.

Her most recent work also includes a S/S cover of French Revue de Modes. The magazine went with a multi-cover edition, where you could choose from a magazine fronted by Hannah, Barbara Palvin, Julie Ordon, Bambi Northwood-Blyth or Anais Pouliot. Working with these newer talents, including Anais and Bambi who are generating column inches too, Holman doesn’t look like a fish out of water, but someone who’s in the right place at the right time.

Hannah’s renaissance is thanks to a wider movement that has seen fashion learning that reinventing the wheel is not always necessary. Borrowing from fashion’s back catalogue and blending it with fresh ideas has resulted in fashion making some serious money-spinners: the humble satchel’s journey from schoolyard to Fashion Week is just one example.

It’s an ethos informing even the kind of models that are now beginning to emerge. As the recession begins to ease, we are starting to see the friendly, groomed type give way to an edgier beauty. It started with Arizona Muse’s launch into the industry courtesy of Anna Wintour. When the first lady of fashion gets on board, it’s more than just a phase.

Faces like Hannah, Anais, Bambi and even more familiar names like Lindsey Wixson and Freja Beha are becoming the vanguard of modern beauty. It’s not about looking perfect, but immersing yourself in the strengths you do have. Every quirky model that’s been successful can attribute their career to this strategy. Devon Aoki’s multi-cultural face with a smattering of freckles; Audrey Marnay’s delicate features and Stella Tennant still making headlines today with her stunning new Italian Vogue cover. What these women all have in common is their refusal to fit the mould.

Stella, Devon and Audrey came right after the glamazons of the late 80’s and early 90’s, and the change was abruptly felt. Both are accomplished in their own way, but it’s hard to think of two models that look more different than Stella Tennant and Claudia Schiffer. Twenty years on, the cycle is about to repeat itself. The comfort and familiarity of models who have guided the industry through some tough times, is moving aside for a bolder age where fashion gets a little rough around the edges.

It’s not about casting off one set of models in favour of another. There’s room – and sufficient demand – for many types of looks. Just a brief glance over this season’s key trends tells you this: florals, denim, sports luxe, decadent colour – common sense tells you that one model can’t do it all. However accomplished a model might be, there will always be areas where you excel and others where you’re working against the grain.

Fashion’s kaleidoscopic approach to trends is good news for everybody. Rather than one type of model taking the lion’s share of editorials and campaigns, there’s enough diversity to warrant a whole raft of models, covering the most challenging of avant-garde to classically-feminine. What has also developed is a generation of models who accept this diversity as the norm. Edgy and directional or groomed and glossy – everyone gets an opportunity to show what they can do.

Another key change from the 90’s is how we view those models that inhabit the edgier side of fashion. Challenging silhouettes and new designs were once looked upon with suspicion by the public and mainstream press. If you couldn’t wear it to the supermarket, what was the point?
It’s taken the best part of two decades, but our level of fashion education has finally caught up. Being edgy is now highly desirable and haute couture is no longer mocked on the front pages of the tabloids. Celebrities routinely wear daring couture designs at premieres and red-carpet events, and being directional is now considered at the forefront of creating great style.

We now understand that great design isn’t always about wearability, but it can challenge our view of what fashion can be. Subsequently, our view of beauty has become far more inclusive as a result. Girls like Hannah are getting mainstream campaigns like H&M and the world of avant-garde feels more approachable because we understand more about it.

As Hannah’s career is set for a second wind, fashion’s coming out of neutral and this season’s technicolour explosion is just the start of what’s to come. The classics have had their moment, but the next few years will be about making moments that engage us, far more actively than before. As fashion motors into a period of high creativity, the freedom that comes with creating great ideas has created a culture where there’s no right or wrong when it comes to beauty. Regardless of whether it’s quirky and ethereal, glamorous and glossy, if it works, it works.

HELEN TOPE

MODEL PROFILES: JACQUELYN JABLONSKI

Born in 1992, New Jersey native Jacquelyn Jablonski started her career signing with prestigious agency Ford Models in 2007.

In January 2008, Jablonski hit the headlines when she became a finalist in Ford’s ‘Supermodel of the World’ contest. A competition famous for cherry-picking the very best of new modelling talent, Jacquelyn’s placing got her noticed by the industry, with www.models.com showcasing her as a face to watch.

Ford, an agency with a reputation for not only spotting but cultivating talent, built on Jacquelyn’s early success with runway bookings for resort collections (Proenza Schouler, June 2009) and pre-fall appearances for Emanuel Ungaro.

The obvious move on Jacquelyn becoming a Ford finalist would have been to launch her immediately into Fashion Week. But Ford instead let Jacquelyn develop her skills on the runway, with regular appearances making her increasingly visible – and credible. The drip-feed effect paid off, with Jablonski getting hired for a number of editorials with V and Italian Elle, but later that year, Jacquelyn made an impact that was hard to ignore.

The all-American girl scooped a campaign with the ultimate American brand. Hired to appear in ads for Calvin Klein Jeans, Jablonski’s high-fashion look added edge to the iconic campaign. Her status had transformed overnight from new arrival to the latest must-hire model.

Jacquelyn experienced her breakout runway season in September 2009, walking for names such as Thakoon, Gucci, Prada, Balenciaga, Lanvin and YSL. She was now coveted by every major designer, and www.style.com named her one of their Top 10 Newcomers of the entire season.
While 2009 was undeniably successful for Jablonski, 2010 would prove to be the year where her career really took off. Landing campaigns for D&G and Celine in early 2010, she walked the couture runways in January for Valentino and Chanel.

Her next ready-to-wear season in February saw Jacquelyn walking in an incredible 74 shows. In a season that boasted hit after sartorial hit, Jacquelyn’s astonishing presence on some of the world’s most important runways, elevated her to fashion’s newest superstar, joining the likes of Chanel Iman and Karlie Kloss; models that combined old-school star power with editorial know-how.

Further editorial work followed an extraordinarily successful season, with Jacquelyn appearing in French, German, American and Japanese Vogue. She also landed the S/S cover of French Revue des Modes, and appeared in the A/W look-book for Givenchy.

Jacquelyn’s year has ended with a prolific signing for Tommy Hilfiger’s label, and a 61-show season for S/S 2011 including appearances for designers such as Dior, Dries Van Noten, Marc Jacobs, Proenza Schouler and Sonia Rykiel. Still a runway favourite (anything approaching 30 shows is considered a huge success), Jacquelyn’s future as a new addition to fashion’s latest clutch of multi-tasking models is now firmly established.

Jablonski’s strong editorial features and couture-ready body directly counter the myth that American girls can’t do high-fashion. The outdoorsy, high-energy angle required for campaigns such as Tommy Hilfiger may seem at absolute odds with walking the runway for Chanel Couture, but the skill-set required to master them both are one and the same.

Jacquelyn’s success is not an isolated incident, but forms part of a group of young American models who are wowing the industry. Hannah Holman, Lindsey Wixson, Arlenis Sosa and Kendra Spears fulfil fashion’s fantasy of the all-American girl, but their ability to wear European labels that require edgier faces to bring them to life is something entirely new. The notion that an American can’t win over Paris – the home of haute couture – is rapidly becoming old-hat. Karlie Kloss is the current face of Dior; Karl Lagerfeld has been equally charmed by Chanel Iman and his current infatuation with Jacquelyn’s fellow American, Emily Di Donato, points to the fact that when it comes to high-fashion, American girls have no problem in making their presence felt.

But it’s not a simple case of take-over: the modelling industry has been wholly dominated by European talent for the past decade. Russia, France, Holland and Germany have turned out some of the strongest faces for a generation, and while America did lay claim to producing some of the greatest models of the Eighties and Nineties, its stake in modelling talent has got left behind. Fashion’s tastes for edgy and fashion-forward models got associated with quirky European faces, whilst American talent became increasingly linked with swimwear and lingerie. Success isn’t a dirty word in modelling, but it can be possible to have too much of a good thing.

This new breed of American model takes on every kind of fashion personality – not just the sunny, California girl or the moody, New York intellectual. Jacquelyn’s generation have actively steered away from cliché, and this simple approach has proved devastatingly effective. By ducking and dodging what’s expected, these American models have created careers on their own terms. Although she has been working less than two years, Jacquelyn’s work to date includes 60’s chic, neo-Grunge and post-recession minimalism. A quick scan through her credits and it’s clear that no two projects are alike.

Jacquelyn and her peers understand implicitly that fashion wants models that can embody any age, any era and any mood. Being a one-note wonder, however well-starred, no longer hits the right spot for the designers currently calling the shots. A model’s reputation – more so than ever before – relies on the premise that a new face can take on editorial, runway, covers and campaign work. A high-achiever in modelling today excels across the board.

Jacquelyn’s CV already boasts a wealth of runway experience and campaigns with iconic brands. The fact that Jablonski is also getting booked for couture shows is important too: it is the definitive marker of a great model. Even tougher than RTW, it takes bravado to wear couture and not get swamped by its grandeur. Being fashion-fearless is a definite asset if you’re to conquer couture and the sheer numbers of models making the trip to Paris indicates that when it comes to couture attitude, the Americans finally have it nailed.

It’s taken some time for America’s modelling talent to emerge from behind the shadows of such colossal names as Crawford, Turlington and Banks. The key has been to think (and act) laterally. Jablonski’s success occurred when she borrowed aspects from America’s modelling heritage, but her performances are far from being pale imitations of another woman’s genius. Jacquelyn sits front row and centre in a group of models that are proud to be unique, and their body of work is as much about embracing America’s modelling past as it is about carving a place for themselves in the years ahead.

Daring, diverse and dazzling, Jacquelyn is a perfect example of an American model that is anything but apple pie.

HELEN TOPE

MODEL PROFILES: ISELIN STEIRO

Born in Norway on the 15th of September 1986, Iselin Steiro began her career when she was scouted whilst Xmas shopping in London.

Discovered in 1999, Steiro debuted at Fashion Week in September 2003, walking for Calvin Klein, Donna Karan and Prada. Her career though did not take off properly until 2005. Many models find themselves suddenly in favour when fashions change, and Iselin’s rise is a perfect example of case in point.

Steiro’s strong features meant that she would have to sit out the decade’s brief infatuation with chocolate-box, Pre-Raphaelite beauty. Models like Lily Cole and Gemma Ward excelled during this time, but girls like Steiro – still beautiful, but a little off-centre – had to wait their turn.

Iselin’s moment came in February 2005, when she became the face of the season. Picked by designers Alexander McQueen, Chanel, Chloe, Louis Vuitton, Missoni, Proenza Schouler and Rochas to appear in their runway shows, Steiro’s off-beat appeal came into its own.

Editorials for W and Harper’s Bazaar followed, plus campaigns for Benetton, Jill Stuart and Hugo Boss. But it wasn’t until autumn that Iselin’s ability to do quirky glamour really paid off. Photographed by Steven Klein, she got a major contract with D&G, working alongside Hye Park and Vlada Roslyakova. Followed by an Autumn / Winter campaign for Roberto Cavalli, Iselin’s strengths as a model were finally being realised.

In February 2006, Iselin took the opening spot at the Calvin Klein show. This honour, previously taken by Russian supermodel Natalia Vodianova for the past seven shows, was nothing short of a changing of the guard. Fashion’s aesthetic was visibly starting to shift from ultra-feminine shapes and colours, to a darker, altogether more avant-garde mood.

With more challenging silhouettes being touted as the norm, the industry needed models to match. Iselin’s brief was to make these new shapes look wearable. In 2006, tulip skirts and ankle-length cigarette pants were deemed to be at fashion’s absolute edge of wearability: only the bravest gave them a go. Four years on, we think of them as modern essentials.

Iselin’s status as the newest high-fashion favourite soared. She was chosen to be the face of Gucci in their 85th anniversary campaign and appeared in the Balenciaga Spring / Summer ad with Hilary Rhoda. In August, Iselin finally landed the cover of Italian Vogue. Shot by Steven Meisel, it was an affirmation from the very heart of the industry.

As fashion moved towards more urbanised looks with tough-girl details like exposed zips, leather and lashings of black, Iselin’s bookings increased. She shot the A/W campaign for Gucci (shot by Craig McDean); closed the September show for Gucci in Milan and picked up an editorial with Meisel for Italian Vogue.

2007 saw Iselin’s career pick up pace with a cover of Elle in March and a confirmation early in the year that Steiro had been chosen to be the new face of Valentino. Iselin’s ability to do arch-elegance, glamour with a slant, made her the first choice for designers across the globe. In addition to signing contracts with TSE and Blumarine, Steiro scored editorials with French, Italian and American Vogue. Her career was at an absolute high. It was at this point that Iselin made the decision to walk away from it all.

At the height of her career, Iselin made the decision to temporarily shelve modelling and return to education, enrolling at the Oslo School of Architecture and Design. After completing her studies, Steiro returned to the fashion industry in April 2008, and her return was heralded by none other than French Vogue.

During Steiro’s time away, the fashion perspective had shifted even more in her favour. The loose, free-flowing shapes still being shown had disappeared entirely, making way for body-conscious, editorial – even sculptural – shapes, not just in couture, but now a regular feature of ready-to-wear. These bold style statements needed a model that could pull them off and not get lost in the most avant-garde designs. Steiro’s return could not have been better-timed.

Signed up for autumn campaigns for Mulberry and Missoni, Iselin made a triumphant return to the runway in September, walking for Chanel, Balenciaga, Givenchy and Stella McCartney.

In 2009, Iselin became the face of Lanvin. The campaign shoot, featuring Iselin in a series of draped dresses, was the brainchild of Lanvin creative director Alber Elbaz. The use of intricate pleats and folds in Lanvin’s designs would usually be more of a couture feature, but Elbaz was introducing a couture sensibility to ready-to-wear garments. Detail was the way forward, and Steiro’s performance as Lanvin’s hedonistic muse, pushed the message even harder. She made the dresses look young and directional but without being daunting. It was lustworthy fashion at its best, and with Iselin’s help, Lanvin became the label of choice for Young Hollywood, joining Marc Jacobs and Chanel as red-carpet must haves.

The following year, Iselin got a highly-coveted place in the 2010 Balenciaga campaign. Like Lanvin, this label was rediscovered when its newly-hired creative director Nicolas Ghesquière utilised his futuristic vision to make Balenciaga a byword for cutting-edge chic. Turning Balenciaga into a fashion house that not only champions trends, but kick-starts them, Iselin was brought in to take part in their Spring / Summer campaign with modelling newcomers Mirte Maas, Lisanne de Jong and Patricia van der Vliet.

True to form, the campaign was a quirky play on perspective and proportion that made for an instant standout image. Defiantly different, Steven Meisel’s Photoshop-collage was a hit. The advert became a major talking point, putting Balenciaga (and its models) front and centre of that season’s crop of campaigns.

Shooting back-to-back editorials for Italian Vogue in January and February, Iselin’s bookings for show season continued to dazzle and surprise. This wasn’t a case of a former top-model being given her dues; this was a model being booked by virtue of her own merits. In addition to walking for brands like Chloe and Hermes, Steiro was asked to appear on the runway for youth-led labels like Miu Miu and The Row. The fact that Iselin is still being requested for shows that would ordinarily be populated by models nearly 10 years her junior, is in direct opposition to the theory that fashion doesn’t value longevity; Steiro’s career is ample evidence to the contrary. When a model is this great, they get to stick around.

It should be no surprise that Iselin has such an avid interest in architecture: when a model has the right angles and proportions, the result is both contemporary and timeless, and that’s where Steiro fits in. She is both of-the-moment and classic because she is the kind of model that outstrips fads or trends. Iselin continues to work in today’s fashion climate as she did back in 2003 because she arrives as a blank canvas, a super-structure onto which designers, photographer and stylists can project their ideas.

Steiro brings an intelligence that understands fashion on a level that has very little to do with collating the most magazine covers or scoring column inches. Now fashion is leaning towards a pared-back, stripped-down aesthetic, Iselin will continue to do well because she is exactly the sort of model that’s required right now: no ego, no entourage, just an ability to get on with the assignment.

Iselin’s true appeal lies in her off-centre beauty that shifts and changes to fashion’s whim. Like her friend, fellow model Anna Jagodzinska, her rough-edged beauty can dial up the glamour when required, but there’s a quirky slant to that glamour that makes you look twice, and that’s exactly what you want for a big-budget, high-stakes campaign.

The forerunner for models like Hannah Holman and Siri Tollerod, Iselin’s career is the blueprint for models entering the industry. It’s no longer enough to just love fashion. If you want to be relevant, and stay that way, ignore the call of the limelight. It’s time to look at modelling from an entirely fresh perspective.

HELEN TOPE

MODEL PROFILES: ELSA SYLVAN

Debuting where most models reach their peak, Swedish-born Elsa Sylvan has made avant-garde fashion her speciality.

Born on January 23rd 1987, Elsa was discovered at ‘Grona Lund’ (a fair park in Stockholm) and began her modelling career in 2006, signing with DNA Management, New York. In October that same year, she debuted at the Givenchy show in Paris and in February 2007 walked the Autumn / Winter shows for Marc Jacobs, Proenza Schouler and Zac Posen.

In addition to this extraordinary start, she opened the A/W show for Comme des Garcons, and made appearances for Ben de Lisi, Amanda Wakeley, Blumarine, Erdem, Giles Deacon and Max Mara. This trail-blazing start got the attention of major fashion brands, with Elsa scoring campaign slots for Benetton and Sportmax.

In September, she made the cover of Swedish Elle, and it was a first that would shape and define her career. Elsa’s strong, editorial features found her naturally leaning towards cutting-edge design, and this in turn made her popular with the European editions of such magazines as Marie Claire, Elle and Vogue who saw in Elsa the perfect mannequin to master tricky avant-garde. In the same month, she also landed her first editorial with Italian Elle, photographed by Marc De Groot, and in October she was featured in the 20th anniversary cover of Italian Elle. Sylvan had made her mark.

In October, she walked Spring / Summer shows for Akris, Lanvin, Nina Ricci and Vivienne Westwood, plus appearances for Comme des Garcons, Costume National, Kenzo, Wunderkind and Yohji Yamamoto.

Elsa followed this with a Spring / Summer season walking the couture shows in January 2008, appearing for Chanel, Christian Lacroix, Givenchy and Valentino. More editorial work followed. In March, she worked for British Harper’s Bazaar; April and May saw back-to-back editorial appearances in Numero and an editorial for W, photographed by Craig McDean, was set for June.

Elsa also began to feature on campaign directors’ wish-lists, winning a spot with Calvin Klein Jeans modelling alongside Ali Stephens and Toni Garrn, and a solo spot for UK fashion firm, French Connection. In the same way that Jourdan Dunn brought editorial prestige to Topshop, Elsa’s edgy powerhouse shots bought French Connection serious respect.

Elsa skipped runway duty at New York and Milan, but emerged in October as one of Paris Fashion Week’s most in-demand girls. Walking for Balenciaga, Chloe, Chanel and Louis Vuitton, Elsa was landing the type of work most models dream of getting, and still the best was yet to come.

Appearing in Italian Marie Claire in November and Italian Elle in December, 2009 brought high-status signings for Elsa with a campaign for D&G (shot by Mario Testino), and a guest-spot with Balenciaga. February’s show season saw Elsa walking for Gucci, Chanel, Marc Jacobs and Alberta Ferretti, closing showings for Balenciaga and Yohji Yamamoto. Sylvan may have been landing major campaigns, but her affinity with avant-garde fashion continued to flourish.

Elsa scored a career first in August, with an editorial for French Vogue. Shot by legendary photographers Inez van Lamsweerde and Vinoodh Matadin, it was a watershed moment for Sylvan. Her performance for French Vogue subsequently got her a booking for Brazilian Vogue. Shot by Stephane Gallois, it was a glamorously surreal homage to the work of Lanvin. This was the sort of work that Elsa was born to do: fashion with a creative edge proved to be the perfect fit.

2010 has already seen Elsa’s career hit new heights. In January, she walked in the couture shows for Chanel, Valentino and Armani Prive, and in March she worked with Mert Alas and Marcus Piggott to shoot another editorial for W. The editorial, called ‘After Hours’ was a night-time shoot where Elsa got to work with a clutch of modelling’s brightest new talents; Katie Fogarty, Hannah Holman and Lindsey Wixson.

In May, Sylvan worked for German Vogue, getting the opportunity to work alongside established names such as Cato Van Ee, Irina Kulikova and Aline Weber, plus Prada favourite Joan Smalls. The beauty editorial shoot by Patrick Demarchelier, showcased Elsa’s ability to do tough, up-close-and-personal beauty shots. In a spread that features everyone putting their best face forward, Elsa shines out as the epitome of a very modern blonde.

Elsa also landed a campaign that will undoubtedly take her career onto another level. Chosen especially for the project, Elsa is set to become the campaign girl for Zac Posen’s range of clothing for American budget-store, Target. Highly covetable, Zac’s clothing range has been the subject of hype and excitement across America: think of how much press the H&M range by Stella McCartney generated and you’ll understand what the fuss is about. Photographed in the collection’s statement piece, the price point may be low, but the finish of the campaign is glossy and expensive. Replace the name ‘Target’ with any designer label and no-one would think twice. It may prove to be Elsa’s most canny career move to date.

Working every strand of the fashion business from the multi-platform advertising of America’s budget brands, to the increasingly rarefied world of Parisian haute couture, Sylvan is truly a model for all seasons. Her ability to inject an editorial, high-fashion sensibility into every shoot (no matter who’s paying the bill), is what will make her name to watch over the coming years.

Elsa, as you can see from her CV, is no ordinary blonde model. She falls into the same camp as Hannah Holman and Hanne Gaby Odiele. Edgy blondes – the ones who don’t have to fake it – are hard to come by. A face that can do the most challenging of editorial work and anchor it in some sense of glamour is a particularly rare find, even in modelling.

The popularity of blonde models during the recession has been well-documented, with articles being written on how and why light-haired models are given preference when it comes to hiring for campaigns and high-profile editorial work. It’s been said that the reason is very simple: we equate blonde with beauty and in times of crisis, no advertiser wants to take a risk with a look that’s difficult to read. But our obsession with blonde models goes back further than that, and to understand why blonde has been so popular, you need to go back to the roots.

In the Seventies, one blonde ruled supreme. The glossy glamour of model Jerry Hall served as a visual template for the next generation of models. The luxurious mane of hair and the uber-confidence that made Hall a star is an image so ingrained in popular culture that if you ask anyone uninitiated into current fashion to describe what a model typically looks like, ‘blue-eyed blonde’ will be at the top of their list.

As a marketing concept, it is still alluring. The recent pictures of Raquel Zimmermann strutting down the Chloe catwalk are in every sense an homage to Seventies glamour and sophistication. But look elsewhere at the runway shots for Autumn / Winter 2010 and you will see a slightly different take on the blonde phenomenon.

Marc Jacobs’ runway was heavily populated with blonde models, but they underplayed the bombshell card with geeky glasses and oversized camel coats. It is a significant development, as where Marc Jacobs leads, the rest of the fashion world tends to follow. The bombshells will always be there, but fashion is heading to a quieter, more reflective place. The recession has taken down many names from Luella Bartley to Veronique Branquinho, and as the dust settles, the mood is just as defiant, but everything from the shade of lipstick to the new mid-heel is about a quiet, studious sophistication.

From Marc Jacobs’ library chicks to Prada’s modest Fifties silhouettes, fashion is playing the same song but in a minor key. Once seen as the safe option, blonde is having a renaissance and it’s finally embracing its dark side. The Marc Jacobs runway slouch is best paired with avant-garde labels, not 5-inch heels and a champagne cocktail.

Being hyper-groomed is no longer seen as contemporary: just look at Twilight's Kristen Stewart and her approach to red carpet dressing. Mixing Converse with Proenza Schouler would have been unthinkable 10 years ago, but Stewart's image is the polar opposite of the classic starlet and it is something that an entire generation are responding to.

This emphasis on unfinished glamour is what will ensure Elsa's career continues to expand, and the responsibility for shaping a new definition of beauty that’s both relevant and relatable, lies with models like her.

From cultural references as diverse as Disney, to the dark art of Lempicka and the glamour age of Hollywood, blonde has been a blanket term for modern beauty. But clichés don't look good on anyone, and blonde's sunny side is finally being eclipsed by a new wave of models that are gloriously, and fashionably, complex.

HELEN TOPE