May 6, 2025
From Runways to Revenue, What Supermodels Can Teach Today’s Influencers
In the late 80s and early 90s, five women ruled the world. Cindy Crawford, Naomi Campbell, Christy Turlington, Linda Evangelista and Claudia Schiffer.
They weren’t just models. They were everywhere. Magazine covers. Runways. Music videos. TV ads. They even had their own fitness videos and beauty lines. They were the original influencers before the word even existed.
At their peak, these supermodels could earn £10,000 for showing up to a photoshoot. Cindy Crawford pulled in around £6.5 million a year. Naomi Campbell was making history, becoming the first Black model on the cover of French Vogue and TIME magazine. It felt like they were untouchable. But like every empire that rises fast, cracks eventually started to show.
The Fall: When Fame Wasn’t Enough
By the mid-90s, the world started to change. Hollywood celebrities like Jennifer Aniston and Renée Zellweger started landing magazine covers instead of models. Fashion got darker and moodier, thanks to the "grunge" trend and a young Kate Moss bringing the edgy, waif look into the spotlight. On top of that, the economy wasn’t booming anymore. Big brands tightened their budgets. Instead of paying £1 million for one face, they wanted a new, cheaper model every season. Supermodels went from being the faces of global fashion to being part of a bigger, noisier crowd.
Sound familiar?
It should because the same thing is happening now with influencers. In 2024, the influencer world is exploding but also getting harder. TikTok engagement dropped 35% last year. Instagram keeps changing its algorithm. Creator funds are drying up. Even the biggest stars are scrambling to stay relevant. Everyone’s fighting for attention... again.
The Pivot: How the Smart Ones Stayed Winning
Here’s where the original supermodels pulled a genius move, and where today’s influencers need to take notes. They didn’t sit around waiting for the phone to ring. They built things that made money without needing constant attention.
Cindy Crawford didn’t just do photoshoots, she created ‘Meaningful Beauty’, a skincare brand partnered with Guthy-Renker, pulling in over US$100 million per year through a subscription model that's still thriving today. She also dropped bestselling fitness videos like "Shape Your Body," launched furniture lines with Rooms To Go, and became the face of major brands like Omega Watches and Pepsi.
Naomi Campbell didn’t just walk runways, she launched a fragrance empire with Procter & Gamble, with over 25 perfumes released and strong sales worldwide, and created Fashion For Relief, a charity runway event series that has raised over £4.5 million across multiple events for causes like Hurricane Katrina relief, the Ebola crisis, and children's education. Today, Naomi is still front and centre, walking Paris Fashion Week runways in 2024 and launching her own clothing collaborations, like the PrettyLittleThing x Naomi Campbell collection.
Christy Turlington pivoted into philanthropy and health activism, founding Every Mother Counts in 2010. The non-profit has now raised over £8.8 million, funding maternal health projects across countries like Haiti, India and the United States. Christy also produced and directed the powerful documentary ‘No Woman, No Cry’, giving her control over her storytelling and further cementing her reputation as a leader in women's health rights.
Linda Evangelista, who once famously said "we don't wake up for less than $10,000 a day," chose a more exclusive path, only working with elite brands like Chanel and LVMH. However, after a cosmetic procedure went wrong (CoolSculpting), she filed a £40 million lawsuit in 2021, settled privately, and made a major comeback in 2023 with a Fendi campaign and Vogue cover, speaking openly about her experience to reclaim her story.
Even Claudia Schiffer turned her fame into a real business. She launched Claudia Schiffer Cashmere, collaborated with Mango, TSE Cashmere, Rodenstock Eyewear and Aquazzura Shoes, and continued expanding her influence in Europe. Today, Claudia remains a style icon, launching new capsule collections and even curating a fashion photography book with TASCHEN in 2024.
The Power Moves Playbook
Here’s what the smart ones do next:
1. Build Something You Own.
Don’t just do brand deals. Start your own thing, a brand, a product, a platform.
Example: fitness creator Whitney Simmons didn’t just post workout videos, she launched Gymshark collaborations and then her own app, Alive, turning her following into a full fitness platform.
2. Create Things That Last.
Not just posts. Launch a podcast. Drop a course. Write a book. Make things people can still buy, use, or watch years later.
Example: marketing creator Jade Darmawangsa created CreatorHub, an online learning platform that continues to generate income and builds long-term value beyond viral posts.
3. Don’t Rely on One App.
Social media platforms will always change the rules. Build your own email list, community, or membership so you control your reach.
Example: creator Jack Innanen, frustrated with TikTok’s algorithm shifts, now drives his followers to his email newsletter where he controls direct communication.
4. Use Fame as a Springboard, Not a Crutch.
Fame gets you in the door. Smart moves keep you in the game.
Example: fashion influencer Wisdom K used his early viral fame to land brand collaborations with Dior and Coach, and now parlayed that momentum into building his own fashion line.
5. Play for Ownership, Not Just Likes.
Owning a piece of something (even a small piece) beats a million likes any day.
Example: beauty creator Nyma Tang didn’t just do brand deals, she collaborated on shade ranges with brands like MAC Cosmetics, ensuring she had a stake in the products she promoted.
Turn your reach into infrastructure
If you want to know how to turn your reach into infrastructure, the kind that still pays you when trends fade, apps change, and the internet moves on, drop us a message at hello@decemplex.io. Let’s start building your next chapter.
Industry trends
Generative AI and Customer Experience: Beyond the Hype
AI That Enhances Customer Experience
May 1, 2025
Read More
