Mason Grammer is following in the footsteps of other celebrity offspring and launching a modeling career, at 16. (Photo: Mason Grammer/Instagram)
Lourdes Leon, the daughter of pop music icon Madonna, is the latest young celeb spawn to push out a working model and rep for a major fashion brand. She stars in Mim Miu’s spring/summer 2019 campaign.
Booking celebrity kids to rep beauty products or fashion campaigns is the hottest trend in fashion. But it doesn’t come without repercussions.
The kids, who are crazy wealthy by virtue of their showbiz or musical parents, don’t need the money. But other working models could use the cash as well as the break of working for a major brand.
Hollywood celebrity kids like Kendall Jenner and Gigi and Bella Hadid cause rippleswhen they first hit the runways a few years ago and leapfrogged more seasoned models for top jobs.
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But a whole new generation is coming up behind them and booking major campaigns, even though in some cases, they are underage.
IM reported just last week that Kaia Gerber, daughter of famed supermodel Cindy Crawford, landed a major campaign with Jimmy Choo shoes, even though she is only 17.
Crawford caused an uproar in 2012 when she let Kaia, then 10, pose for the racy Italian luxury brand Versace. She modeled the brand’s new children’s line, wearing heavy makeup and thigh-high skirts.
Mason Grammer, daughter of “Fraser’s” Kelsey Grammer and real housewife Camille Grammer, signed a contract in February a year ago with hot agency DT Model Management. She was just 16.
Mason Grammer, daughter of Kelsey Grammer, became a professional model at 16. She turned 17 in October and is posting biikini pics on social media. (Photo: Instagram)
Mason, who turned 17 in October, has a distinctive Nordic look. At 5’8″ tall, she’s certainly runway ready.
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The modeling industry deems kids 16-years-old fit to walk runways. Most models are high-stepping by then, if not sooner. Grammer walked during New York Fashion Week.
And, the list goes on and on. Ireland Baldwin, Lydia Hearst, Destry Allyn Spielberg, Nala Wayans and Ava Dash all come from celebrity families.
Sistine Stallone, the daughter of actor Sylvester Stallone began her modeling career at 15, the same age Jenner started posing in skimpy bikinis.
Sofia Ritchie, daughter of singing star Lionel Ritchie, kicked off her own professional modeling career at 15, with a provocative bikini photo spread for Mary Grace Swim. She’s the little sis of reality star and fashion plate Nicole Richie.
Sailor Brinkley, daughter of Christie Brinkley and Peter Cook; Dylan Penn, daughter of Sean Penn and Robin Wright; Riley Keough, daughter of Lisa Marie Presley and Danny Keough and Dree Hemingway, daughter of Mariel Hemingway and Stephen Crisman are all making fashion inroads.
Lily-Rose Depp, the now 19-year-old daughter of Johnny Depp and French singer Vanessa Paradis, raised eyebrows three years ago when she appeared on the red carpet at Chanel’s 2014/15 Metiers d’Art Collection show in New York. She was 15 at the time.
“The public wants to see them [clothes, glasses] on girls like this,” said Chanel head designer Karl Lagerfeld defending his decision to book Depp. “They can identify even if it’s not the same age group. That’s the girls of the moment, fashion is about the moment.”
In influx of celebrity children into high-profile modeling jobs, obviously has a lot of appeal to designers. They bring with them their own notoriety and usually their own substantial fan bases. They are also more likely to generate media coverage.
In Miu Miu’s spring/summer 2019 campaign stars Lourdes teams with Maya Hawke, whose parents are actors Uma Thurman and Ethan Hawke.
Lourdes, 22, walked in her first runway show last September for Gypsy Sport during New York Fashion Week. The Italian label plans to feature her in its spring/summer 2019 campaign, shot by photographer Davis Sims.
Chinese supermodel Du Juan, “Deadpool 2” actress Zazie Beetz and Juliette Lewis will also be featured in the campaign.
The inspiration behind the campaign comes from creative director Miuccia Prada who wanted to capture the “transitory, fleeting nature” of fashion.
A statement from the brand reads:
“Neither arriving nor departing, these images celebrate the notion of simply being – the geography hazy, the timing uncertain, they present a universal, everywhere and anytime. Fleeting and transitory, reasoning uncertain, the travel could easily be an escape, or a coming home. The only concrete, the only constants, are the women themselves – singular, original, always unique. Somewhere, nowhere, yet someone.”
“When you dress children up in makeup and high heels, the implication is that they are sexual objects, and more often than not, that is how the images are read by the public.” Model Alliance founder Sara Ziff told The New York Times.