Beauty Market: Commodification of Appearance in the Fashion Business

Models are an integral part of the fashion world. The sale of girls' services forms a separate, model market. Since markets are key elements of modern capitalism and the economic sphere as a whole, this work is aimed at studying it. The product is the girl’s appearance, which makes this market a market of aesthetic goods. One of the methods of its study that has been applied is the analysis of the meanings that are constructed as a result of the interaction of its actors. The study raises questions about the functioning of the model market, the requirements for models and strategies for success in the field. Fifteen in-depth interviews were conducted with female models from Russia with experience of more than one year, including in the international market. It was revealed that the meanings on the modeling market are formed in the interaction of manufacturers (models) and consumers (brands). During the interaction between actors on the market, identities of girls are created, which have three components: aesthetic, status and image. Image identity includes personalities - this is a complex concept that consists of unusual hobbies of a model, her style and other lifestyle features that show her as a person. Personality is formed when models interact with other manufacturers, and can be changed by girls. The aesthetic identity of a model is determined by its appearance and type. These identities also form a status distribution. At the same time, intermediaries between models and brands, model agencies, are integral actors. They are divided into mother and host and also form the identity of the models and form the status order in the market. Thus, the modeling market is a mechanism for creating status identities. At the same time, the study showed that modeling is an area in which social networks are one of the key aspects for success. Relations with important actors allow you to achieve a high status, and, accordingly, increase your earnings and market demand.