The older I get, the more I dislike the fact that the fashion and beauty industries use 15 year olds to sell things to me. I understand if a beauty product or fashion line is specifically geared towards a teenage demographic and they use teenage models – that’s fine. But when a major beauty line uses a 15-year-old to move products that are targeted to women in their 20s, 30s, 40s and 50s? Nope. I don’t even care if that 15-year-old is the daughter of one of the most famous models in the world. That’s right: Cindy Crawford’s 15-year-old daughter Kaia Gerber has picked up her first beauty contract. She’s the new face of Marc Jacobs Beauty.
It was just a handful of months ago when Kaia and Cindy graced their first Vogue cover together (Vogue Paris), and Kaia was just 14. It seemed like Cindy was gently trying to introduce her daughter to that world, and I had high hopes that Cindy was going to be very strict about how Kaia entered the modeling world. Not so much. Kaia signed to IMG a few months ago, and she’s already being called the Breakthrough Model of the Year (AT 15!!). And this Marc Jacobs contract is her first big endorsement. Granted, the photos are lovely, and it’s not like I was personally going to buy anything from Marc Jacobs beauty line anyway. But still. This seems… inappropriate. Kaia told Allure:
“I’m so excited and honored that my first beauty campaign is with Marc Jacobs, an icon in the fashion industry. I’m obsessed with his beauty products, and like everything else he does, Marc Jacobs Beauty makes you feel feminine and playful.”
Really? At 15, she’s already obsessed with Marc Jacobs’ beauty products? Oh, and did you know that Kaia was also part of Alexander Wang’s #WangSquad? It’s true – she modeled for Wang or she was some sort of brand ambassador. (Incidentally, I think #WangSquad should be Marvel’s new hashtag, either that or #SausageParty.)
And here’s another layer: Kaia won’t get even half of the sh-t that Jaden and Willow Smith got for their teenage modeling contracts. I wonder why?
Photos courtesy of Marc Jacobs Beauty Istagram.