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Topshop SS16 Campaign
Topshop SS16 CampaignPhotography Giampaolo Sgura

The ‘next gen of supermodels’ unite for Topshop

The brand’s SS16 denim campaign stars the likes of Bella Hadid and Malaika Firth

Gone are the halcyon days of being jetted around on Concords and having sleepovers with Gianni at the Versace mansion – today, a supermodel looks quite different from our ideas of inaccessible beauty and 80s excess. With girls like the Hadids and the Jenners leading the pack, the world’s biggest models don’t just have designer relationships, they come with thousands of followers hanging on their every tweet. Tapping into this new tribe is Topshop, who have gathered nine of the world’s best up and coming girls for their latest denim campaign – a girl for every style of jeans.

The images represent what creative director Kate Phelan calls the “next generation of supermodels”. There’s Bella Hadid, who’s proved she looks just as good as a Star Wars princess in Chanel couture as she does in a pair of jeans, Malaika Firth, the first black model to land a Prada campaign in 19 years, and Imaan Hammam, who last season booked shows including Givenchy, Versace and Moschino.

Lensed by Giampaolo Sgura and styled by Phelan, the campaign reunites the stars of Topshop’s most recent Holiday campaign, with the addition of new face Steffy Argelich. Argelich might not be a name as recognisable as Hadid’s, but she is fast becoming a catwalk regular in her own right, walking the SS16 runways of Kenzo, Jacquemus and, of course, Topshop Unique. This campaign comes two weeks before the brand unveils its AW16 collection at London Fashion Week – as for how many of these girls hit the runway, we’ll have to wait and see.