It has been said that Anna Wintour started the bandwagon of putting celebrities on the cover of the magazine. This gives lesser opportunities for models in getting catwalk jobs, print ads and commercials.

But recent report shows that Catwalk pros are now gaining edge over celebrities in showcasing ad campaigns whether its a designer clothing, cologne, make up, shoes or even acne cream.

Oglivy and Mather Art Director Antoaneta Metchanova in Paris said that “Celebrities have been used so much without reason. Today it’s no longer relevant to use a celebrity just to endorse a product.”

“Fashion brands are starting to realize that in order for a product to make an impact, a model would better suit the task. Leave the modeling to the models and work with celebrities when the idea makes sense or when there’s a story that a particular celebrity could help tell.” she continue

Designer Stefano Pilati shares the same sentiment over models, “What I need to focus on is an attitude, and this comes from a great, experienced model. [Models] can feel the clothes and make them relevant from a fashion point of view.”