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Face time Naomi Campbell’s new fashion format shows aspiring models just what it takes to win on the catwalk. Julian Newby took a front-row seat
SUPERMODEL and businesswoman Naomi Campbell is at MIPCOM today to launch Shine International’s new modelling format, The Face. Speaking to MIPCOM News, she expressed her excitement at being able to introduce the show to the international market in Cannes: “I love Cannes,” she said. “I’ve been here many times and it is always a welcoming place. France has always been close to me — it is, after all, the fashion capital of the world.” Campbell is executive producer of The Face, which sees three international models use their knowledge of the industry to mentor teams of up-and-coming models, while competing against each other. For Campbell, the most exciting aspect of the show is “the opportunity we are giving to one model to become the face of a major brand. Their life will be changed almost overnight, they will become a working model and that is a very big deal at this stage in their career. It’s exciting to give that to someone.” While a key part of the show is finding fresh talent for the fashion industry, Campbell said there are other dimensions to The Face: “It provides an opportunity for us to find an exciting new model. But it also shows the skills and the requirements of what’s needed to be a model in the industry — psychologically and physically. Even if you don’t
want to be in the fashion industry, the show pertains to all young women in life — in terms of helping with self-esteem, getting to know themselves, and feeling comfortable in their skin.” Currently in production on its second season in the US, The Face has exceeded the original broadcaster Oxygen Media’s primetime average. Campbell is just about to star in a UK version on Sky Living and there is an Australian version in the works for FOX8. In terms of further opportunities, she is optimistic: “Fashion doesn’t discriminate. Although we have five or six major fashion capitals in the world, there are many places that have a vibrant fashion scene. Every country, no matter how big or small, deals with fashion on its own scale. There is so much going on in the fashion industry all over that it should be acknowledged and celebrated.” While it’s important for the show to be entertaining if it is going to impress buyers, Campbell takes her responsibility towards The Face’s wannabee models very seriously: “I take my role seriously whether the cameras are rolling
or not,” she said. “These young aspiring models are putting their trust in us to guide them through this industry and to help show them what is needed to make it in the business. That requires us to take a level of responsibility.” At the same time, she tries hard not to let a contestant’s background influence her decisionmaking: “Every contestant is so different and that is part of the richness of the show. I find it helpful to get to know each contestant as a person, because my advice is based on my own personal experience in the industry. It helps me to relate to them. But I don’t allow the back-stories of the contestants to interfere with what they come on The Face to achieve, nor do I allow it to help me to decide when I eliminate a girl. I watch these talented girls perform from the moment they enter the show and I assess them on what I see in front of me.” Retaining this kind of steely objectivity is not easy however: “Of course you get to know the girls, bond with them and start to care for them, but there’s a fine line a mentor has to walk.” Created by Shine America, The Face is distributed and represented by Shine International, with Shine America producing for Oxygen in the US, Princess Productions and Shine TV co-producing for Sky Living in the UK, and Shine Australia for Foxtel.
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