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A humid mid-morning in New York and, at One World Trade Center, the vast glass-sheathed tower that the publishing house Condé Nast moved into last year, a group of young designers, art directors, copy editors and tech developers are gathered in a small room on the 29th floor. They are just some of the 53 staff working on, US Vogue’s online presence. All focus is directed towards a set of screens on which a miscellany of models appears grinning, jumping, dancing and cavorting for the camera. The images are part of a story highlighting the emerging faces of the fashion scene. And the models, all coltish limbs, kooky self-expression and flawless complexions, are those is instructing us to become more intimately acquainted with as the new fashion season launches them on to catwalks, Instagram feeds, editorials and television screens in New York, London, Milan and Paris. So far, project #voguemodelcasting has employed 128 models, four photographers, dozens of mobile phone chargers, another score of scribes, and a planning schedule of emphatic discipline: this one day’s work will generate not only a standalone story but also a “grunge” fashion shoot, model profiles with interviews and stills photography, a number of beauty videos, hundreds of Gifs that can used for mobile content, video that can be used on desktop, any number of Instagram images, and thousands of hashtags. None of the editorial will be seen in print.


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