Abrand Jeans turns to TikTok to recruit a fresh face.
Last week, the Australian contemporary denim brand launched the “Next Icons Models Search” in partnership with Urban Outfitters and Precision MGMT, a Melbourne-based talent agency. It’s the first time Abrand is using social media to search out new model talent.
To compete, “up-and-coming” models and influencers of all genders must submit their best model walk for a chance to be the next face of Abrand Jeans. In addition, the winner will receive a cash prize of $35,000, a modeling contract and a photoshoot in a “dream location.”
To apply, applicants must submit their runway walk wearing Abrand’s Jeans via TikTok using the #AbrandNextIcons hashtag and sound (a feature unique to the ByteDance-owned platform), where they’ll also have the chance to be featured on Abrand’s TikTok—which has over 4,200 followers—while the public can vote at abrandjeans.com for their favorite applicants.
Applicants can purchase or try on Abrand Jeans at select Urban Outfitters, where they can film their submission in-store.
After voting ends—between Feb. 25-March 25, depending on location—the top 50 voted entries will be invited to join in-person casting events in Auckland, Brisbane, Los Angeles, Melbourne, New York, Sweden and Sydney. Participants from across the globe are free to participate as long as they can get themselves to a casting.
“We’re excited to see the type of talent that comes out of this,” said Caitlin Johns, marketing manager at Abrand. “We’re giving a platform to the people who don’t have access to an agency, which we believe will be more fulfilling than doing a campaign with established models. ”
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From there, a panel of judges from Precision MGMT and Abrand Jeans will select the top six finalists that will win a flight to Los Angeles, hotel accommodation, a studio photoshoot, an Abrand wardrobe—including 12 pairs of jeans—and an event with the other finalists.
The campaign featuring the top six finalists will be released globally in April. Shortly after, voting will reopen, and the public will select the single finalist who will win and become Abrand Jeans “The” Next Icons Model.
Abrand Jeans isn’t the only brand taking a more open approach to finding fresh faces. In October, the Los Angeles-based premium denim brand Good American launched its fifth annual Opening Casting model contest where they sought out women who embodied the brand’s values of “emulating confidence and female empowerment, no matter their size, background or location.”
The winners of the contest were featured in Good American’s Spring 2023 campaign, and received mentorship sessions and movement classes with industry professionals at agency Natural Models in L.A. where they also had the chance to be signed.