Face and the market

I was reading through the Malaysian Edition of Marie Claire and marvelled at how fashion has not really change much over the decades. Sure, there is always something claimed to be the new look which we all know as just recycled stuff from centuries of fashion developed since the beginning of civilisation. What is of greater interest to me now, beneath all the make up and clothes touted by the magazines to make you look like the hottest mannequin on the runway. The face of the mannequin. What makes them so popular and saleable? What makes them so highly marketeable that they are paid thousands just to pose, to be made up and dressed beautifully and to transform fashion photography into an art from the various pouts? (or as the dadas might call it performance art). A young Malaysian model, Amber Chia, is now touted as a soon to be supermodel, based on her success on being one of the faces for Guest Watch. What was Paul Marciano thinking when he picked her? Flipping through magazines would have various marketing directors of various luxury brands telling you why they pick this or that model (who inevitably has either been taken from winners of beauty pageants, modelling contests or high profile celebrities) to represent their product. But how does one put a face to a product? Is physical beauty now about being able to put a face to a luxury brand? How does a person associate a face with a brand? Why the need for branding using faces of men and women. Do we feel better using products that have for a spokesperson, a highly commodified individual, that is usually unreachable (despite all the rhetoric of being down to earth, simple, girl or guy next door). There are now fansites dedicated to these former clothes horse turned "models" (as opposed to the posthuman ideology that dehumanises human from the humanous to the posthumanous, fashion goes through dehumanising, humanising and dehumanising while humanising)
I am a woman on the street asking this question. I am no model nor do I have a marketable face. However, I am definitely intrigue by the idea of sex, body, face and the market forces.

Do these people live happily ever after, with all the applause that came with such enviable positions? Or do they go the way of expired products, with only an exceptional few breaking out? One can't trust what they tell you via media nowadays. Being in the fringe of the media industry, I do know that there are reporters and writers out there who don't believe in all that they write. There is always a need to emphasise the normal and the glam. Hence articles subterfuging the advertorial. Do luxury brands (like CD, LV,Dunhill products) expire or will they always remain timeless (as their ads like to tout).

This got me thinking of a movie starring Vanessa Redgrave and her sister (forgot the name) about a former child actress who spend most of her middle age thinking back of the glory days and feeling bitter about her current status.

If anyone knows of any studies done on this, let me know so that I can link it to ArchiveofLearning. This might be my next research programme, especially as part of my project on women and media.