The Model Code of Conduct

As designers increasingly rope in celebrities to bring visibility and longer social media shelf life, models feel shortchanged and sidelined

- By SIDDHANT KONDUSKAR

Today, the backstage atmosphere at an Indian fashion show, as described by Akansha, a 24-year-old model from Mumbai, is of calculation rather than excitement.

Having practised their walks till the last minute, the models wait quietly, their shoes in hand and clothes expertly pinned, for their cues to go onstage. “Then, a famous celebrity shows up. The atmosphere shifts suddenly. Stylists hover, managers intervene, and phones are out,” says Akansha, who only goes by her first name. “The hierarchy is evident by the time the show starts.” The loudest applause will be for recognisable faces rather than the fall of the fabric or the discipline of a walk. Once a professional area governed by technique and training, Indian runways are now a “theatre of celebrities”.

Bollywood celebrities have taken centre stage as showstoppers, campaign faces, and runway regulars at India’s fashion weeks, luxury showcases and brand launches—occupying a space traditionally reserved for models. However, global fashion capitals like Paris, Milan, London, and New York continue to predominantly depend on professional runway models, with only occasional celebrity appearances.

Although this change is not new, it has become significant enough to cause concern. For many in the industry, the question is no longer whether celebrities should be on the ramp, but rather what is lost when glamour takes precedence over skill.

The fashion and film industries have always been interdependent. For years, while actors have inspired personal styles, designers have depended on movie stars to add aspirational value to their brands. However, the presence of celebrities on runways has grown from special appearances to structural dependence, more so after the Covid-19 pandemic.