Is it even possible to break into the modeling world in 2016 without a famous last name? Well, of course it is, but a little bit of nepotism certainly doesn't hurt. Over the past couple of years, "celebrity" models have dominated the industry — just think back to February 2014, when Gigi Hadid scored her breakthrough CR Fashion Book cover and Kendall Jenner made her major runway debut at Marc Jacobs's fall 2014 show. The era of the "Instagirl" was born.
In the time since, not only have the aforementioned models' younger sisters risen to stardom, but the industry has also taken its fixation with families to the extreme, casting relatives in ad campaigns, runway shows, editorials and on magazine covers together. Some of today's most sought after faces have a well-known parent or two (Hailey Baldwin, Georgia May Jagger, Willow Smith); others are following in their mothers' or sisters' supermodel footsteps (Kaia Gerber, Lottie Moss, Sailor Brinkley Cook); and some were simply born into more genetically blessed bloodlines than the majority of the population. But one fact is undeniable: kin is definitely in.
Considering how in-demand and social media savvy fashion's most popular families are, we decided to crunch some numbers in order to determine which clans are, in fact, the most influential — and therefore, most valuable to brands. We also called in the experts for guidance: D'Marie, a digital analytics agency and casting consulting company that connects brands with top models and influencers, ran our list of 20 families (which you can read in full below) through its system to establish which ones come out on top. The agency uses a combination of over 50 metrics — reach, engagement, click-through rate, etc. — to pinpoint the monetary value of an individual's social media portfolio, and also measures the success of her campaigns.
Top 5 Most Influential Families
Based on followers across Facebook, Twitter and Instagram on March 13, the below five families share the majority of the the social media audience (aka the most followers) of the list we gave D'Marie to analyze:
- The Jenner Family (Kendall and Kylie): 41.6%
- The Beckham Family (David, Victoria and Brooklyn): 26.9%
- The Delevingne Family (Cara and Poppy): 9.3%
- The Smith Family (Willow and Jaden): 7.7%
- The Hadid Family (Gigi and Bella): 5.8%
- Everyone else: 8.7%
Top 10 Most Influential Individual Family Members
In addition, D'Marie identified the top 10 most influential individuals from the list of families we sent, based on criteria like follower count, post frequency, post engagement, post reach and more across Facebook, Twitter and Instagram. Below are the results, including each person's total followers and total social engagements over the past 30 days:
- Kendall Jenner: 79,786,458 total followers; 49,729,582 total social engagements.
- Kylie Jenner: 80,490,559 total followers; 181,044,503 total social engagements.
- Cara Delevingne: 34,752,201 total followers; 23,155,698 total social engagements.
- Gigi Hadid: 18,919,487 total followers; 20,438,644 total social engagements.
- Victoria Beckham: 21,704,608 total followers; 5,304,523 total social engagements.
- David Beckham: 75,015,604 total followers; 11,467,770 total social engagements.
- Lily Aldridge: 4,978,876 total followers; 3,157,048 total social engagements.
- Rosie Huntington-Whiteley: 6,391,420 total followers; 2,356,517 total social engagements.
- Taylor Hill: 3,159,435 total followers; 7,622,569 total social engagements.
- Hailey Baldwin: 5,757,978 total followers; 7,492,478 total social engagements.
Sure, these numbers likely change every day and each individual's audience varies in size across platforms (for instance, only 64% of Kendall Jenner's social media following comes from Instagram, while the photo sharing app accounts for 94% of Taylor Hill's), but the figures give us a good sense of their value within the fashion marketplace — in other words, their earning potential for a sponsored post or a multichannel ad campaign, as well as their ability to actually sell the products that they promote.
Since late 2015, we've seen a whole new generation of fashion royalty begin their career ascents. From 14-year-old Kaia Gerber (who just landed a Vogue Paris cover with her mom Cindy Crawford, as well as a spot in the Alexander Wang spring campaign) to 16-year-old Anwar Hadid (who's appeared in the pages of L'Uomo Vogue and Nylon), it's clear that the industry's love affair with all things familial is far from over — not that preferential treatment or fame based on pedigree hasn't pervaded the fashion business in a less visible way for centuries. But as far as seeing moms, dads, sons, daughters, sisters, brothers and cousins posing together for top-tier campaigns and cover stories? Let's just say that our evidence suggests there's much more of that to come in the near future.
To round out our report, we took it upon ourselves — thanks, Excel! — to rank the original 20 families on our list based on their combined, verified public reach across Facebook, Twitter and Instagram (not each individual is on each network, however) as of Mar. 15 to determine which clans have the largest fan bases. With built-in followings like these, no wonder brands can't get enough.
The Top 20 Most-Followed Families in Modeling
- Kendall and Kylie Jenner: 160,277,017 total combined followers.
- David, Victoria and Brooklyn Beckham: 82,963,317 total combined followers.
- Cara and Poppy Delevingne: 37,923,935 total combined followers.
- Willow and Jaden Smith: 29,544,518 total combined followers.
- Gigi, Bella and Anwar Hadid: 22,998,341 total combined followers.
- Rosie and Toby Huntington-Whiteley: 6,433,157 total combined followers.
- Hailey, Ireland and Alaia Baldwin: 6,129,995 total combined followers.
- Lily and Ruby Aldridge: 5,023,233 total combined followers.
- Cindy Crawford, Kaia and Preston Gerber: 4,971,709 total combined followers.
- Lucky Blue, Pyper America, Starlie Cheyenne and Daisy Clementine Smith: 3,653,777 total combined followers.
- Taylor and Mackinley Hill: 3,149,832 total combined followers.
- Suki, Immy and Maddie Waterhouse: 1,250,781 total combined followers.
- Elizabeth and Georgia May Jagger: 949,156 total combined followers.
- Christie Brinkley and Sailor Brinkley Cook: 489,048 total combined followers.
- Stephanie Seymour, Peter and Harry Brant: 262,831 total combined followers.
- Dree Hemingway and Langley Fox Hemingway: 215,439 total combined followers.
- Edie and Olympia Campbell: 84,921 total combined followers.
- Kate and Lottie Moss: 51,021 total combined followers.
- Ruth and May Bell: 45,002 total combined followers.
- Alexandra, Ella and Theodora Richards: 30,373 total combined followers.
Ones to Watch
These sisters may not have the name recognition or Hollywood ties that many of the folks in our top 20 do, but they have ruled the runways over the past couple of seasons, earning the attention of designers like Marc Jacobs, Karl Lagerfeld, Miuccia Prada and Alessandro Michele. That, paired with the built-in buzz that comes with having a sibling in the industry, should be reason enough to get them on your radar — and your Instagram feeds.
- Elizabeth and Tyg Davison: 7,524 combined Instagram followers.
- Amalie and Cecile Moosgaard: 5,540 combined Instagram followers.
- Lia and Odette Pavlova: 16,118 combined Instagram followers.
- Baylee and Kelsey Soles: 13,908 combined Instagram followers.