In 1994, a model participated in the competition that did not come first, but won the world and became known everywhere “The look of the year”. Thirty years later, there is no one who doesn’t know Gisele Bündchen. Well now, in 2024, with all the cultural changes that society has experienced in recent times, the competition is taking a step forward and will accept models without a maximum age limit.
In addition to Gisele, the “The look of the year” it also revealed top models like Isabeli Fontana, Michelle Alves, Raica Oliveira, Ana Beatriz Barros and Carol Ribeiro in the 90s.
Reprinted and relaunched under the auspices of JOY Model since 2013, the event has attracted more than 20,000 entries per edition. And this month it will promote the selections in person in various cities in Brazil. Online registrations can be made until October 30th. Candidates will also be examined virtually.
The decision not to impose age limits aims to combat ageism in fashion and democratize opportunities in the beauty market. And the idea couldn’t be more current. Even though older models have been appearing on the catwalk for a few years now, the peak of this trend has just been reached in international fashion shows. The Sunnei brand, by Loris Messina and Simone Rizzo, already considered “the fashion brand of the craziest new generation in Italy”, had a casting only for over 50s, with an average of 70. Not that this was anything new. Here Ronaldo Fraga has already included the elderly in his fashion shows on more than one occasion, such as in 2009 and 2017.
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Representing diverse beauty, the pageant had already abolished body measurements as prerequisites, definitively leaving behind requirements such as age up to 20 years, minimum height of 1m75, hips of 90cm, among others, which were common in beauty pageants. The only requirement of “The look” Candidates must be at least 16 years old, the minimum age required by law to enter the professional modeling market.
Top model manager and pageant director in Brazil, Liliana Gomes celebrates the evolution: “Since the 90s I have been working as a modeling agent and I remember that women at that time had an expiration date. When we approached 30, a career in fashion ended. It ended even if you had children or got married. Being an independent woman in the 90s meant giving up space.” remembered.
Liliana Gomes has a legion of discoveries and launches at the top of fashion in her history. She was responsible for the competition in the 1990s, organized by the extinct Elite agency in Brazil, when it revealed names such as Gisele Bündchen, Isabeli Fontana, Michelle Alves, Raica Oliveira, Ana Beatriz Barros and Carol Ribeiro.
Today Liliana runs her own agency, JOY Management, in collaboration with the entrepreneur Marcelo Fonseca. With 15 years of activity, JOY is among the market leaders and represents names such as Lais Ribeiro, Erika Hilton and Rita Carreira.
“All this has a lot to do with the evolution of the market and society itself. Women today, aged 60 or more, are in the job market. At 70 they continue to have a career. They cannot see themselves represented by girls of 20. They need to have a more adult woman who represents who they are. We live in a time where people live longer, they don’t put themselves in the position of saying “I don’t consume anymore, I’m old”. everyone remains a human being with expectations, desires, participating in society, in fashion, in consumption. Women exercise their total freedom and fashion anticipates and reflects society’s movements,” she reflects.
How to sign up
Registration for “The Look of The Year” is completely free and is open until October 30th www.thelookoftheyear.com.br. The national final of the event will take place on December 5 in Sao Paulo. Applicants can get information on Instagram: https://www.instagram.com/thelookoftheyearbrasil/. Email: candidates – newfaces@joymgmt.com / scouters – thelook@joymgmt.com
Discover the complete program of live selections for the Look of The Year 2024.
04/10 – Maringá (PR)
05/10 – Londrina (PR)
05/10 – Belém (PA)
05/10 – Boa Vista (RR)
05/10 – Teresina (PI)
17/10 – Divinópolis (MG)
10/19 – Chapecó (SC)
10/19 – Campo Grande (MS)
24/10 – São Luiz (MA)
24/10 – Anapolis (GO)
25/10 – Goiania (GO)
25/10 – Fortaleza (CE)
26/10 – Brasilia (DF)
26/10 – Porto Alegre (RS)
26/10 – Joinville (SC)
26/10 – Jump (SP)
26/10 – President Prudente (SP)
28/10 – Mafra (SC)
06/11 – Ponta Grossa (PR)
07/11 – Curitiba (PR)
08/11 – Patos de Minas (MG)
09/11 – Blumenau (SC)
09/11 – Uberlândia (MG)
09/11 – Uberaba (MG)
11/16 – San Paolo (SP)
Other dates will be announced soon, covering the municipalities of Rio Branco (AC), Natal (RN), Recife (PE), Salvador (BA), Pouso Alegre (MG), Teresópolis (RJ), Cabo Frio (RJ) and Caxias ( RS). Important Information: Children under 18 must be accompanied by a parent or guardian. On the selection day, do not wear makeup and bring a bikini/shorts with you for personal use.
Source: Terra
Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.
