Of course, the show is no longer about fashion, models or beauty, nor about self-realization or empowerment. The influencers of tomorrow are cast here. And economically it makes perfect sense.
With every new season of “Germany’s Next Top Model” the same complainers get louder. The show is nonsense, they say. Hanebüchene challenges, staged catfights and in the end there isn’t even a real model.
The fundamental criticism is based on a misunderstanding. Because Heidi Klum isn’t looking for models at all. Of course not. Rather, she runs a sophisticated assessment center for one of the most popular jobs of the future: medium-sized influencer. The candidates – and more recently candidates – know this very well. Dangling from cranes, smooching underwater and keeping your mouth shut when cockroaches crawl over your arms are all preparations for a life on the internet. The fact that Heidi Klum still clings to the word “model” is of course wrong. Sort of like if you were looking for staff for an O2 shop, but heading the job advertisement with “telephone operators”.
Because of “model mom”
The industry called “Creator Economy” is tough and competitive. And the market for people who play games, travel and put on make-up in front of their iPhone cameras is actually saturated in Germany, at least according to the German Economic Institute. But you can still dream. In a survey by Göttingen University, half of 640 high school graduates surveyed wanted to become influencers. And 70 percent of parents didn’t even know anything about their children’s career plans. Of those who knew, 60 percent didn’t think anything of it. Support works differently.