The 10 Most Popular Models You See in Campaigns Over and Over (and Over) Again

by Renée Tse November 10, 2016

Ever wonder why you’re seeing the same models over and over again on billboards and in commercials? Well, it’s because they are everywhere.

Kendall Jenner was just announced as the latest ambassador for La Perla, adding yet another gig to her resume this year. But the fashion darling isn’t the only model racking up the brands. In 2016 alone, Argentinian model Mica Arganaraz already has 22 ads under her belt. Back in May, Karlie Kloss was named the new face of Swarovski, a role previously held by Miranda Kerr. In case you’re wondering where else you’ve seen her this season, she’s fronted the Spring 2016 campaigns for Diane Von Furstenberg, Topshop and Joe Fresh. Calling Kloss a fashion powerhouse would be an understatement. But the thing is, she’s been one of the most sought-after model for number of years now. Last year alone, she had 25 campaigns under her belt. Adding another one to her ever-growing portfolio is really NBD. While we’re excited about the news, we can’t help but wonder: how do up-and-coming models feel about this?

The funny thing, that’s how it was in ‘90s with supes like Naomi Campbell, Claudia Schiffer, Kate Moss and Cindy Crawford gracing every ad and cover, season after season. Fast-forward to 2016 and not much has changed. Well, except the fact that Hailey Baldwin, Gigi Hadid and Bella Hadid are the new replacements. But with the new crop of ~~supermodels~~ Insta girls having such massive fan bases, can we really blame brands for tapping the most followed models on social media to help drive sales? It’s strictly business.

We count down the 10 most popular (and money-making) models of the year so far.

1/10

10. Emily Ratajkowski

Stats:

2015: 2 campaigns
2016: 4 campaigns
– Jason Wu Fall 2016
– Express Summer 2016
– Marc Jacobs Spring 2016
– Jacquie Aiche Jewelry Spring 2016

2/10

9. Jourdan Dunn

Stats:

2015: 7 campaigns
2016: 7 campaigns
– Kate Spade Fall 2016
– Balmain Fall 2016
– Liu-Jo Fall 2016
– Kate Spade Summer 2016
– Liu-Jo Jeans Spring 2016
– Express Spring 2016
– Maybelline 2016

3/10

8. Hailey Baldwin

Stats:

2016: 9 campaigns, 1 lookbook
– HB x Sass & Bide Resort 2016
– Guess Holiday 2016
– Karl Lagerfeld Love From Fall 2016
– Hilfiger Denim Fall 2016
– Guess Fall 2016
– Tommy Hilfiger Denim Spring 2016
– H&M loves Coachella Spring 2016
– Philipp Plein Spring 2016
– Ralph Lauren Denim & Supply Spring 2016

4/10

7. Joan Smalls

Stats:

2015: 15 campaigns
2016: 8 campaigns, 2 lookbooks
– Karl Lagerfeld Love From Fall 2016
– Balmain Fall 2016
– Stuart Weitzman Spring 2016
– Marc Jacobs Spring 2016
– Moschino Spring 2016
– Givenchy Spring 2016
– Estée Lauder Spring 2016
– Givenchy x Nike Lab Fall 2016
– Free People February 2016
– La Ligne Spring 2016

5/10

6. Bella Hadid

Stats:

2015: 5 campaigns
2016: 8 campaigns
– J.W. Anderson Fall 2016
– Calvin Klein Fall 2016
– Dior Makeup
– Givenchy Fall 2016
– Joe’s Jeans Spring 2016
– Topshop Denim Spring 2016
– Versace Palazzo Empire Handbags Spring 2016
– Marc Jacobs Spring 2016

6/10

5. Kendall Jenner

Stats:

2015: 13 campaigns
2016: 12 campaigns
– La Perla Spring 2017
– Elie Saab Fall 2016
– Penshoppe Fall 2016
– Fendi Fall 2016
– Marc Jacobs Fall 2016
– Estée Lauder Modern Muse Eau de Parfum Fragrance 2016
– Estée Lauder Modern Muse Le Rouge Gloss Fragrance 2016
– Calvin Klein Spring 2016
– Calvin Klein Body Spring 2016
– Calvin Klein Underwear Spring 2016
– Mango Spring 2016
– Estée Lauder 2016

7/10

4. Gigi Hadid

Stats:

2015: 9 campaigns
2016: 14 campaigns
– Maybelline Spring 2017
– Tommy Hilfiger Fall 2016
– Penshoppe Fall 2016
– Tommy Hilfiger ‘The Girl’ Fragrance
– Tommy Hilfiger x Gigi Hadid Collection
– Versace Fall 2016
– Stuart Weitzman Fall 2016
– Max Mara Accessories Fall 2016
– Versace ‘Dylan Blue’ Fragrance
– Maybelline Spring 2016
– Versace Spring 2016
– Stuart Weitzman Spring 2016
– BMW M-2 – Eyes on Gigi Hadid 2016
– Tom Ford Velvet Orchid 2016

8/10

3. Liu Wen

Stats:

2015: 9 campaigns
2016: 14 campaigns
– La Perla Spring 2017
– Puma Fall 2016
– Giorgio Armani New Normal Fall 2016
– La Perla Fall 2016
– Puma Turn It On With Liu Wen Fall 2016
– La Perla Spring 2016
– Puma Forever Faster 2016
– Erdos Spring 2016
– La Perla Eyewear Spring 2016
– Estée Lauder Advanced Night Repair 2016
– Mango Spring 2016
– Vidal Sassoon Happy New You 2016
– H&M Year of the Monkey 2016

9/10

2. Karlie Kloss

Stats:

2015: 25 campaigns
2016: 20 campaigns
– L’Oréal Paris Gold Obsession Fall 2016
– Swarovski Brilliant Inspiration Fall 2016
– Carolina Herrera Fall 2016
– Adidas by Stella McCartney Fall 2016
– Express Fall 2016
– Carolina Herrera ‘Good Girl’ Fragrance Fall 2016
– Liu-Jo Fall 2016
– Versace Fall 2016
– Swarovski #BeBrilliant Fall 2016
– Mango Metallics Spring 2016
– Barneys Spring 2016
– Diane Von Furstenberg Spring 2016
– L’Oréal Eivive Haircare 2016
– L’Oréal Paris Studio Pro 2016
– Joe Fresh Spring 2016
– Chanel Coco Noir Fragrance 2016
– Kurt Geiger Spring 2016
– Topshop Spring 2016
– Marella Spring 2016
– Liu-Jo Spring 2016

10/10

1. Mica Arganaraz

Stats:

2015: 9 campaigns
2016: 22 campaigns, 2 lookbooks
– Chanel Cruise 2017
– Zara Woman Studio Capsule Fall 2016
– Tiffany & Co. Fall 2016
– Alexander McQueen Eyewear Fall 2016
– AY Not Dead Jeans Fall 2016
– Paula Cahen D’Anvers Fragrance 2016
– Tom Ford Beauty Fall 2016
– Tom Ford Black Orchid Fragrance 2016
– Karl Lagerfeld Fall 2016
– Diesel Black Gold Fall 2016
– Alexander McQueen Fall 2016
– Sandro Fall 2016
– Chanel Beauty Spring 2016
– Fendi Resort 2016
– Chanel Spring 2016
– Chanel Beauty Spring 2016
– Bottega Veneta Spring 2016
– Sandro Spring 2016
– H&M Spring 2016
– Hugo Boss Spring 2016
– Tom Ford Spring 2016
– AY Not Dead Fall 2016

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