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A new social network for the fashion industry is drawing both industry professionals and advertisers seeking to reach the few able to gain access, reports The Wall Street Journal.
ModelsHotel.com is the work of Jesper Lannung, a former banker.
The destination was built as a safe haven exclusively for those working professionally in the fashion world. Over 2,000 people have attempted to register for membership, but Lannung has rejected over half, rationalizing that they do not meet certain qualifications.
This super-targeted viewership is drawing the roving eye of fashion advertisers eager to reach niche influencers. ModelsHotel has consequently signed a number of big-name marketers who hope influential designers and models will build a groundswell of buzz about their products by incorporating them into designs or wearing them on the catwalk.
Practicing contenders to this philosophy include Glam Media, which sees reach as key to tapping major advertising dollars.
For Models Hotel, however, the notion seems to work. And the kick-off of Fashion Week in New York City has drawn a number of buzzing marketers into its honey pot.