The fashion industry has always thrived on spectacle, but in the digital age, a single moment on a runway, a controversial photo, or a candid social media post can instantly turn a model into a global phenomenon. These viral moments often transcend fashion itself, injecting models into mainstream cultural conversations and fundamentally changing the trajectory of their careers—and sometimes, the industry itself.
Naomi Campbell’s Tumble (1993)
While predating the modern internet, this moment became a viral video clip circulated endlessly in the early days of digital media. During a Vivienne Westwood show in 1993, supermodel Naomi Campbell took a spectacular tumble on the runway, falling dramatically thanks to incredibly high platform shoes.1 Instead of reacting with embarrassment, she famously got up and laughed, maintaining her composure and professionalism.2 This powerful display of grace and resilience turned the potential disaster into an iconic moment, solidifying her status not just as a model, but as a legendary force of nature. It’s a moment often cited as proof that true stardom lies in how you handle unexpected adversity.
Cindy Crawford’s Pepsi Commercial (1992, but Always Viral)
Like Campbell’s tumble, this moment pre-dates YouTube but achieved endless digital replay status, making it one of the most recognizable and enduring advertisements in history. Cindy Crawford stepping out of a red Lamborghini in a simple white tank top and denim shorts to grab a Pepsi remains a benchmark for combining sex appeal, Americana, and effortless cool. The slow-motion reveal made her a household name outside of fashion circles, proving the power of a single, well-executed commercial to achieve mass, and perpetually viral, cultural saturation.
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Kendall Jenner’s Fyre Festival Promo (2017)
The disastrous Fyre Festival was a perfect storm of internet outrage and schadenfreude, and models were central to its initial hype. Kendall Jenner was one of several top models who promoted the festival via a single, highly paid Instagram post that simply showed a graphic and the caption: “So hyped to announce my partnership with @fyrefestival…” When the festival imploded, the models’ paid promotions became a key focus of the backlash. While not a moment of glory, it was a massive viral event that highlighted the unprecedented financial power of models on social media and, critically, sparked major industry conversations about transparency and accountability in influencer marketing.
Bella Hadid’s ‘Homie’ Interview (2016)
Sometimes, the simplest moments go the most viral. While being interviewed on the red carpet at the Dior Art of Color exhibit, Bella Hadid used the word “homeboy” and described her style as “kind of comfortable, kind of me, kind of like, you know, my little homeboy style.” Her slightly awkward delivery and use of the phrase “homeboy” became an instant, massive meme. The clip was chopped, remixed, and shared countless times across all platforms, turning a casual fashion soundbite into a pop culture punchline and dramatically increasing her recognition outside of high fashion circles—for better or worse.
Winnie Harlow on ANTM and Beyond
Winnie Harlow (Chantelle Brown-Young) first gained widespread attention for her appearance on America’s Next Top Model due to her distinctive skin condition, vitiligo. Her visibility on a major television show sparked immediate, fierce debates across the internet about beauty standards, representation, and tokenism. Though she did not win the competition, the viral conversation surrounding her appearance launched a major international career. She leveraged the initial internet debate to become a globally recognized supermodel, successfully pushing the fashion industry to broaden its definition of beauty and using her own image as a powerful, viral statement.
These moments, whether coordinated, accidental, or controversial, demonstrate that modern stardom is often catalyzed by the collective, explosive power of the internet. They remind us that for models today, success relies not just on walking a runway, but on mastering the unpredictable art of going viral.