The High Cost of Looking Fabulous at New York Fashion Week
It’s no secret: looking stunning isn’t easy or inexpensive. Models strutting their stuff during New York Fashion Week (NYFW) may possess natural beauty, but they still invest heavily to ensure they shine on the runway.
“It requires ongoing maintenance, not just showing up and walking,” Natalie Demarco, a 25-year-old model, shared. Ahead of a show, she typically spends around $2,000 in the weeks leading up to the event. “From skincare and hair treatments to gym memberships and castings—I’m constantly investing in myself before the paychecks roll in,” the 5’11” model remarked. “While it seems effortless on the runway, there’s a whole lot happening behind the scenes.”
When it comes to skincare, Demarco engages in a luxurious routine, especially before a big show. She regularly uses Kiehl’s Ultra Facial Cleanser and Stratia Interface Peptide Cream, but has ramped up her regimen to include facials twice a week, each costing around $200. “That adds up to about $800, not including tips—pretty steep,” she confessed.
For fitness, Demarco attends Natural Pilates in Soho, where a membership for 12 classes a month runs about $450. “In the weeks before NYFW, I aim for at least three classes a week,” she noted. Additionally, she takes Barry’s Bootcamp classes, adding another $43 per class to her expenses.
During NYFW, models get plenty of exercise running around the city and walking the runway. Demarco humorously added, “Getting 10,000 steps a day is my top priority. Thankfully, that’s free.”
However, grooming isn’t free. She typically spends $150 on manicures and can go up to $500 for haircuts and color before hitting the runway, although she skipped the latter this season. For castings, she budgets around $100 to $200 for new outfits and about $100 on makeup for after-parties. She’s also careful about her diet, leaning towards fresh foods and high-quality proteins, estimating her grocery bills at Whole Foods can reach $200 weekly.
Demarco isn’t alone in her spending spree. Gwendolyn Carson, a 24-year-old model with nearly a decade of experience, is also racking up expenses. “I do fitness classes and beauty treatment too,” she mentioned. Carson enjoys Sui Yoga in Soho, which costs $240 for basic membership, and follows a detailed skincare routine involving prescription treatments and high-end products.
Interestingly, such hefty investments often don’t pay off during runway shows. Rachel Willingham, a former model turned designer, revealed she never made more than $500 for a runway appearance, with most models lucky to break even. “It’s often more about exposure than actual earnings,” she explained. “Only top models, the ones you see in major campaigns, truly reap financial rewards.”
Despite the costs, many models strategically use their social media presence to receive treatments and products at a discount or even for free. Demarco employs platforms that connect models with beauty services in exchange for social media content, allowing her to maintain her routine at a reduced cost. “It’s a way to stay on top of everything without going broke,” she noted.
Carson echoed this sentiment, highlighting how these opportunities save significant amounts of money during stressful prep times. “You can spend almost every day without footing the bill for meals,” she added.
Even so, for those paying upfront, the expenses are deemed worthwhile. “NYFW is a pivotal week where models can make valuable connections,” Demarco expressed. “To me, ‘locking in’ means looking and feeling my best so that I can enter any space with confidence. You never know what might come out of it.”
“A lot can happen in a week, and I’d much rather fully immerse myself than feel like I missed out,” she concluded.
