The “model off-duty” street style has become so influential in the fashion world that it now represents an entire ideal of aspiration within the industry. Paparazzi photos of models like Gigi Hadid grabbing coffee in the morning can influence an unimaginable number of people. Although loved by many, this aesthetic also comes with controversy. Are these outfits truly casual, or are they carefully constructed for the fashion industry?
Behind the curtains of the models’ off-duty style
The off-duty fashion inspiration began in the 1990s with the “Big Six”: Naomi Campbell, Kate Moss, Cindy Crawford, Christy Turlington, Linda Evangelista, and Claudia Schiffer. They were the most iconic supermodels of their time.
The concept behind the style was to show what these supermodels wore in their daily lives, without all the glamour and luxury of the runway. Paparazzi played a major role in popularizing the aesthetic, as they were responsible for capturing spontaneous photos of the models outside fashion events. The visibility these images gained started a movement much bigger than anyone could have imagined.
Over the years, model street style has become almost an art form, with people constantly analyzing outfits and trying to recreate them. Fashion magazines frequently publish guides teaching readers how to achieve the “perfect” off-duty look. “Known for their timeless, effortlessly put-together off-duty street looks, they’ve mastered the art of transitional dressing,” wrote Sarah Maberry for Elle.
But when did this trend stop feeling natural and start becoming constructed? Many supermodels want to present themselves as casual and approachable, yet some paparazzi moments are carefully coordinated. This challenges the original idea of spontaneity. After all, can an outfit still be considered effortless when the person is knowingly posing for the cameras?
Another reason why this aesthetic can feel unrealistic is that many of these outfits are professionally styled. Dani Michelle, for example, is a fashion stylist and consultant known for dressing celebrities such as Kendall Jenner, Hailey Bieber, Bruna Marquezine, and Daisy Edgar-Jones. Beyond red carpets and events, her social media posts also reveal the styling of “casual” looks planned for public appearances.
The image above shows a seemingly simple outfit worn by Hailey Bieber: light-wash straight jeans, a white T-shirt, a fur jacket, and sunglasses. Fashion — especially celebrity fashion — increasingly depends on professional stylists to create minimalist looks made from basic wardrobe staples. Clothing is often presented as effortless, but behind the scenes, there is strategy, branding, and economics involved.
The economics of casual chic
The model off-duty style became popular because it feels achievable. Unlike haute couture runway looks, these outfits appear wearable for everyday people. Someone can recreate a supermodel-inspired outfit with jeans, sneakers, and a white shirt and still feel connected to the glamour of fashion culture.
The problem begins when brands recognize this desire and start overpricing “basic” fashion to profit from the aesthetic. Around the world, brands that once positioned themselves as accessible have increased their prices, while newer labels built around minimalist fashion launch with luxury-level costs.
Sasha Meneghel launched her brand Mondepars in 2024. The brand promoted durable designer clothing and positioned itself against fast fashion. However, over time, many consumers noticed that several collections consisted of minimalist wardrobe staples sold at very high prices. While this may align with the brand’s concept, it also reflects how profitable the off-duty aesthetic has become.
This outfit, composed of a bag, shirt, blazer, and jeans, costs approximately 9,830 reais. In today’s fashion industry, even the most common pieces can cost thousands, as brands rely on exclusivity and image to justify high prices for otherwise simple clothing.
Social media and the influence of the off-duty style
In the 2020s, social media has become one of fashion’s biggest driving forces. Platforms such as TikTok, Instagram, and Pinterest shape trends almost instantly. Many users scroll through these apps specifically looking for outfit inspiration, and model off-duty fashion dominates this landscape.
Posts like these have become extremely common, with magazines such as Vogue using photos of supermodels and celebrities to inspire audiences to recreate their outfits. This reinforces a culture in which personal style is increasingly shaped by what people consume online.
The “clean girl” aesthetic, popularized on TikTok, specifically focuses on minimalist fashion, fresh makeup, and effortless beauty. Hailey Bieber became one of the main faces associated with this trend, influencing both fashion and beauty standards through her casual outfits and polished appearance. The idea of looking “basic” has now become aspirational.
People who once dressed mainly according to their personalities are increasingly dressing to fit trends and online aesthetics. The model’s off-duty style has permanently changed the fashion industry, and with the rapid growth of social media, its influence over personal style continues to expand every day.
__________
The article above was edited by Giovanna Rodrigues.
Liked this type of content? Check out Her Campus Cásper Líbero for more!