STYLE

What It's Like To Model For Gilt Groupe & Shopbop

12/04/2010 11:02 am ET | Updated May 25, 2011

Online apparel retailers want women who look good in motion since 360-degree shots of merchandise (and often video) are de rigueur. "It's our responsibility now to not only educate models to look good on camera, but also to educate them in how to move," said Ivan Bart, the managing director of IMG Models worldwide, adding that top-tier magazines also now often require doing B-roll video for their sites in addition to print editorial spreads. (Moving well also helps with the 50-odd clothing changes a session sometimes required of online models.) "The Internet is definitely driving it," Mr. Bart said. "People are understanding that's the way the consumer is being seduced."

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