Big data as an excuse to clutter your Instagram feed with models. I like how you operate researchers from the Indiana University School of Informatics and Computing. The team at the school thinks they have perfected a formula to predict the fall’s breakout star.

Why fashion? Emilio Ferrara, an assistant research professor, explained the decision came down to the fashion industry’s cutthroat nature. It’s winner take all. The constant marketing on social media also gives the largest dataset for studying the ‘science of success.’

Right on guys. You have perfected the excuse as to why you are following thousands of scantily clad models. I swear honey, this shit is for science.

How does it work? In September 2014, they collected the Instagram accounts and cross-checked them with the variety of fashion directories. In total, 400 models were researched to see who would be the most in-demand model for the Fall/Winter 2015 season.

‘We counted how many posts the models did, and how many likes and comments each post would get, on average.’

Then using the Fashion Model Directory – that’s evidently a thing – they combed through data on everything from number of jobs down to measurements.

‘We collected the data on their portfolios: how many runway walks the models had already done, and a few other figures such as height [and] shoe size.’

The formula has managed an 80 percent success rate in predicting the model’s popularity, or what they have dubbed ‘the Kendall Jenner effect.’ Oh, someone was just caught catching up on People Magazine and having the DVR set to E!.

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Which models made it big? Out of eight ‘new faces,’ six made a splash. Sofia Tesmenitskaya, Arina Levchenko, Renata Scheffer, Sasha Antonowskaia, Melanie Culley, and Phillipa Hemphrey.

Models that don’t interact with their fans or don’t post as often can be overlooked. Social media has changed the game, and the Kendall Jenner effect is real.

Letting people into your life to further your career that is predicated on looks is a no-brainer. It used to be the magazines and number of catwalks acted as a gatekeeper between the model and celebrity status.

Today? That’s social media. Those expertly planned selfies are just as vital as landing the cover of a magazine. Which pays more? A one-off shoot, or legions of fans that like, comment and hang on your every status update.

Well played Indiana University researchers. Next time I’m in trouble for having a cluttered Instagram feed, I’m blaming science.

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