Emma Balfour goes American Psycho for 10 Magazine

Yet another fortysomething modelling icon hard back at work

Emma Balfour makes a cameo appearance in the Autumn/Winter 2013 edition of 10 Magazine – which, as previously reported, is now being co-published in Australia under license by former Grazia and Harpers Bazaar Australia editor Alison Veness-McGourty (here’s a quick chat we had with her in the leadup to the launch of the local edition earlier this year).

The theme of the new issue is film and in Balfour’s editorial, she is channeling the American Psycho thriller – Mary Harron’s 2000 film adaptation of the Bret Easton Ellis novel, which starred Christian Bale in the title role of Patrick Bateman.

10 and 10 Men go on sale in Australia on Monday but were released earlier this week in the UK and some of the content is already online.

Here is a first look, below, of Balfour’s new 10 editorial, which was shot by Frederike Helwig. 10 Magazine founder/editor-in-chief Sophia Neophitou is the credited fashion editor.

10 Magazine also released this YouTube behind-the-scenes video of Balfour’s shoot:

http://youtu.be/y4Ssj7Q66LQ

Balfour’s resurgence over the past five years is testament to the enduring appeal of the supermodel.

And by “supermodel”, Frockwriter is not just talking about the original ‘supermodel’ posse of Cindy Crawford, Christy Turlington, Naomi Campbell and co, who emerged in the 1980s, a number of whom are still working today.

Neither Balfour nor Kate Moss were officially part of that pack, but they both became major modelling faces in the 1990s; a fragile, ectomorphic – and in the cace of Moss, barely-pubescent – backlash to the womanly supermods.

With the excesses of the 1980s well behind everyone at the time and the world in the grips of a major recession, is it any surprise, really, that it wasn’t ‘power’ figures à la Campbell and co who came to define this era, but a swag of androgynous street urchins?

Championed by British photographers such as David Sims and the late Corinne Day, they were dubbed, respectively, the “waifs” and the faces of grunge and “heroin chic”.

Balfour originally hails from Adelaide. Coincidentally, Sims recently turned his attention to a new rising Australian star from the same home town: April Tiplady.

It’s a simple equation, surely.

Become an “icon” and establish your brand in the very short window of time that either a teenager or early twentysomething has to stand out from the overcrowded modelling pack and there’s every chance you can return to modelling at a much later date if it so interests you.

In terms of the content of the world’s fashion media, that’s a good thing, presumably, for all those so-called “forgotten” female consumers of a certain age who feel the fashion industry has passed them by.

“Once the economy goes down, you need to do as many different demographics as you can and bring the old birds in who people are familiar with” Balfour told The Sun Herald in 2009, ten months after she made her runway return pushing forty, walking for two of New York Fashion Week’s hottest tickets: the Marc Jacobs and Alexander Wang shows.

From Christy Turlington in the latest Calvin Klein Underwear campaign; to Jerry Hall, Pat Cleveland and Marisa Berenson for MAC cosmeticsHelena Christensen in the 2014 Pirelli calendar; and Kirsten Owen for Prada’s Fall campaign and the latest editions of i-D, Dazed & Confused and LOVE magazines, it’s lovely to see so many of those familiar faces back in action.

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