“Ludi is so fast,” Lauren Moshi's cofounder, Michael Moshi, tells me over the phone when I asked him why he thinks Delfino is used consistently by retailers. Today Ludi Delfino is one of the internet's most visible e-commerce models, working regularly with brands that range from fast fashion (Forever 21, SheIn), subscription services (FashionPass), and contemporary labels like BCBG, Lauren Moshi, and ASTR. “That was life-changing for the career of models like me,” Delfino says. But, over time, remote purchasing moved off the physical page and onto the web.
In a world of Biebers and Jenners and Hadids, it's hard to imagine hot young things being boxed out of the fashion industry, but when Delfino was coming up, not fitting into the rigid runway and high-end editorial mold often meant turning to the direct-to-consumer print catalogs brands would send shoppers in the mail (kids, ask your parents), which she did every three to four months.
I read her some of the comments, including one that said, “This girl shows up as one of my recognized friends in my iPhoto People & Places because I've screen-shotted her outfits so much.” Another: “She shows up on my IG and FB feed more than my kids.” “I was dying,” she tells me over Zoom from her home in Los Angeles days after I DM'd her asking whether she'd be willing to talk about the unique niche she's carved for herself-ubiquitous anonymity-in an industry that's currently all about leveling up and up and up until you become a household name. She has, and some TikToks too, which also playfully underscore her everywhere-ness. In fact, that's probably how you know her-as “that girl.” How strange that she's arguably the most successful e-commerce model working today and yet so few people know her name. If you've shopped online during the last decade, you probably laughed because of course you've seen that girl. “This girl really carries the weight of online shopping on her shoulders,” the tweet said, which was created last month by the Instagram account The image: a pretty blonde model in a cutout dress, subtly smiling at the camera.
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