Developing a Personal Brand as the Foundation for a Professional Career as an International Fashion Model

This study examines the role of personal branding in building a sustainable professional career in international fashion modeling. The global fashion industry, valued at approximately USD 1.84 trillion in 2025, is undergoing a fundamental transformation driven by digital platforms, social media engagement, and shifting consumer expectations. The purpose of this research is to identify and systematize the key components of personal brand development for fashion models operating in competitive international markets. The methodology integrates a systematic literature review, comparative case-study analysis, and content analysis of digital branding strategies employed by established and emerging models. Results demonstrate that a strategically constructed personal brand comprising visual identity, digital presence, unique value proposition, professional networking, and authentic narrative significantly enhances a model's market positioning, booking frequency, and long-term career sustainability. The study proposes an original Integrated Personal Brand Architecture Model and a Digital Engagement Funnel framework, offering practical tools for aspiring and established models. The findings contribute to the intersection of personal branding theory and creative industry career management, and will be of interest to fashion industry professionals, modeling agencies, marketing scholars, and individuals pursuing careers i international fashion modeling.