Apart from just having good genes or being beautiful, there is a part of the modeling industry that deals with marketing of each model. Many times if the right photographer, agency, or brand push the model into the public eye, it creates a desire for that model as well. It is often not just a persons beauty or physical features that create a public opinion of beauty but what is being promoted.

Gisele went from this;

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To this;

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And it was because the right people nurtured her career since being discovered at McDonald’s in Brazil.

The same went for Kate Moss.

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She was shorter than most Supermodels but because of the right promotion, she was discovered in 1988 at age 14 by Sarah Doukas, founder of Storm Model Management, at JFK Airport in New York City, she went on to convince people in the industry that her look was in.

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So not always is it a certain beauty that determines what is in or not. People are sometimes convinced of what is considered beautiful. Gisele came along at a time when Brazilians were the “in” thing and she has gained success from being naturally tall and beautiful but it also took the right promotion from agencies and brands she has worked for and the photographers who shot her.

Source: Why is Gisele Bündchen so popular? – Quora