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By the mid-1990s, a new movement emerged called heroin chic.

While the supermodels of the 1980s were still in demand, the heroin chic look was popular amongst New York and London editorial clients.

The model who inspired the heroin chic movement was Jamie King who actually suffered from heroin addiction.

However, it was Kate Moss who became the poster child of the heroin chic movement through her ads with Calvin Klein.

It was during the heroin chic era were fashion split into two different categories: editorial and commercial.

While there have always been lifestyle type models, until the 1990s there were never commercial supermodels.

With the popularity of Victoria's Secret and Sports Illustrated, there was a need for healthier non-heroin chic supermodels such as Heidi Klum which paved the way for the Brazilian Bombshell movement.

In spite of the heroin chic movement, model Claudia Schiffer earned a staggering $ 12 million, proving the industry was more versatile than previous decades. The mid 1990s also saw many Asian countries establishing modeling agencies.