How Germany's Next Topmodel Became an Influencer Powerhouse Over 21 Seasons
Germany’s Next Topmodel (GNTM) has been reshaping the modelling industry for nearly 21 seasons. What began as a traditional beauty contest has now transformed into an influencer academy. This year’s finale will take place in Hollywood, with two winners set to receive €100,000 each and a cover shoot for Harper’s Bazaar. The show first launched as a straightforward modelling competition, where aspiring models competed for contracts with high-fashion brands like Vogue and Versace. Over time, it shifted focus, aligning itself with commercial clients such as eBay and McDonald’s. This change mirrored broader trends in the industry, where social media influence often outweighs traditional runway success.
GNTM has faced criticism for promoting narrow beauty standards, pressuring young contestants to conform to thin, conventionally attractive ideals. Yet in recent years, the programme has broadened its approach. Contestants now include people with diverse body types, backgrounds, and even physical differences—such as beer bellies, hair loss, or hearing impairments. A signature feature of the show remains the dramatic makeover episode, where models undergo bold hairstyle transformations. Host Heidi Klum, once rejected by the German modelling industry for being ‘too fat,’ built a global brand and used the show to create opportunities for others. GNTM has become a platform centred on women, gay people, and trans individuals, offering them visibility, travel, and career-building chances. Many past contestants, including Stefanie Giesinger, Rebecca Mir, and Lena Gercke, have leveraged their time on the show to become successful influencers and entrepreneurs. New episodes air every Thursday, maintaining the show’s long-standing popularity. The current season’s finale will mark another milestone, with the Hollywood event capping off a competition that now balances glamour with evolving discussions about beauty and representation.
The finale will crown two winners, each securing €100,000 and a Harper’s Bazaar cover. GNTM’s shift from high fashion to influencer culture reflects changing industry priorities. Meanwhile, its growing diversity signals a gradual move away from rigid beauty norms—though debates about its impact continue.
