NYFW Models Spend Thousands on Beauty, Fitness Ahead of Runway Shows

Runway-ready looks don't come cheap, with models forking out upwards of $2,000 on treatments and workouts before New York Fashion Week.

Published on Feb. 16, 2026

Got story updates? Submit your updates here. ›

New York Fashion Week models are spending thousands of dollars on beauty treatments, luxury fitness classes, and other preparations to ensure they look and feel their best on the runway. Top models like Natalie DeMarco, 25, and Gwendolyn Carson, 24, say the expenses can reach up to $2,000 in the weeks leading up to the shows, covering everything from facials and haircuts to Pilates memberships and Barry's Bootcamp classes. While the investments don't always pay off financially, the models see the exposure and networking opportunities of NYFW as worthwhile, even if it means going into the red.

Why it matters

The high costs associated with preparing for New York Fashion Week highlight the intense pressure models face to maintain a certain look and level of fitness. While the runway may appear effortless, the reality is that significant time and money goes into achieving that polished, runway-ready aesthetic. This story sheds light on the behind-the-scenes work and financial sacrifices models make to participate in one of the fashion industry's biggest events.

The details

In the weeks leading up to NYFW, models like Natalie DeMarco and Gwendolyn Carson ramp up their beauty and fitness routines, indulging in luxurious treatments like twice-weekly facials at $200 each, Pilates classes at $450 per month, and Barry's Bootcamp sessions at $43 per class. They also spend hundreds on haircuts, manicures, makeup, and new clothing for castings and events. The models leverage their social media presence to get some services and products for free or at a discount, but the expenses still add up quickly.

  • In the 1-2 weeks before NYFW, models increase their beauty and fitness regimens.

The players

Natalie DeMarco

A 25-year-old model who typically spends around $2,000 in the weeks leading up to NYFW on skincare, hair, treatments, gym memberships, and castings.

Gwendolyn Carson

A 24-year-old high-fashion model with 9 years of experience in the industry, who also forks out for fitness classes and beauty treatments ahead of NYFW.

Rachel Willingham

A former commercial and runway model turned fashion designer, who says models rarely make more than $500 to $1,000 for a single runway show, making the investments in preparation not always financially worthwhile.

Got photos? Submit your photos here. ›

What they’re saying

“It's not just showing up and walking, it's constant upkeep.”

— Natalie DeMarco, Model (New York Post)

“If I wanted, I could go almost every day not spending money on food around this time with the apps [like Neon Coat].”

— Gwendolyn Carson, Model (New York Post)

“NYFW is one of those weeks where so much can happen for a model's career so fast. You never really know who you're going to meet or what conversation could turn into something bigger.”

— Natalie DeMarco, Model (New York Post)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

This story highlights the significant financial and personal investments models make to participate in New York Fashion Week, underscoring the intense pressure they face to maintain a certain look and level of fitness. While the runway may appear effortless, the reality is that models often go into debt to cover the costs of treatments, workouts, and other preparations, all in the hopes of gaining exposure and making valuable industry connections.