What do Karlie Kloss, Kendall Jenner, Gigi Hadid, and Madeline Stuart have in common? They're some of the most buzzed about supermodels in the industry. But what separates Australia-based, 21-year-old Madeline Stuart from her catwalking peers is that she has Down's Syndrome — and she's using it as a platform to redefine beauty standards, spark conversation about social inclusion, and inspire others to pursue their own goals.
In August 2015, Stuart's mother, Rosanne, took her to a fashion runway show, and she instantly fell in love with the idea of becoming a model herself.
“All the women on the catwalk looked like they were having fun, and also they looked confident and beautiful," Stuart told SWAAY in an exclusive interview. “I wanted people to see me — and all differently abled people — that way, also. I told my mum I wanted to be a model, and she organized a photoshoot a few months later to see if I actually would like modeling, which I did."
Her mother shared the professional images with a closed group comprised of members who had friends and family with Down's Syndrome, too. She said she wanted to have someone else to talk to about the images, but was overwhelmed by the incredible feedback that followed.
Overnight, the pictures received over 50,000 likes, and within a week her photo was popping up in people's feeds all over the world. Shortly after, she booked her first modeling gig.
Since that fateful shoot, Stuart's gone viral on numerous occasions and has garnered nearly a million fans across her social media channels. Beyond that, her career as a model has blossomed impressively. She's strutted the runway at New York Fashion Week (the second model with Down's Syndrome ever to do so), Paris Fashion Week, Caspian Fashion Week, and Mercedes Benz Fashion Week China. She's also landed editorial shoots and advertising campaigns in the bridal, fitness, and lifestyle sectors.
Changing the Industry
In addition to focusing on her career, Stuart's also deliberately shared her story with countless media outlets, including big-name publications like Cosmopolitan, Teen Vogue, CNN, ABC, Good Housekeeping, and Women's Day. People have responded as you might expect: by championing her and rooting for her success along the way.
However, telling her story to the world has done more than simply leave people basking in a cocoon of warm and fuzzy feelings. Her experience — and her presence in ad campaigns and runways — has sparked important conversations about the inclusion of differently abled people in the modeling industry, and other industries. As such, Stuart has made it her mission to be an ambassador for real change, and her talent, charisma and confidence has made her unstoppable.
Interestingly, she's quick to acknowledge that a chunk of her success is ironically attributed to her Down's Syndrome.
“I think if you have a different ability, society does not think you are capable of greatness. So, if you do something that is out of the ordinary that stands out, people will notice you more easily," Stuart said.
That's exactly what happened when her photos went viral, and Stuart seized the momentum.
“Because I do not have all the insecurities a lot of people have, and I believe in myself 100 percent, when I was given the opportunity to do lots of amazing things I did them without hesitation," she said. “Because I did these things, a lot of people have noticed, and it has given me a platform to encourage others to strive for greatness and believe in themselves also."
Amid the feel-good fall out of her catapulted fame — and feeling blessed along the way for her success — Stuart still has her struggles as a model within the industry. In fact, when asked about her primary challenges as a model, she told SWAAY that actually changing people's perspectives on how they perceive disability is the most difficult part of her journey.
“We, as society, have had the mindset for a long time if we include someone with a disability we are doing them a favor, and that the inclusion is the only payment necessary," said Stuart. “We have to try to start seeing people with different abilities as equals who also are working and struggling and also need to be treated equally on a commercial basis."
The takeaway here is that though Stuart wants to inspire people through her own work as a supermodel, one of her primary goals is to carve a way for others who don't conform to traditional beauty standards, and to demonstrate that differently abled people are just as capable of succeeding across a multiple of industries as anyone else.
That translates into changing everyone's perspective, including those who are differently abled themselves.
“Just because you do not fit with what society thought for a long time was beautiful does not mean you are not beautiful. We are all beautiful — in all our shapes and sizes —and we all have different qualities that we can input into our world to make it a better place," she said. “Don't be scared of failure. Believe in yourself and if you do fail, focus on the belief you tried and that is all that matters. We worry too much about the ending and we should be just enjoying the journey."
Not too many years ago, my advice to political candidates would have been pretty simple: "Don't do or say anything stupid." But the last few elections have rendered that advice outdated.
When Barack Obama referred to his grandmother as a "typical white woman" during the 2008 campaign, for example, many people thought it would cost him the election -- and once upon a time, it probably would have. But his supporters were focused on the values and positions he professed, and they weren't going to let one unwise comment distract them. Candidate Obama didn't even get much pushback for saying, "We're five days away from fundamentally transforming the United States of America." That statement should have given even his most ardent supporters pause, but it didn't. It was in line with everything Obama had previously said, and it was what his supporters wanted to hear.
2016: What rules?
Fast forward to 2016, and Donald Trump didn't just ignore traditional norms, he almost seemed to relish violating them. Who would have ever dreamed we'd elect a man who talked openly about grabbing women by the **** and who was constantly blasting out crazy-sounding Tweets? But Trump did get elected. Why? Some people believe it was because Americans finally felt like they had permission to show their bigotry. Others think Obama had pushed things so far to the left that right-wing voters were more interested in dragging public policy back toward the middle than in what Trump was Tweeting.
Another theory is that Trump's lewd, crude, and socially unacceptable behavior was deliberately designed to make Democrats feel comfortable campaigning on policies that were far further to the left than they ever would have attempted before. Why? Because they were sure America would never elect someone who acted like Trump. If that theory is right, and Democrats took the bait, Trump's "digital policies" served him well.
And although Trump's brash style drew the most handlines, he wasn't the only one who seemed to have forgotten the, "Don't do or say anything stupid," rule. Hillary Clinton also made news when she made a "basket of deplorables" comment at a private fundraiser, but it leaked out, and it dogged her for the rest of the election cycle.
And that's where we need to start our discussion. Now that all the old rules about candidate behavior have been blown away, do presidential candidates even need digital policies?
Yes, they do. More than ever, in my opinion. Let me tell you why.
Digital policies for 2020 and beyond
While the 2016 election tossed traditional rules about political campaigns to the trash heap, that doesn't mean you can do anything you want. Even if it's just for the sake of consistency, candidates need digital policies for their own campaigns, regardless of what anybody else is doing. Here are some important things to consider.
Align your digital policies with your campaign strategy
Aside from all the accompanying bells and whistles, why do you want to be president? What ideological beliefs are driving you? If you were to become president, what would you want your legacy to be? Once you've answered those questions honestly, you can develop your campaign strategy. Only then can you develop digital policies that are in alignment with the overall purpose -- the "Why?" -- of your campaign:
- If part of your campaign strategy, for example, is to position yourself as someone who's above the fray of the nastiness of modern politics, then one of your digital policies should be that your campaign will never post or share anything that attacks another candidate on a personal level. Attacks will be targeted only at the policy level.
- While it's not something I would recommend, if your campaign strategy is to depict the other side as "deplorables," then one of your digital policies should be to post and share every post, meme, image, etc. that supports your claim.
- If a central piece of your platform is that detaining would-be refugees at the border is inhumane, then your digital policies should state that you will never say, post, or share anything that contradicts that belief, even if Trump plans to relocate some of them to your own city. Complaining that such a move would put too big a strain on local resources -- even if true -- would be making an argument for the other side. Don't do it.
- Don't be too quick to share posts or Tweets from supporters. If it's a text post, read all of it to make sure there's not something in there that would reflect negatively on you. And examine images closely to make sure there's not a small detail that someone may notice.
- Decide what your campaign's voice and tone will be. When you send out emails asking for donations, will you address the recipient as "friend" and stress the urgency of donating so you can continue to fight for them? Or will you personalize each email and use a more low-key, collaborative approach?
Those are just a few examples. The takeaway is that your online behavior should always support your campaign strategy. While you could probably get away with posting or sharing something that seems mean or "unpresidential," posting something that contradicts who you say you are could be deadly to your campaign. Trust me on this -- if there are inconsistencies, Twitter will find them and broadcast them to the world. And you'll have to waste valuable time, resources, and public trust to explain those inconsistencies away.
Remember that the most common-sense digital policies still apply
The 2016 election didn't abolish all of the rules. Some still apply and should definitely be included in your digital policies:
- Claim every domain you can think of that a supporter might type into a search engine. Jeb Bush not claiming www.jebbush.com (the official campaign domain was www.jeb2016.com) was a rookie mistake, and he deserved to have his supporters redirected to Trump's site.
- Choose your campaign's Twitter handle wisely. It should be obvious, not clever or cutesy. In addition, consider creating accounts with possible variations of the Twitter handle you chose so that no one else can use them.
- Give the same care to selecting hashtags. When considering a hashtag, conduct a search to understand its current use -- it might not be what you think! When making up new hashtags, try to avoid anything that could be hijacked for a different purpose -- one that might end up embarrassing you.
- Make sure that anyone authorized to Tweet, post, etc., on your behalf has a copy of your digital policies and understands the reasons behind them. (People are more likely to follow a rule if they understand why it's important.)
- Decide what you'll do if you make an online faux pas that starts a firestorm. What's your emergency plan?
- Consider sending an email to supporters who sign up on your website, thanking them for their support and suggesting ways (based on digital policies) they can help your messaging efforts. If you let them know how they can best help you, most should be happy to comply. It's a small ask that could prevent you from having to publicly disavow an ardent supporter.
- Make sure you're compliant with all applicable regulations: campaign finance, accessibility, privacy, etc. Adopt a double opt-in policy, so that users who sign up for your newsletter or email list through your website have to confirm by clicking on a link in an email. (And make sure your email template provides an easy way for people to unsubscribe.)
- Few people thought 2016 would end the way it did. And there's no way to predict quite yet what forces will shape the 2020 election. Careful tracking of your messaging (likes, shares, comments, etc.) will tell you if you're on track or if public opinion has shifted yet again. If so, your messaging needs to shift with it. Ideally, one person should be responsible for monitoring reaction to the campaign's messaging and for raising a red flag if reactions aren't what was expected.
Thankfully, the world hasn't completely lost its marbles
Whatever the outcome of the election may be, candidates now face a situation where long-standing rules of behavior no longer apply. You now have to make your own rules -- your own digital policies. You can't make assumptions about what the voting public will or won't accept. You can't assume that "They'll never vote for someone who acts like that"; neither can you assume, "Oh, I can get away with that, too." So do it right from the beginning. Because in this election, I predict that sound digital policies combined with authenticity will be your best friend.