Gisele’s H&M Campaign Debuts on Her Instagram

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"Is that naked breast-feeding yoga mom?" asked a co-worker just now as she saw me clicking through Gisele's Instagram feed. Her confusion was understandable: Gisele's photos are dominated by Sukhasana poses, beach scenes, mala beads, and the occasional naked baby photo. And today, it also became the launchpad for her new H&M campaign, which she posted between a picture of her dog and one of a mountaintop. While plenty has been written about how social media now helps models (and editors) land jobs, one wonders how often a social-media plug is actually written into people's contracts these days — or, more specifically, how much more it pays.