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Joan Smalls

Reference-style biography • #8 on Highest Paid Models (2025 overview included)

Joan Smalls (born July 11, 1988) is a Puerto Rican supermodel and businesswoman who rose to prominence in the early 2010s with luxury runway slots and beauty contracts, becoming one of the most visible Latina models in high fashion. In 2025 she sustained mainstream and industry impact with a Vogue France cover, a return to the Victoria’s Secret runway, a co-starred Anne Klein campaign, and service on the Tiffany & Co. × CFDA selection committee.[2][5][6][7]

Early life

Smalls was raised in Puerto Rico and moved to New York to model after university studies. Early breakthroughs included editorial and runway seasons across New York, Milan and Paris, leading to beauty and luxury campaigns.[1][4]

Television & film

Her on-screen work centers on fashion programming, music videos and brand films; she has also appeared in documentaries about runway and modeling.

Modeling career

Runway & campaign ascent (2010–2016)

Smalls became a fixture for houses including Givenchy, Chanel and Tom Ford, pairing high-fashion runway with beauty contracts and international Vogue covers. (Agency/trade logs.)

Global mainstay (2017–2023)

She remained active across luxury, mass, and swimwear markets, with recurring fragrance/beauty and ready-to-wear work.

Selective 2024–2025 highlights

In 2025, Smalls featured on a Mario Sorrenti–shot Vogue France May cover; walked the revived Victoria’s Secret Fashion Show (Oct 15, 2025, NYC); and co-led Anne Klein’s Fall/Winter 2025 campaign alongside Candice Swanepoel, photographed by Matt Easton.[2][5][6]

Business & industry roles

Selection committee, Tiffany & Co. × CFDA Jewelry Designer Award (2025). Smalls served on the inaugural selection committee, underscoring her industry stewardship and advocacy for diverse designers.[7]

Brand collaborations. Ongoing partnerships span luxury fashion, jewelry, and beauty; 2025 work included Anne Klein F/W 2025 and capsule/special projects logged by industry trackers.[6][8]

Public image & advocacy

Media consistently cite Smalls’s leadership as a barrier-breaker for Latina representation in high fashion; her 2025 committee role and runway visibility continued that narrative. (Press & brand communications.)

Awards and recognition

  • Recurring presence on Models.com rankings (New Supers/Money lists); multiple international Vogue covers including France (May 2025).[2][8][9]

2025 overview (ranking & year summary)

For 2025, Highest Paid Models lists Smalls at #8. Inputs include: a high-profile Vogue France cover; a prime spot on the 2025 Victoria’s Secret runway; an Anne Klein Fall/Winter 2025 campaign with strong retail distribution; and an elevated industry role via the Tiffany & Co. × CFDA award committee. Where compensation is undisclosed, we infer fee bands from comparable contracts and trade reporting; rankings are editorial, not financial statements.[2][5][6][7]

Method note: indicators include (a) verifiable campaigns/covers and marquee runway bookings, (b) historical/editorial prominence, (c) owned/industry roles and ambassador programs, and (d) mainstream visibility.

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References

  1. Wikipedia — “Joan Smalls” (bio basics; career timeline; agencies). Accessed Nov 6, 2025. [1]
  2. Vogue France May 2025 cover — official social announcement (Mario Sorrenti). [2]
  3. theFashionSpot forum — thread documenting the three-cover May 2025 set (Adriana/Joan/Lara). [3]
  4. Models.com / agency pages — measurements/portfolio/rankings context. [4]
  5. People — VS Fashion Show 2025 model lineup including Joan Smalls. [5]
  6. WWD / DesignScene — Anne Klein Fall 2025 campaign starring Smalls & Swanepoel (ph. Matt Easton). [6]
  7. Tiffany & Co. press — CFDA Jewelry Designer Award selection committee (Smalls listed). [7]
  8. Models.com — 2025 campaign log (Zara 50th “50 Icons”, Tropic of C × VS collab, etc.). [8]
  9. Vogue Brazil Oct 2025 cover documentation (additional 2025 cover). [9]