since the late 1990s, "seventeen" has been the highest-selling teenage fashion magazine in japan, and has featured its exclusive teenage models as "st-mo" (stモ - seventeen model). "seventeen" is very sought after among models (teenage models) because being featured on the magazine especially on its cover and certain pages, strongly helps them to get high-quality endorsements and prestigious contracts. well-known former "seventeen" models include megumi asaoka, keiko kitagawa, nana eikura, mirei kiritani, rie miyazawa, anna tsuchiya, hinano yoshikawa, and emi suzuki.