I think that Gemma picks what shows she wishes to do. As an elite supermodel she does not have to do London, Milan, and New York fashion week. We forget this her focus in this fashion business is to make money, not JUST parade around for our aesthetic pleasure. I imagine that fashion houses that show in Paris, such as Chanel, Chloe, Dior, etc, pay more than say a Marc by Marc Jacobs or a Bottega Veneta.