Agency: Izaio Models
Year opened: 2000

How did you get into the agency business/ what is your background?
A passion for people and characters, and more importantly, the passion to discover new exciting faces and to place them successfully in the international model business.

How many models do you represent?
Around 250 male and female models worldwide.

What are the agency’s divisions?
We have an independent division with lifestyle models which is called IZAIO people. Apart from that we have the fashion division- IZAIO models- with men and women.

Who are your top models?
Amelie Schützsack, Sara Sperling, Paula Biedermann and Max Vogel

Who are your ones to watch?
Grace, Merle and Anna Martin; Karl, Arne, Stefan Linser and Immanuel.

What do you look for in a new prospect?
Apart from the height and a great figure – that certain something! It has to hit you right away.

What sets you apart from other agencies?
We are a ‘boutique’ agency- small, selective, with a very personal management.
Most of all, we have talented scouts who enable us to develop a lot of amazing newfaces!!!

Describe the ideal IZAIO model?
The ideal IZAIO model is unmistakable and has a huge recognition factor!

What other agencies around the world have you formed close ties with?
MGM Paris, ELITE, Group Models Spain, OXYGEN, Look Models…

What do you look for in bookers, agents, scouts, etc. before hiring them?
A keen eye! A great interest and feeling for fashion and photography.

What are the most common ways of discovering a new face?
It could be anywhere, any time – in the street, on the bus, in the supermarket…

Describe your local market – what type of work is there for a model, who are the biggest clients/ photographers/ publications?
There are a lot of editorials, commercial jobs, lookbooks…
Among our clients are: Schwarzkopf, Nivea, L’Oreal, Wella, Strenesse, Cinque, Beiersdorf, Shiseido, Dolce & Gabbana, Boss Orange, Replay, Fashionweek Berlin, Bread & Butter and Moet Chandon, photographers: Joachim Baldauf, Alexander Gnaedinger, Kristian Schuller, Esther Haase, Ali Kepenek, Jens Bolt, Mario Testino, Anna-Rosa Krau, Steffen Hofemann, Rankin, Adam Broomberg & Oliver Chanarin…; publications: QVEST, Lodown, TUSH, Style100, ZOO Mag, Deutsch, Maxi, FHM, GQ, Liebling, Vanity Fair…

Agency Name: Modelution
Year opened: 2005
Website: www.modelution.com

How did you get into the agency business / What is your background?
I took my first steps in the fashion industry as a young model, my familiarity and passion for the industry grew from there. As a young woman I was lucky enough to be offered a job at RTL – Holland’s biggest television station – an offer I simply could not refuse. Through working ten years at RTL, I gained a lot of important professional experience in communicating with the public, and managing publicity for high-profile celebrities and tv shows from Holland and around the world. For example, I promoted the likes of Paris Hilton, and Gordon Ramsey, the cast of the top-series Heroes, Prison Break, and many others for the Dutch public. This was certainly a dream job, but I realised that my passion for the fashion industry was much greater – I wanted to manage supermodels instead of celebrities. I began researching, contacting ex-colleagues (models and clients) to get a better understanding of what would make an ideal modeling agency. I was given a lot of very good advice. A short time later I launched my own agency – Modelution was born.

How many models do you represent?
Modelution is a ‘boutique agency’ representing less than fifty models. Modelution has a long-term and individual strategy for each model, always accounting for his or her strengths and personal circumstances.

What are the agency divisions?
Fashion Women and Fashion Men

First model signed?
Modelution was launched at a grand opening in a theatre in 2005. I started with models Eline Helena and Nina Maria (and they both became supermodels one year later!).

Who are your ones to watch are why?
1. Lynn Palm, because she has it all! She has an incredible bone structure and a lovely character. I am sure Lynn will make it to the top!
2. Tess de Graaf, she has an amazingly beautiful face. If you have never seen perfection, look at Tess!
3. Willemijn van Loenen, she is graceful and always gets great feedback.
4. Bart Grein, gorgeous and currently steaming up the Milan Fashion Week.
5. Rick Schot is young, adorable and his enthusiasm for fashion shines through.
All five models are already at TO2W

What do you look for in a new prospect?
Looking great is only half of what I look for. Nowadays, the fashion industry is a highly competitive business and success can only be achieved with a good manager, a professional approach, dedication, a positive attitude and the personal qualities that allow the model to get along well with everyone they work with at the casting or job. So intelligence certainly seems to be an important factor – in fact about 90% of Modelution’s models study at the highest school level/university.

What is your development process?
My hope and aim is that every one of my models realises their full potential, personally and professionally. One side of the job is maintaining and building relationships with new and existing clients and agencies, so that my models are given the best opportunities out there, the other side is helping to develop the models into confident, and competent, true professionals. This includes giving advice and guidance on all aspects relating to the Modelution models’ personal/professional development, including issues related to health, personal care, and professionalism (including organising free model classes), and also in the logistics side of things, like organising flight tickets and accommodation. My young models require special care when taking their first big steps, that’s why they are often chaperoned abroad, until they have gained confidence and know their way around. Every model develops differently, it is Modelution’s aim to work out how that’s best done for each model, and implement the most appropriate strategy for that individual.

The Dutch model business is booming at the moment and very competitive, what sets you apart from other agencies?
Modelution is a boutique agency with a unique approach. Unlike many other agencies in the Netherlands, Modelution has been known for delivering ‘personal management with a family approach’. Modelution is reachable 24-7 for models, parents and clients. Modelution’s reputation for working extra hard and getting speedy results also adds to the character of this boutique agency. The long hours worked, to give attention and dedication to each model, is definitely worth it – there is nothing better than having your own models telling you how happy they are at the personal and specialised management approach focusing on their modeling career!

Describe the ideal Modelution model.
Very beautiful, dedicated to modeling, loves to travel, positive attitude and capable of getting along with, and inspiring, our clients. Also, I’m impressed if they have the same passion for fashion as I do.

What other agencies around the world have you formed close ties with?
Modelution works with the biggest agencies. Including Ford Models (New York), Marilyn Agency (Paris), Women (Milan), Fashion Cult (Athene), Flash (Istanbul), Models1 (London), Ave (Singapore), Apple (Bangkok), Bravo (Tokyo), Priscillas (Sydney). Furthermore, we work with over 15 agencies in Milan, which means we always try to connect each model with the right agency for them.

What do you look for in bookers, agents, scouts, etc. before hiring them?
Modelution has an experienced and dedicated team whose aim is to provide the highest quality representation to its models and outstanding service to its clients. Anyone with the skills, enthusiasm, and abilities required in working towards this aim is an attractive prospect for Modelution.

What are the most common ways of discovering a new face?
On the streets, through email, and through internet communities such as Facebook and Hyves.

What has been an unusual way?
Back in 2005 it was a lot less common to scout models via the internet. The rapid expanse of the use of information technologies, even in the last few years, has made discovering new faces a whole lot easier. So luckily, what was unusual then, is common place now!

Describe your local market/what type of work is there for a model, who are the biggest clients, photographers, magazines?
Modelution works closely with a vast number of clients who are based in Amsterdam: high fashion editorials, retail clients and well known fashion designers. These include; Avantgarde, BLVD, Claes Iversen, Cosmopolitan, Cosmogirl, Dutch Fashion Foundation, ELLE, Fashion Institute, G-Star, Girlz, Glamour, Mada van Gaans, MLY, Monique Collignon, Oger, Porsche, Vriendin Magazine, Yes and many others.

What are your future goals?
Modelution wants to expand the opportunities for it’s existing and future models, and so develop and manage supermodels all over the world. One goal is to build up another office in another major modeling city abroad.

Many thanks to Karin and team at Modelution!

The latest agency on the Stockholm scene is Kid of Tomorrow. As well as a model board consisting of unusual girls with personality and style, and ultra cool, spot-on boys, Kid of Tomorrow also represents cutting edge photographers, stylists and illustrators.

Agency Name: Kid of Tomorrow
Year Opened: 2008
Website: www.kidoftomorrow.com

What is the story behind Kid of Tomorrow? How did the agency start?
Me [Theodora] and Johan met at a fashion show and we both had the same idea of starting a new agency. So we did it together, basically! Mikael and Madeleine came along this spring.

How many models do you represent?
Around 80.

What are the agency’s divisions?
Models, illustrators, stylists and photographers.

First model(s) signed?
Petter A, Emma J and Clara A.

Who are your top models?
Eddie, Nike, Emma J, Jesper H, Carl, Oskar J, Petter A, Adam F, Anders, Olle L, Nicola.

Who are your ones to watch?
Agnes, Petter H, Adam P, Noa, Filip and Elias, Mabintou.

What do you look for in a new prospect?
Personality, a certain it-boy/it-girl-charisma, and of course striking features.

What is your development process?
We do tests with the models to help them get experience in front of the camera, we are also involved in different interesting art projects where the models learn how to take directions and be a part of a team.

What sets you apart from other agencies?
We are young, fresh and new thinking in the Swedish agency business. We represent models and artists, which no other agency in Sweden does.

Describe the ideal Kid of Tomorrow model?
A positive, young guy or girl, with star quality, a great sense of style/personality and an interest in fashion.

What other agencies around the world have you formed close ties with?
D1, Studio, Elite Milano, Future Models, Unique and Success.

What do you look for in bookers, agents, scouts, etc. before hiring them?
The person must be positive. We want them to have a great dedication in fashion, art and advertising. The sense of seeing solutions instead of problems, open minded and free from all old-school/diva/conservative agency thinking.

What are the most common ways of discovering a new face?
When we’re out and about on the streets in town. Buses is a good place too.

What’s been an unusual way?
Johan once called Madeleine from a bus and told her to run out after a guy he saw from the bus, Madeleine pulled him in to the office.

What are the agency’s future plans?
Try to take over the world. But in all seriousness, keep on working hard and be a part of the fashion, advertising and art business.

Year Opened: March 2007
Represents:
Photographers: Bruna Kazinoti, Daniel Sannwald, Mari Sarai
Stylist/fashion consultancy: Jonathan Saunders, Robbie Spencer, Stevie Westgarth
Design: Jonathan Saunders, Husam El Odeh
Illustration: Will Broome, Husam El Odeh
Website: www.murrayarthur.co.uk

What is your earliest recollection of noticing or being inspired by photography and/or style?
From a very early age I started noticing clothes and fashion. I didn’t want to conform to the school uniform (even at the age of 8.) and I used to cut my clothes up and make my own creations (very badly). My mother used to go mad at me for cutting up clothes but once I had done it, I got told that I had to wear them as I had done it now. I did get very strange looks and comments, coming from a tiny village in the highlands of Scotland.
Photography I had loved since getting a camera for my 7th birthday and started taking photos of absolutely everything you can imagine. It was a Kodak Ektra 12 and I spent so much money on film, buying flashes and developing that from then on I said that I was going to be an actor or a photographer when I left school. My parents continued buying me cameras, then when I was about 14/ 15 and the era of the ‘real Supermodels’ (i.e. Linda, Christy, Naomi, Claudia, etc) came into fruition I just went berserk with the way they were shot and the beauty… I am still obsessed by Linda Evangelista! I think she is the ultimate supermodel.

Why and how did you get into the industry?
I left school at 16, after being told that my head was full of fashion and I would not get anywhere by my teachers. I then worked in clothes shops in Aberdeen (the nearest city to where I come from) and realized that there was no future for me in Scotland, so one day I just packed my bags and moved to London as I had a few friends here.
I had continually bought every single fashion magazine every single month from about the age of 15 so I felt I knew a lot of what I was coming to. My first job in London was for DKNY when it first opened in the shop on Bond Street. As the menswear floor manager I was there 4 months then met Alexander McQueen. I went to work with him at the beginning of his career as studio manager. This was also when he became creative director at Givenchy and it was exciting times. I was there for 2 years, then moved to working at 2 model agencies. I just didn’t get it! It was so stressful as half the models had no money and I ended up feeling sorry for them and giving them my own money so they could eat. It wasn’t a nice period of my life. Then I looked after stylists, hair and make-up at a pretty commercial agency, then moved to an agency that looked after photographers. I realized that I loved working with photographers and creating something, from beginning to end, even though again the agency was pretty commercial and I was trying to push the level of it up. I was always held up by my bosses as they were only interested in money and I was always like “where is the creativity in that?”. When they went bust, I took a step back and thought about how I would move forward. I went to meet with some of the best agents in London whom I had really (and still do) respect so much. After talking with friends I realised that the only way forward for me would be to do my own thing, my way, as this is what would make me happy. I looked at what I would be best at and loved – stylists, photographers, illustration and designers. I did and it has!

Describe the Murray Arthur philosophy:
The Murray Arthur philosophy is about the brand new, fresh, exciting talent that is coming through. It is about discovery and creating the new artists of the future – fashion photography, illustration, styling, designing, consulting. Working on high end editorial and making its mark.

What are you looking for when deciding to represent new talent?
First and foremost I look for trust & loyalty, that their work is somewhat different from everyone I represent and that is out there at the moment. That they understand where I am coming from and that I understand their needs, that we get on and one thing that is super important to me is that they are nice people as you have to deal with them on a daily basis. I have had enough of people who work in fashion and think that they genuinely think that it is a really ok to be rude and awful to everyone around them.

What is an average day at work for you?
I always try to get into work by 9am – 9.30am. I walk to the office with my dog, grab a coffee if I feel tired, chamomile tea if not tired. When my wonderful assistant gets in we discuss what he needs to do that day – he will do anything from postage, delivering items to clients, getting my lunch, walking my dog to updating my database, dealing with clients and answering the phone. I will call all my artists, have a chat with them to see how they are that day. If organizing a shoot I will be doing the producing, speaking to model agents, hair & make-up, studios, locations etc… during my day I always look at my website and see what needs to be done to that. I try to get to most shoots that my artists are working on. By 6pm I hopefully will have had a good productive day. I never leave the office before 8pm so either my assistant will take the dog home so I can go straight out after work and or if I am not going out I will walk her home with me. Between 6pm – 8pm or later I stay and pay bills, sort out the mundane side of things that have to be done that I don’t want my day to be full of. When I get home I normally sit at my desk and look at websites and do some research on what is happening in the industry that day/week.

What attributes do you think an artist representative needs to have in order to be successful?
Drive, flexibility, understanding, being true to oneself/artists’ needs, having a good ear to listen and always being available 24/7 for my artists.

What sets you apart from other people in your profession?
I am providing a platform for genuine new talent to get through where it may be harder on their own. Being 100% honest. Personal and professional service, and always being there no matter what or when my artists need me. The ability to spot new talent, I have been told I have a really good eye for that!

How do you see the industry changing in the next 5 to 10 years?
Oh, I really don’t know. I expect that things will be expected to be done faster, seeing the change in the last 5 years from film to digital has been a huge thing in terms of time for clients. I really don’t know. Currently I am working for the moment and just developing all my artists to the best they can be at the moment and in the next few months.

Best advice you have ever been given?
My late father said, ‘Son be proud of what you do, no matter what it is, even if you sweep the streets make sure you do it well’, and the late Isabella Blow always said to me ‘Follow your heart – always’.

What are you loving at the moment?
There are too many things to list! I love the fact I have just taken on photographer Bruna Kazinoti, the fact that I am so proud of all my artists. I am loving the collaborations I have coming up soon, the excitement of FLASH opening and our collaborations we have going on there. Personally I love my home, my dog, the simple things in life… oh, the list is endless. I am very happy with things in my life professionally and personally.

Established in 1999, Hamburg’s Place Models is known for discovering the edgy, the sexy, and the otherworldly. Driven by their passion for the industry, business partners Yannis and Jan-Eric count recent Vogue Italia cover model Iris Stubegger and campaign king Will Hans amongst their finds.

Agency Name: Place Models
Year Opened: 1999
Website: www.placemodels.com

How did you get into the agency business/what is your background?
Magazines, magazines, magazines! I started to look at magazines very, very young – since I was 7 years old, so I developed an eye for photography, fashion, models. After a couple of years I started to style my sister and friends and take pictures of them. People told me I should become a photographer, which somehow happened.

One day I met Jan Eric, my business partner. He was modeling a bit at that time during his studies. We started to do test shoots for all the agencies together, having a lot of new ideas. I saw several interesting faces on the street, so I asked them if they wanted to be models and if I could take some pictures of them.

The first models we found we placed at the agency Modelwerk, where we were partners for a while, but it didn’t work out. We decided to start our own business. A lot of clients and agencies from other countries knew already that Jan Eric and I find good models as our first finds had really good exposure in the business, booking very soon magazines like Vogue and good campaigns. After a year we had our first Prada campaign.

Then things happened very fast but it’s a lot of work to reach a good level and keep it.

How has the business changed since you first started?

It’s not as easy for a model to have a long time career anymore. A lot of clients, even if they are happy with a model they already worked with, they demand every season new models, new faces…

Also, the rates are not what they used to be.

There are so many agencies now, so many models, so there will be always a good model to do the job, the models are not celebrities anymore… and we miss a lot of covers of magazines, a lot of campaigns. Over the last few years models have been replaced with movie stars and singers. For the male models the situation is even more difficult.

How many models do you represent?
Enough. I don’t count… it’s not difficult if the agency has a good level to become a huge company with an endless list of models, but Germany is a different market to other markets. We try to be very careful and keep the personal contact with the models we represent, we’ve never had the wish to become the agency with the most models.

What are the agency’s divisions?
Women, Men & New Faces

First model signed?
Don’t really remember!

Who are your top models?
Iris Strubegger and Will Hans, both are also very, very nice people.
Very good working ones are also Isabel Neumair, Antonia Trettel, Robin Linke, Leah Vukovics, Laurin Titze, Raoul Meier, Julian Schalk and Jonathan Leonardo.

Who are your ones to watch?
Oh, I hope everybody…
Well, for the moment: Teresa Dilger, Jana Wirth, Iréne Amuquandoh, Luca Aimee, Jan B., Konstantin Resch, Lasse B., Moritz Meyer.

What do you look for in a new prospect?
Personality!

What is your development process?
Test shoots, workshops, talking, talking… and, for sure, a trip to another market for 2 weeks, then you can almost see if somebody can do this job.

What sets you apart from other agencies?
We don’t do this job for money, the job is our life.

Describe the ideal Place model?
Easy going, down to earth, nice… Divas are not welcome!

What other agencies around the world have you formed close ties with?
This is changing from time to time, we work with most big agencies in the world.

What do you look for in bookers, agents, scouts, etc. before hiring them?
Easy going, down to earth, nice… Divas are not welcome!
[Place are currently looking for agents for their Women and Mens divisions - if you think you fit the criteria contact Yannis or Jan-Eric]

What are the most common ways of discovering a new face?
We find the new faces living our private life – on the street, shopping, in the metro, in the clubs.

Describe your local market – what kind of look works best and what kind of work is there to be had?
The market in Germany is not for Prada/Jil Sander/Dior looking models. We are a very commercial market, it’s all about smiling, healthy, fit looking models – not too edgy, not too young, not too skinny.
But Jan Eric and I love to find our edgy models and bring them to other, more editorial markets.

Out of Saint-Petersburg in Russia comes LMA, an agency with a penchant for scouting unusual and memorable faces. Still finding their feet in the international market, LMA work with the best of the best in Russia, their models shooting with the likes of Mario Testino in Moscow for British Vogue. We will be looking to this agency in the future as they firm their international agency contacts and begin to export their phenomenal new faces.

Agency Name: LMA
Year Opened: March 2006
Website: www.lmamodels.com

How did you get into the agency business/what is your background?
For more than 10 years we have been producing fashion shows in Russia for Russian and foreign clients such as Matthew Williamson, Julien McDonald, Frost French, Paul Smith, and Temperley London. Two and half years ago we decided to open our own model agency in Saint-Petersburg (where our office is located) because we were dissatisfied by other Petersburg agencies (their work, level and quality of models are very low).

How many models do you represent?
On the local market we represent about 120 models (men, women). And about 10 models abroad.

What are the agency’s divisions?
Men, Women

First model signed?
When we first opened we signed about 20 perspective Petersburg models at once.

Who are your top models?
Now most popular Dasha Malygina and Lyoka Tyagnereva (on the global market). Also, we have popular girls on the local market.

Who are your ones to watch?
First of all there are girls who already have agencies in Europe, we hope that soon they will have great success. Also we pin great hopes on our men’s division.
[O2W recommends you check out Liza, Maria, Gleb, Evgeny, Alexey G, Anatoly, Artur, Andrey]

What is your development process?
Saint-Petersburg, in contrast to Moscow, is a less full-fledged market in every respect. Moscow is overflowing with models, so that’s why we are searching for collaboration with agencies outside Russia. Once we build relationships with agencies beyond the bounds of Russia we will be able to promote our models more successfully.

What sets you apart from other agencies?
Primarily we try to produce an image based on models with very specific, uncommon and memorable faces. Sometimes it isn’t a commercial success (especially on local market) but they go unmissed by more important participants of the model market.

What other agencies around the world have you formed close ties with?
We’re working on this!

What do you look for in bookers, agents, scouts, etc. before hiring them?
In Saint-Petersburg we don’t have any professional bookers or scouts. We have a team of people who like their work very much and we trust that they will be best very soon.

What are the most common ways of discovering a new face?
In the streets, cafes, high-schools. And there are people who come into our agency themselves.

What’s been an unusual way?
We once made a tv reality show with MTV Russia called Fashion School. There was a huge street casting for 1 week!

Describe your local market?
Mainly, we working with local clients on Saint-Petersburg market. They are: designers, magazines, advertising agencies, and producers.

All big magazines such as Vogue, Elle, Harper’s Bazaar and Citizen K are located in Moscow, but most of the editorials are shot by NY, Paris or London photographers. So our models do these shoots very often. It was cool when Mario Testino booked our guys to shoot with Natalia Vodianova for British Vogue in Moscow!

Model-turned-manager Tjarda Jansen is young and ambitious. Her small but impressive roster of models has international agencies and clients tracking her down. Having just launched Rose and Ylonka, with exquisite faces Nyok, Isabeau, Harry and Fardau to follow in the near future, Tjarda Model Management is one to watch.

Agency Name: Tjarda Model Management
Website: www.tjarda.eu

How did you get into the agency business/what is your background?
As a child I was fascinated by the fashion magazines. And I always wanted to know who decided what girl would be on the cover. Back then I thought I wanted to be a photographer. Then I started modeling when I was fifteen and I ended that career about a year ago. Through out that whole time I was fascinated by the whole process of casting girls. I started guessing which girl would get the job, and more and more I’d be right. When I started scouting for other agencies I found out I liked it more than modeling. Et voila; my model management was born!

How many models do you represent?
Not so many, and I want to keep it that way. Of course I have some younger girls on hold. It’s better for them to wait for another year or so.

What are the agency’s divisions?
At the moment it’s only new faces. I have a couple of boys, but it’s mainly girls.

First model signed?
David.

Who are your top models?
I believe in all my models. I think I’ll have to wait for another year to be able to tell who my top models are.

Who are your ones to watch?
Nyok, Rose, Ylonka, Fardau, Isabeau, David, Lotte and Harry. And I scouted a couple of beautiful girls last week I would place my bets on.

What do you look for in a new prospect?
A strong personality, honesty, open and interactive, trust, and beauty of course. But I tend to like girls that are just that little bit different and on the edge of beautiful.

What is your development process?
I scout the girls myself. Mostly they start of with a test shoot and learning how to walk on heels. In their school holidays I often send them abroad to get used to modeling. It’s very important they develop a passion for the job, but finishing school is priority. Also the involvement of the parents is very important to me. That will give the model a better base to start her full time career.

What sets you apart from other agencies?
I have a very intense contact with my models. I find it very important to have an open and honest relationship with the model and her parents. I don’t sell beautiful stories to new girls. You won’t become a top model over night. Having a potential is a different thing. I was a model myself, so I fully understand the girls – the traveling all by yourself, competing with hundreds of other girls… But also the kick of getting the job. I won’t let a fourteen year old model do lingerie shoots. She can do that when she’s 18. What also makes a difference in my opinion is that I scout most of my girls in small towns. It seems that people from these small places are a bit more down to earth.
Less unrealistic. That is an important feature to have dealing with disappointments or big success. In Holland we say: Doe maar gewoon, dan doe je al gek genoeg. I don’t think there’s a translation for
that!

In Holland there’s a lot of competition going on between all the agencies at the moment. Everyone is trying to take models away from other companies trying to benefit from that. I don’t want to participate in that scene. I stay focused on doing my own thing as well as I can. I believe you have to respect others to get it back from them.

Describe the ideal Tjarda Model Management model?
I can’t say it too often: Strong personality. Honesty. Open communication and interaction. And beauty with something special.

What other agencies around the world have you formed close ties with?
My management is too young to say concrete things about this. In the past year I got to know a lot of agencies. In a few years/months I could tell you who I work with the most.

What do you look for in bookers, agents, scouts, etc. before hiring them?
It’s very important that we share the same vision. Next to that they have to be able to deal with stress, and be as passionate about the business as I am.

What are the most common ways of discovering a new face?
I mainly go to little towns and villages on Saturdays. And I look around me in clubs and bars in the evenings.

What’s been an unusual way?
I scouted some girls via internet, and I found one guy from Dutch Idol last year.

What is your advice for people wanting to become models?
Try to find out for yourself whether you want to be a model just for the fame or because you’d like a challenge, some adventure, traveling and love fashion. If option 2 is the case, check your measurements and send me an e-mail with some pics!

Finnish agency Brand Model Management believe in building a model from the ground up. Only signing self-scouted talent, Toni Korpineva from Brand is one of Finland’s new breed working to take Helsinki fashion – a scene that is rich with street style and youth culture but sorely lacking media representation – to a higher level.

Agency Name: Brand Model Management
Year Opened: 2005
Website: www.brand.fi
View Contact Details

How did you get into the agency business/what is your background?
I was working for several years in the travel and timeshare business at Holiday Club Resorts. The company has grown to be one of the leaders in the industry in Europe during recent years, and it gave an interesting view to getting used to a fast growing environment with very different kinds of people and clients – and watching everything internationally.

How many models do you represent?
We’re now building up our men’s division, so it will be about 50.

What are the agency’s divisions?
Women and men.

First model signed?
There were over ten when we opened as we scouted them before. But the girls who are now making a breakthrough like Miriam, Tilda and Jasmin, have been with us since the end of 2005 or beginning of 2006.

Who are your top models?
My policy was to build an agency based only on new faces scouted by our team itself. We haven’t actually taken any models from other agencies. That’s why we’ve been developing them from zero, and now it seems our Ann-Marie, Emmi, Miriam and, from new ones, especially Iina will make something big during 2009.

Who are your ones to watch?
Definitely Iina, Julia and two blond beauties: Jasmin and Tilda! But we never stop…

What do you look for in a new prospect?
We see that in Finland there’s a lot to be found. During the first years in this business I found out that there hasn’t been a lot of scouting at all. I always want to have the right feeling – the person makes an effect or doesn’t. If I find out that the model’s look is based on her true personality, we’ve got far deeper ground to build up an amazing career.

What is your development process?
As the market in Finland is very small and commercial – even though it’s getting better now with a new generation of designers and other professionals – we need to cooperate closely with the best agencies abroad. But in the first place everything is based on the skills and motivation of the model: We want to be sure that each of them finds her/his own path and goals in their career. I also want them to understand what this business is all about – and when I can see that they have figured out the big picture, it’s time to move forward. Models deserve to know more than they’re usually told.

What sets you apart from other agencies?
Mostly what I mentioned earlier: We pay attention to our models, and we want them to grow up with the knowledge and understanding of what role they have in the industry. Our team is also much more intense – we are like a strong family, our models play very well together. I can also bet that we’re the only one following our new faces to their first assignments: I just came back from Milan, as 5 of our young ones went there for the first time. I was sitting on the terrace of a restaurant, having my office there and meeting everyone after the first castings, and also collecting feedback from their agencies.

Describe the ideal Brand model?
A smart person who is ambitious in a good way, and doesn’t think modeling is her only dream job. A young person, who is cooperative with others, has a positive attitude and high standards, and who is ready for challenges. And the look: it has to give something from her/his soul and personality. We represent a lot of young girls who have active sports careers – like Julia or Tilda – and I think we’ve combined these paths successfully. But I’m ready to work two or three years for someone if I see that her personality just needs that time to be ready – and if we have that time to spend.

What other agencies around the world have you formed close ties with?
From the beginning I wanted to keep the doors open: It’s about each model, what is the best placement and way to proceed. Eventually we work for a model, not for the agencies. I like to work with agencies who can see further with a brand new face. People who really believed in me and our way of working since the very beginning were, for example, Nathalie in Paris, Manuela from View Barcelona/Madrid and Aidan from Premier London. It’s natural that we work well with them. And because of their support at a personal level, I’m probably here doing what I do right now.

Anyway, we have open relationships with top networks as well, and in New York I really like the way that, for example, One or Trump represent [their models]. And I admire Supreme, who can create a model, not just sign a contract. Right now we have models in Milan with Fashion, Joy and Why Not, but we share models with d’Management too. For Finnish models Hamburg and London also play an important role. Tuomas at M4 doesn’t hesitate too much when taking a fresh new face on and sharing responsibility of her development, and I like to work with people with a vision.

What do you look for in bookers, agents, scouts, etc. before hiring them?
In Finland we have this funny situation: there’s only one booker who has left an agency in 20 years, so there’s not a lot to hire. But for me the will to understand this business and especially truly caring about our young talents: bookers and agents should think always in the long run. Sometimes I feel we’re part of the girl’s family – we have to be always around. Playing your role the right way, this business really can bring together work, benefits and great relationships between people – through trust.

What are the most common ways of discovering a new face?
As Finland is one of the leading countries in connecting all households to the internet, I realized it’s also amazingly effective way to do scouting. And the point is not where and how – it’s about the way to spot the girl. On street you see the girl / guy fast, you don’t usually have time to talk – but when you can scout the new talent depending how she looks in natural pictures and you can see dozens of them, it gives already an idea of how she will look in photo shoots! But many of them are still found on the streets of Helsinki, on the stairs of movie theaters, through friends… Actually one interesting thing is that we get a lot of suggestions from models themselves.

What’s been an unusual way?
Models who are with other agencies send girls first to us to be seen, not to their own agency. I found that very interesting. I think it tells something about the image of Brand among young people.

Describe your local market – what type of work is there for a model, who are the biggest clients/photographers/publications?
Finally there’s chance to inform about Finnish market: It’s been depressing. Magazines don’t breath the same air as the rest of the fashion world, they work too much with inside people. There should be symbiosis together with agencies, stylists, photographers and other professionals much more. For models this is frustrating – you can’t live with modeling, and it’s hard to proceed with your career. That’s why many promising faces just quit or keep ‘hanging around’ and model as a hobby. We have many talented photographers who suffer the same, but I hope it’s changing. Designers like IvanaHelsinki is now on Paris fashion week’s official list, and two others are going there, Marimekko (our biggest clothing brand) is getting more international, and we got our first international top magazine when Elle was launched here in April. Think about it: Old soviet countries had their Elle before Finland! Then we have local magazines like Trendi, and it used to be the ‘top’ before Elle arrived. Of course [there is] Cosmopolitan. Then there’s interesting and ambitious projects like Finnfashion, which gives a good field for local professionals to show their skills. I think Brand is part of this new wave of the new generation – I believe the fashion industry will be the next Formula One or ice hockey scene for Flying Finns.

How did you get into the agency business/what is your background?
Began taking pictures of people I thought were good looking in High School. I showed up at a conference with them and showed them to Karen Lee who was then at Giovanni. Was told immediately I should open an agency. I opened that agency in Red Deer, Alberta, a town of around 30,000 people back then.

How many models do you represent?
About 200 internationally.

What are the agency’s divisions?
Men, Women, New Faces, Development, Local Offices in Calgary, Edmonton and Portland.

First model signed?
Mike Miller. Mike went on to win the IMTA Male Model of the Year award. The next was Kim Renneberg who shot for Yves St Laurent.

Who are your top models at the moment?
Heather Marks, Johanna Stickland, Julia Dunstall, Meghan Collison, Taylor Fuchs, Simon Nessman, Terron Wood, Chad White and Hollywood stars like Tricia Helfer (Battlestar Gallactica), Kate Nauta (The Transporter) and Jason Thompson (General Hospital).

Who are your ones to watch, and why?
Kim McCullough – Elegance with an edge, just shot Numero.
Jessica Desbrisay – so pure and simple, yet so intriguing,
Julia Ohman – Like nothing ever seen before, unconventional beauty. Shot 12 pages in Wonderland.
Courtney Baker – So elegant and refined.
Dara Main – Those eyes!
Stuart Glaspey- Like a Gorgeous, quirky schoolboy.
Marie Cruttendon – Innocence and perfection.
Kelsey Sirucek – One in a million face, simply remarkable
Sam Ypma- Wonderfully angular and effortlessly cool.
Hannah Donker – A throwback to supermodels past.

What do you look for in a new prospect?
Body, it’s all about the body right now. I also look for perfect, symmetrical features and a killer personality.

What sets you apart from other agencies?
Our Local and International offices are separate, making us experts in both divisions.

Describe the ideal Mode model?
All of our models are ideal Mode Models, if they weren’t then we wouldn’t represent them.

What do you look for in bookers, agents, scouts, etc. before hiring them?
Integrity and intuition above all.

What are the most common ways of discovering a new face?
We run annual searches, that’s where we found Heather Marks and Meghan Collison and many of our new faces. Also we have scouts throughout all of our locations, finding faces in common places. It’s hard to pinpoint as we have so many faces coming in every day.

What’s been an unusual way?
I found Johanna Stickland by yelling at her out of my car when she was walking down the street. I’ve also pulled the car around and cornered a model in an alley. You gotta do what you gotta do.

Many thanks to Kelly, Michael and everyone at Mode Models.

Founded by Mika Kjellberg in 1986, MIKAs is one of Scandinavia’s leading agencies. Representing top models such as Mini Anden, Adina Fohlin, Elsa Sylvan, Mona Johansson, Elsa Hosk, Isabel Brismar Lind and Sara Blomqvist, and a new faces board filled with amazing fresh talent, as well as leading hair/makeup artists and celebrities, MIKAs is renowned for their sharp eye, strong aesthetic and dedicated management.

Agency Name: MIKAs
Year Opened: 1986
Website: www.mikas.se
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How did you get into the agency business/what is your background?
Mika started at Fashion in Milano beginning of the 80s and was the first to start a model agency in a modern way in Sweden.

How many models do you represent?
Many, we have professionals and ordinary people as well as a renowned hair/makeup division.

First model signed?
The biggest names in the business in Sweden year 1986, among them Revlon model Karin Lund.

Who are your top models at the moment? What qualities do each of them possess that have made them successful?
Mini Andén, Mona Johannesson, Elsa Sylvan, Elsa Hosk, Sara Blomqvist and many more. They are all personalities, with beautiful skin and smiles, great at acting in front of the camera, professional in every way.

Who are your ones to watch, and why?
Sara B, Lisa Ã…, Olivia S, Johanna S, Geraldine, Jimmy G, Max R, Jihm S – for all the reasons above

What do you look for in a new prospect?
Beauty, dedication, photogenique, something new and interesting, a character

What is your development process?
We guide our girls and boys by letting them do tests, special days for learning how to catwalk, etc. There is no school for modeling, you have to do modeling to learn modeling

What sets you apart from other agencies?
Great dedicated staff, and long term, close relationships to the most important people in the business.

Describe the ideal MIKAs Stockholm model?
Nice personalities, beautiful skin and smiles, great at acting in front of the camera, professional in every way, dedicated, helpful parents behind her/him, interest in fashion, humble, both feet on the ground.

What other agencies around the world have you formed close ties with?
Viva, DNA, Next.

What do you look for in bookers, agents, scouts, etc. before hiring them?
Dedication to the business, high level of stress tolerance, sense of diplomacy, good salespersons, nice personalities.

What are the most common ways of discovering a new face?
In the street.

What’s been an unusual way?
We followed and stopped a bus once, after seeing a beautiful girl through the window.

Describe your local market – what type of work is there for a model, who are the biggest clients, photographers, magazines?
Presence of all international magazines, like ELLE, Glamour, Cosmo etc. Advertising such as H&M, ACNE, Filippa K, Whyred, Hope, Lindex, Kappahl, Gina Tricot, Joy, and catalogues like Rowells, Ellos, Josefsson.

Many thanks to Louise Lundquist and the MIKAs team!