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!
