The 'Anti-Agency' Models
Meet the new modelling crop 'too cool' to be beautiful.
Rosie Huntington-Whiteley recently said 'models are now expected to have a personality', while Cara Delevignen is single-handledly transforming the world's perception of the 'supermodel ' - through funny faces and beanie hats.
And one of new London agency is looking for more than just the same old beautiful faces. The Anti-Agency, set up by two 24-year-olds Lucy Greene and Pandora Lennard scout on Facebook to find the true personalities of their future signings.
"We don't do standard scouting outside Topshop," they told The Telegraph. "We just don't feel you can get a good gauge of what someone is like from seeing them in the street. On Facebook at least we can get an idea of what they're into and a bit about them as well as what they look like."
Many of their signings are musicians and artists, embracing their own personal style and to help financially support their true passions.
"For them it's a good way to make some money to fund their passions and to promote what they do," the pair added. "We don't ask them to change anything about themselves. We don't mind if they change their look or their hair every week. We don't ask them to lose weight."
"We do still have attractive people as that's just what the industry has a demand for, and we can't control that. But I think if you took a cross section of our models versus a standard agency's models, they are quite dramatically different. Our models all have a really strong sense of individuality in their characters, and that translates in to the way they present themselves. They are so interesting to look at because they are so much more then just a pretty face."
The 'Anti-Agency' was founded in 2013 and now boasts more than 100 male and female models on their books.