This ‘Anti-Agency’ Wants Personality as Opposed to Good Looks
Davina Sinnatamby — March 24, 2014 — Fashion
References: antiagency & designtaxi
Lucy Greene and Pandora Lennard’s ‘Anti-Agency’ is a very modern take on traditional model agencies. The UK-based 24-year-old stylists started an agency that selects models based on personality, style and talent as opposed to good looks.
Their choice is very progressive and bold; they are choosing to value what’s on the inside in an industry that has an unhealthy obsession with what’s on the outside. This agency focuses less on height, weight and classic good looks and focuses more on the individual. They even take on models with tattoos, dyed hair and multiple piercings, which isn’t very common in the model industry.
Their message is all about promoting the individual who could have been a model but was too cool for it and decided not to and for the people who have real lives that are all about music, fashion, art and other creative industries. Could this revolution be the future of modeling?
Their choice is very progressive and bold; they are choosing to value what’s on the inside in an industry that has an unhealthy obsession with what’s on the outside. This agency focuses less on height, weight and classic good looks and focuses more on the individual. They even take on models with tattoos, dyed hair and multiple piercings, which isn’t very common in the model industry.
Their message is all about promoting the individual who could have been a model but was too cool for it and decided not to and for the people who have real lives that are all about music, fashion, art and other creative industries. Could this revolution be the future of modeling?
Trend Themes
1. Personality-based Modeling - The traditional modeling industry is being disrupted by agencies that value and market models based on personality, style and talent as opposed to classic good looks.
2. Individuality as a Brand - Agencies prioritizing individuality over conformity are creating opportunities for diverse, unconventional models to establish their brands.
3. Alternative Aesthetic Representation - Agencies are embracing alternative aesthetics by representing models with tattoos, dyed hair and multiple piercings, opening up new market opportunities.
Industry Implications
1. Fashion Industry - Personality-based modeling has created a space for niche fashion brands to develop new advertising campaigns featuring models who represent their brand ethos.
2. Creative Industries - Advancements in alternative aesthetic representation in modeling are creating new branding opportunities for creative industries such as music, art, and design.
3. Advertising Industry - Agencies that prioritize individuality as a brand are providing solutions for advertisers looking for a wider range of representation in print, digital, and television advertising.
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