Casting Casting Casting

Casting

Casting is a quintessential part of branding and marketing. I think that you can read a lot about a brand by what models they use. It sends a message to the consumer whether they would fit in or not at all. Whether they can see themselves wearing the clothes or not. For my brand it’s geared towards the international market. Therefore, it’s important for me to have global representation. I will cast multiple ethnicities, multiple sizes and genders. Now although I am looking for diversity there is a difference between “a look” and a carbon copy. It’s important that all the people I choose to be on brand. It’s about representation whilst also relating to the energy of the collective.

After collating images of models, I was personally drawn to. I realised that the look I am going for is someone who radiates good energy first and foremost. They also have a softer facial feature and quite attention drawing eyes. They are also in my opinion quite feminine including the male models. I think my brand is about the relaxed look. With not so perfectly laid hair, effortless. After doing initial research, I decided I would begin to look at casting agencies to see if I can spot the features, I’m looking for.

The Look

Casting agencies

The models in these photos are from Pinterest as initial research and then the others are from Storm Management, IMG Models, and Milk management.

During class our lecturer gave us a few examples of casting agencies to research, and I was particularly intrigued by Madeleine Ostlies story. She’s from Norway and she runs AAMO a casting agency with her friend Adwoa Aboah. They are n agency that really started the shift to diverse agencies. I think I would love to work with her in the future.