A fashion agency for alternative models

Anti-Agency offers a roster of unusual, creative and punky models to give fashion campaigns a more 'real' edge.

The fashion industry has come under fire for its increasing use of ultra-thin models, which promote false ideals and don’t represent the body shape of the majority of consumers. In the past we’ve seen China’s Vancl Star app enable its own customers to model their clothes, and now London-based Anti-Agency is offering a roster of unusual, creative and punky models to give fashion campaigns a more ‘real’ edge.

Founded by stylists Lucy Greene and Pandora Lennard, the agency hand selects models who actively defy the industry standard, offering personality and individualism over a ‘size 0’ waistline. The startup’s mission statement actually states that its models are “people who are too cool to be models”, and they often feature psychedelically-colored hair, multiple piercings and extensive tattoos. Many of the models represented by the agency are young students and artists who are looking to break into the creative industries. By using models that better represent consumers — or consumer ideals — Anti-Agency has secured work from well-known brands such as Uniqlo, ASOS, Urban Outfitters, Toni & Guy, and Liberty of London.

Are there other members of society who could be better represented in the world of fashion?