ABOUT US
Established in 2012, VIA Model Management has built a strong reputation as an excellent and trusted partner in the industry.
With over 12 years of experience, VIA Model Management is specialized in developing and managing highly customer-focused and professional models to support professionals and brands, helping them to create their desired captivating imagery and presentations.
We are committed to a deep understanding of the markets and the needs of brands and clients to deliver value and meet demand effectively. This ensures that our models, clients, and partners are well-positioned for success.
By being able to provide rare and quality images for the clients, our models are booked for well-known brands from LVMH, Kering (Gucci, ...), Richemont (Cartier, ...), Inditex (Zara, ...), H&M, and other brands that aim for the highest standard of image quality.
VIA Model Management specializes in representing and developing models for international brands, ensuring placements in key European fashion markets such as Milan, Paris, and London, along with significant markets in Asia and the United States. Our success is highlighted by partnerships with wellknonw networks like IMG, ELITE, NEXT, WOMEN, and prominent independent agencies such as Monster, Oui, The Fabbrica, Why Not, The Hive, Premium, Premiere.
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As a mother agency, we are well-known for our expertise in the development and management of careers of German, Luxembourg, Swiss, Austrian, Dutch and Belgian models, and for our ability to secure opportunities and bookings with high-quality commercial and luxury brands for our talents.
When working with VIA, models can expect personalized guidance and, as soon as they are skilled and prepared, strategic introductions to industry professionals, as well as placements with the most respected agencies, to build their international modeling careers.
With extensive experience in both fashion and marketing, we will work closely with models and their parents to carefully plan and execute a successful long-term career plan. We strive to be a trusted advisor, guiding and mentoring our models every step of the way to help them achieve their goals in the fashion industry.
INTERVIEW WITH LAURA
Interview by Ludwig Henne from QVSTA in 2020,
titled: "Meet the founders of germanys high class mother agency"
VIA Models in one sentence?
We`re passionate, straight forward and caring.
Tell us about your scouting approach - what's your focus and why?
Our current approach at VIA is very selective and we only sign talents that have a high chance of becoming a successful international model. We lay our focus on not only the physical appearance of a model but also their professional behavior as well as character and overall vibe. The models we start to seriously develop have to be into modeling with their heart and soul, because otherwise it's unlikely for the model to connect with clients and therefore to have a good career.
How did the journey of VIA Models start? What motivated you?
In 2012 immediately after my bachelor, I decided I have to start my own mother agency together with Dominik, who is the co-founder of VIA. While I had found a great New Face, we had to create a name, logo, website, bank account and so on in one week. Our first successful models were signed and also we organized the first days of Berlin Fashion Week from there. We worked non-stop. It was such an exciting time.
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For me, it was always very important to have happy models, who can enjoy working in the model business with being protected from things which could be not nice. We believed it was necessary to go a different way, as it was usual in Germany, to create consistent and flourish careers. That's why Dominik and I are very passionate to keep our models` backs free and why we focus directly on the international market.
We realized we had to invest more than the industry average into the knowledge and the skills of our models with the risk of no return. To be economic we had to improve workflows and build our own unique system that gives our models tips and advice for all areas and levels. We strongly believe it was the right way to invest systematically into training the skills of our models, in a unique personalized way.
We always want to offer the best we can. We really love to help our models to be best prepared and then later to be able to execute on the highest level. That is what motivates us.
(2020: Laura and Dominik - founders of VIA)
What did you do before starting your agency?
I was always so much into photography and did start to do a lot of shootings in 2008 with New Faces from leading agencies in Germany. These photo skills help our models a lot in their beginnings.
While I studied communication design in Cologne, I started to scout new models for the agencies I worked with. Through my
scouting and during my study I got an internship at one of the biggest agencies in Germany and besides running VIA, Dominik and I did another internship 2014 at one of the biggest agencies in London. Both opportunities taught me the foundations.
What's your biggest success (and/or challenge) so far?
For us, the biggest success is when we get a big thank you from our models because they are happy with what is happening. Also, it was always a special moment for us when cool bookings from big brands were confirmed, e.g. Saint Laurent, Chanel, Dior, Valentino, Miu Miu, Gucci, Jil Sander, Balmain, Elie Saab, Maison Margiela, and many more.
Our biggest challenge was to create consistent successes. We had to learn that a model may get a great booking once because of her beauty but to create momentum and get rebookings or even requests for bigger projects from a client, requires so much more than beauty.
What's the meaning behind the name VIA?
VIA means way/street. We wanted to create a system that gives our models a way to achieve their goals in the modeling business. We love that the V points down and the A up. So we will go with our models through all ups and downs.
Tell us about your talents: any story you want to share? Successes, setbacks, fun moments?
We are blessed with so many lovely models and so many fun stories.
Once we had a situation that one of our models was sitting in her school class while I received a call from Gucci, that she is booked for their show. Her mother packed her luggage and she took a flight to Milan directly after school and walked the show. It was such a wonderful unexpected moment.
If you could change one thing in the modeling industry, what would you do?
I wish everyone would respect the time of models more. Especially during fashion week it is always heartbreaking to see how unorganized some castings are. The models time often gets exploited, as they have to wait for hours or need to come back for the 3rd time, even late at night, and in the end will not be booked and will be left frustrated and unrewarded for all their time and efforts.
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