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.