About
My mother was a fashion designer, so I grew up surrounded by sewing machines, fabrics and fashion shows. From a young age, I was introduced to the fascinating but challenging world of fashion. Later I worked as a fashion photographer and was lucky enough to shoot all over the world - from Cape Town to Miami, London, New York and Stockholm.
During my work, I came across both sustainable and non-sustainable fashion brands and experienced the fashion industry in all its facets. I noticed two major shortcomings:
Firstly, sustainable brands often work with models who are paid for their work but show little interest in a conscious and sustainable lifestyle. This lack of interest often led to a disrespectful atmosphere on set, which had a negative impact on the mood and the overall team atmosphere.
On the other hand, I experienced how models were often treated like lifeless clothes racks. They were evaluated and discussed as if they were nothing more than mannequins. This disrespectful and derogatory treatment was difficult for me to bear.
These experiences motivated me to change something. I decided to study psychology to gain a deeper understanding of interpersonal dynamics and respectful communication. With this knowledge and my passion for fashion, I founded Fairmodel - the first sustainable modeling agency.
Fairmodel aims to connect brands that are committed to sustainable transformation and achieving their ESG goals with models who share the same conscious lifestyle and authentically represent these values. Our mission is to promote clear and respectful communication and create a positive, healthy atmosphere on set.
Through this combination of fashion, sustainability, diversity and respectful interaction, we want to create an upward spiral where models act as true role models and thus have a positive impact on the entire fashion industry and beyond.
Fairmodel stands for more than just beauty - it stands for a sustainable, respectful and conscious way of working together that makes our world a little bit better.
I am very happy to share this vision with Lena and Egle. Together we want to turn the marketing and modeling world upside down and carry the good further into the world.
Anna
Founder of Fairmodel
Our Approach to Collaboration and Ethical Standards
- Choosing Partners: We carefully select brands and companies that share our commitment to ethical, environmental, and sustainable values. We may choose not to work with brands that don’t meet these standards
- Guidance from Ethical Experts: To ensure best practices, we may consult with respected nonprofit organizations on issues related to ethics and sustainability.
Our Ideal Partners
- Sustainable Businesses: Companies whose products or services are founded on sustainable practices.
- Transitioning Companies: Businesses in the process of becoming more sustainable, with measurable improvements in emission reduction and projects focused solely on sustainability.
Excluded Sectors and Brands
- Oil and Gas
- Coal Mining
- Fast Fashion
- Factory Farming and Intensive Agriculture
- High Carbon Transportation
- Non-Ethical Labour Practices
- Animal Testing and Poor Animal Welfare
- Deforestation Practices
- High-Pollution Manufacturing
- Extremist Movement Support
- Greenwashing Brands