the agency – a Sri Lankan modelling agency with aspirations to uplift the local fashion industry to an international standard – launched yesterday at Park Street Mews.
Head of Operations Anjuli Flamer-Caldera said that the agency is, ‘structured to offer services that range from modelling, styling, hair and makeup artists to photographers’.
“The objective is to formalise the modelling industry. This will benefit all modelling agencies in Sri Lanka and we plan to work in tandem with them to align and cultivate talent on a global scale,” she said.
Present at the launch was internationally renowned, locally bred model Adam Flamer-Caldera who was one of the agency’s first clients.
Adam, who is Anjuli’s brother, says that he chose to self-represent early in his career due to lack of standards in the local scene.
“I can’t stress how important it is as a model to have proper representation because they look after you and cut your workload in half,” he said.
The role of a good agency is discover new talent and to representing existing models who have inadequate representation argues Adam.
Adam says that his sister moved to New York and spent extensive time researching how to start up a professional modelling agency adhering to international standards in Sri Lanka.
The model who has experience working with internationally renowned designers such as Dolce & Gabbana, Calvin Klein and Banana Republic, says that he helped consult his sister through the process of setting up the agency.
Commenting on contemporary barriers for aspiring models Adam says that the issue of lack of awareness and market capacity is a significant hurdle.
“There aren’t that many jobs here yet because the fashion industry is still small. So it’s difficult to commit yourself to the profession full time,” he said.
“The Sri Lankan fashion industry has a lot of potential. It’s still in the early stages and needs to strive to meet an international standard. But I see an improvement and I’m excited to see where it goes.” (SI)