The step more or less assured, but driven by the same dreams of podiums, nearly 600 people invested, this Saturday, the Jean-Morlet room of Champigny-sur-Marne (Val-de-Marne).
The reason for this high attendance: a giant casting organized much of the day by the international agency The Claw Models and THE.Ølz, the sister agency dedicated to discovering new models.
The objective is this: to find those who will be snapped up tomorrow by major brands, fashion designers and photographers.
This quest, the casting organizers have been pursuing in the suburbs since 2019, with some success.
"After a big stop in 2020, we are now in our fifth casting of this type, the second of the season after that of Mureaux
(Editor's note: Yvelines)
at the beginning of the month", explains Benoît Guinot, co-founder by The Claw Models with Chris Lucas and Guillaume Proust.
"Fashion needs to be more inclusive"
Nourished well in advance of announcements on social networks, more particularly on Instagram, this success can also be explained by the tone of the meeting and the key words behind this approach.
“We believe that diversity is an asset and that fashion needs to be more inclusive, we have a role to play in this area, says Benoît Guinot, both as a professional and out of personal convictions.
Also, rather than bringing people to an agency in Paris, we want to reach them.
For many, the fashion world seems very closed.
"
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Until some time ago, Melyna, 21, would not have dared to appear for a casting.
Not for fear of clashing in the midst of candidates with fair skin and smooth hair, but for lack of self-confidence.
“I've been thinking about modeling for a long time, but it took me a few years to be psychologically armed for this environment,” slips this resident of Champigny-sur-Marne, currently in architecture school.
Luxury brands "more open to diversity"
A temperature control at the entrance to the room (due to sanitary measures), a few steps to leave your superfluous things on a clothes rack, a front photo then in profile and Malaury, 22, from Pavillons-sous-Bois (Seine-Saint-Denis), rushes towards the jury.
A round trip on the black carpet and the dark-skinned young woman leaves, full of hope.
“The big luxury brands are more and more open to diversity,” she notes.
If I can be a part of that, that's cool!
"
Coming from Evry-Courcouronnes (Essonne), Steffi, 26, also wants to believe it.
"There are usually fairly strict criteria during the castings, there there are none, so that leaves more chances of being chosen", smiles this former station attendant, who lost her job in because of the crisis in the air.
Determined, the young woman did not hesitate to tread on the long piece of fabric, putting her bad experiences aside for her first casting.
“I tried to send photos to agencies,” she says.
But at the time, they found that I had too many forms, when I thought I didn't have enough!
"
Of all geographical and social origins, of all sizes and backgrounds, these women and men, most often young, were entitled to the same welcome and the same regard from the jury of professionals.
"We are looking for atypical, surprising people who will strike us, create emotion in us," explains Benoît Guinot.
From the suburbs to Louis Vuitton, Balmain, Balenciaga ...
Previous castings in the suburbs have helped to update some of them.
Some are already evolving in front of the targets, working with luxury brands, such as Louis Vuitton, Balmain or Balenciaga.
All are patient and stampede at the idea of participating, finally or again, in fashion shows, when they will take place again.
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Normalization expected in this world also impacted by the health crisis.
Since the start of the pandemic, the “scouts”, responsible for finding future talents in the street, have found it increasingly difficult to carry out this mission.
It is no longer enough to approach the spotted person, it is also necessary to ask him to lower his mask, even if it means surprising him.
"This is also why these castings in the suburbs are important", points out Benoît Guinot, behind his mask.
