2010 in London : no new major model agency, no massive exodus of models... only the routine ! However it is interesting to notice that many models (new faces and supermodels) are not represented by any agency in London. Especially several girls from DNA, Women NY or Silent Paris...
In 2010 Storm kept its leadership through strong connections with IMG NY, Women NY, Marilyn Paris, One, Nathalie, Silent Paris,... Storm has also good relations with Elite NY (even if Alessandra Ambrosio moved from Storm to Models 1) and Ford NY (although Alana Zimmer just left Storm for Elite London). Storm built a solid "special booking" section and managed to poach Lily Donaldson and Julianne Moore (what's next after Bvlgari ?) from IMG plus Elisa Sednaoui from Elite... The success of Kate Moss appeals.
Storm lost several great girls in 2010 including Edie Campbell + Kinee Diouf for Viva, Ariel Meredith for IMG, Lakshmi Menon for Select, Julie Ordon + Patricia Schmid for Premier, Bianca Balti for Profile (probably one of the most weird moves of the year) and Lydia Hearst for Union.
IMG London ended the year pretty well... They now represent Emily Didonato and reconquered Daisy Lowe. Unlike Storm, IMG benefited from the international network switches of Ariel Meredith, Chanel Iman, Megan McNierney or Jessica Miller,...
Nicole Trunfio, Lou Doillon and Julia Restoin Roitfeld left IMG for Next London and Lily Donaldson and Julianne Moore left for Storm plus Caroline Trentini for Select...
2010 was a good year for Select... After losing many "trendy" girls in 2009 for Next (Daisy, Pixie, Portia, Emily,...), Select did pretty well. The biggest support came from Women/Supreme NY suddenly giving a go to several girls to be represented by Select (as Premier was doing extremely well with Ford NY)... Caroline Trentini moved from IMG for Select, Mirte Maas moved from Union for Select, Fabiana Semprebom left Viva for Select, Ieva Laguna and Naty Chabanenko left Premier for Select, Jacquelyn Jablonski left Elite for Select, Lakshmi Menon left Storm for Select and Rianne Ten Haken left Next for Select...
Select also lost a few girls including Rie Rasmussen and Tali Lennox leaving for Next and Inguna Butane moving to Tess.
2010 was also a very good year for Premier thanks to the excellent relations with Ford NY allowing the Premier to welcome many of the new girls of Ford NY like Anna Jagodzinska (leaving Next), Karmen Pedaru (leaving Next), Ranya Mordanova (leaving Tess), Rose Cordero (leaving Tess) and many other girls with no previous agency in London (Tao Okamoto, Antonella Graeff, Anaïs Mali,...). Premier also welcomed Julie Ordon (excellent relations with Elite+ in NY), Lyoka Tyagnereva (from FM) and Patricia Schmid from Storm. Ieva Laguna and Naty Chabanenko left Premier for Select
A tough year when you lose Anna Jagodzinska, Karmen Pedaru, Valerija Kelava, Jessica Miller and Daisy Lowe ! Luckily the international network brought Egle Tvirbutaite (from Elite), Lindsay Lullman (from Union), Lou Doillon & Elettra Wiedemann (both from IMG). Great local initiatives welcomed Louise Pedersen, Nicole Trunfio and Julia Restoin Rotfield from IMG, Rie Rasmussen and Tali Lennox from Select.
Welcome to Alessandra Ambrosio from Storm, Michelle Alves and Marija Vujovic from IMG and Anne Vyalitsina from Tess, bye bye Kristen McMenamy (apparently only represented in New York by DNA)...
Beginning of the year was difficult for Elite with several models leaving for other agencies like Select (Jacquelyn Jablonski) or Next (Egle Tvirbutaite) but recently it seems that Ford NY showed signs of interest for Elite London with the newly credited Alana Zimmer and Elyse Taylor... Elite also poached Madisyn Ritland from M&P models and Iza Olak from Premier... Wait and see in 2011.
Tess lost Anna Vyalitsina but gained Valerija Kelava from Next and Inguna Butane from Select !
Tess also developed a good relation with Oui management in Paris and has good relations with One in NY and Marilyn in Paris.
When you are signed with Viva London, you have to be signed also with Viva Paris... meaning also that if you leave Viva Paris, you will leave automatically Viva London... In 2010, Viva managed to poach Kinee Diouf and Edie Campbell from Storm... Ymre Stiekema and Ping Hue are also now with Viva London... Chanel Iman left Viva for IMG and Fabiana Semprebom left Viva for Select. Tara Gill, Marcelina Sowa and Elsa Sylvan are currently "wanted"...
A small model agency with good relations with several established agencies including New York models. In 2010 Union had success with Daphne Groeneveld, Patricia van der Vliet (Vogue UK), Mirte Maas (Vogue UK but she moved to Select) and Alla Kostromicheva (Vogue UK, i-D,...). Union welcomed Lydia Hearst in 2010 who was in Harper's Bazaar and Tatler UK recently... Smart move for the lovely heiress... 2011 should be the year of Sedene Blake.
In 2011, if we follow correctly the 2010 trends, Select should keep on representing more and more Women/Supreme girls while Ford NY should keep on awarding Premier with girls unless Elite London starts to be THE new favorite destination... Storm should maybe try to convince Silent Paris to let them represent some other girls in London (Othilia and Anna Selezneva) while Tess and Oui management will become the best partners and Tess will maybe also consolidate its good relations with One in NY... It's only speculations... Let's wait and see ;-D