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...

Storm
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
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...

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.

Premier
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

Next
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.

Models 1
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)...

Elite
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
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.

Viva
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"...

Union
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

Caroline Trentini is not anymore on the website of Women Paris... Xmas maintenance or another big surprise for 2011 ? Happy Xmas !

In 2010, there is one name everybody has in mind... Paul Rowland, the guy who moved from Supreme to Ford NY with all the domestic and international consequences ! Let's see in more details what were the most important moments in the switching model business in 2010 in NY...

2009 had ended with the moves of Meghan Collison and Suvi Koponen from Supreme, Paul Rowland's home, to Next NY... A detail to remember to understand why Next was going to suffer a little later in 2010 when three supermodels were leaving for Ford NY, Paul's new home...

January 2010
Angela Lindvall moved from IMG to Women. Another temporary move ? This time Women got her great creds and the Prada ad campaign... The girl stayed with IMG NY and even moved from IMG to Women Milan. A good switch. Kristy Kaurova also moved to Women but she came from Major. So far, Kristy has not been awarded with the great story allowing her to become THE one ! As good things come in threes, Ubah Hassan also joined Women after saying goodbye to Click and the fabulous story with Bruce Weber they had just offered her... Has she regrets now ? I don't have in mind other fantastic editorial stories with her...

February 2010
Ping Hue hesitated between Major and DNA but decided eventually to be with DNA... Happy with her Teen Vogue credits ? I guess she can expect more in 2011... especially with this Asian major buzz (please read Vogue US December issue if you were on the moon during the last 6 months...). W-healthy Women NY added Madisyn Ritland on its website... OK she got the DKNY ad campaign but she has not seduced the US glossy fashion publications so far... 

March 2010
Caroline Trentini was not happy with IMG and switched to Women... A new "Angela Lindvall" move ? Not really.. She is still in Vogue US and does Victoria Secret like before but has still no access to the big ad campaigns... Better to seduce Katie "Love" Grand when you are Brazilian ;-D
March 9 2010 : The Imagist spreads the word that Paul Rowland is leaving Supreme with bookers to Ford and that the fired Ford NY team is moving to Supreme... Huge ! Who is going to follow who...
In the middle of this states of model war... Silent NY opened ! Anna Selezneva can be booked now from NY ! Magic...

Some models moved from Supreme to Women and don't follow Paul : Maria-Carla, Martha, Behati, Iris,...
Some models moved from Ford NY to Supreme : Chanel, miss J. Jablonski, Flavia, Lakshmi, Fabiana, Nataliia, Kate Somers,... 
Some models moved from Women to Supreme : Georgina, Sheila or Mina...
Some models moved from Supreme to Ford NY : Alana, Daiane, Darya, Hanne Gaby, Tao, Reina, Ranya, Heidi, Ana-Claudia, Dafne, Rose, Karolin, Rachel Clark, Antonella, Kate K., Veranika, Vika,...
Some models moved from Women Direct to Supreme : Alla (but she then moved to Women), Ieva, Dioni and Bregje...
What a month ! 

Ming Xi was signed by Ford NY.
New York models poached discreetly Marlene Szoka from Ford and Evelina Mambetova from Supreme...  
Next NY was also very happy... they got Cecile Mendez from Supreme and Nika Lauraitis from Ford... 

April 2010
Everybody thought that it would the calm after the storm but...
In April, Women NY poached Fei-Fei Sun from Muse... Was it such a smart move as she was not in Vogue US Dec issue ? 2011 will tell us... DNA poached Ymre from One. She is supposed to be back in 2011. Let's wait and see... Marilyn discreetly poached Julia Dunstall, Addison Gill and Alison Nix from Women while Egle Tvirbutaite moved from Elite+ to Next NY and Olga Sherer from Women to New York models... Marcelina Sowa said goodbye to Next and switched also to New York models when Kiki Kang left New York models for Surpreme... Michele Alves said adios to IMG for Elite+ and Liliane Ferrarezi switched from Ford to IMG... and the month ended with THE BIGGEST MOVE OF THE YEAR : Anna Jagodzinska was moving from Next to Ford NY !!! Paul Rowland had his revenge on the new agency of Meghan and Suvi...

May 2010
Karmen Pedaru followed her a few days after. At the same time in Paris, Milan and London, Paul Rowland moved his girls from Next and Women to Elite in Paris and Milan and to Premier in London... Loads of switches ! 
Ariel Meredith left Ford for IMG and Tabea left Marilyn for IMG... yes so what ? 6 months after nothing big happened for them. In the meantime, Elite* poached Lyndsey Scott from Click a managed to get her in the next months a DKNY ad campaign and several great editorial credits... A smart move then.

June 2010
Megan McNierney switched from Marilyn to IMG... Again, so what ? 6 months later, nothing great happened to her ! Mayara Rubik left also Next for Ford... Too early to say if the move was smart but she has a big potential ! Hannelore Knuts created the surprise when she moved from Women to Ford for Paul... She did well as she is back in the magazines and was in the H&M Lanvin ad campaign... Smart move for the lady. Inguna Butane also left Women but for Marilyn... We are still waiting for Inguna to be again in the magazines... Maybe that's why Patricia Schmid left Marilyn for Muse... And ?

Summer 2010
Valerija Kelava, face of Versace, Prada, Celine and Balenciaga ad campaigns, moved from Next to Ford !!! The third major switch from Next to Ford NY... Paul was King of the World ! Rumors on Anja started but were stopped. She stayed with Next. Kinee Diouf left New York models for IMG... Not sure it will be good for her. Last move before September with Esther de Jong leaving DNA for Muse... Nostalgia ! 

September 2010
Back in serious business... Anaïs Mali moved from Wilhelmina to Ford NY and she did well ! She appeared in Interview with Solve Sundsbo and is rumoured to be in the next Gap campaign... Amanda Norgaard moved from Supreme to DNA. A smart move ? To be confirmed in 2011... THE TWO BIG MOVES : Chanel Iman said bye bye to Supreme for IMG and Jessica Miller did the same with Next for IMG... Oki doki... So what ? 

October 2010
Milou van Groesen was now with DNA (and also in Numéro this month) and lovely Querelle Janssen was back in business with New York models and is rumored to be in the new Miu Miu ad campaign (youpi actually...). Paul Rowland can't get enough with Next as Elyse Taylor left Next for Ford... Elisa Sednaoui (rumored to be in the new Giorgio Armani ad campaign) switched from One to IMG NY and Yulia Leontieva left Marilyn to Silent NY.

November 2010
Elsa Benitez left One for Elite+ while Ana Milhajlovic left Women for Muse but Elsa Sylvan left DNA for One... Hyun Yi Lee switched from Major to Silent NY and appeared in Vogue US while Dasha Maygina was now with Next after leaving Supreme... Funny to see Milana Keller now at Marilyn NY leaving DNA months ago. The best move of the month is probably Juju Ivanyuk switching from Trump to New York models... Hopefully Juju will start to appear in major editorial stories.

December 2010
Alyssa Sutherland left Next for One. In the meantime, Tara Gill was declared switching from DNA to IMG and Sofie Oosterwaal would be leaving One for DNA... We will know in 2011 along with other surprises to come... I'm sure 2011 won't be disappointing...

Lots of maintenance or switches ? To be confirmed within the next weeks... probably beginning of 2011 due to the Xmas holidays. 

NY:

Juliane Stensrud not anymore on the website of Major.
Daisy Lowe, Sofie (she would be with DNA according to thefashionspot.com) and Nanou where are you ?
Daphne Groeneveld and Georgia May Jagger still not represented.
Sharan Bala... A five minute wonder ? Not anymore with IMG in NY, Paris, London or Milan. 
Vanessa Michels not anymore on the website of One.

Paris:

Fabiana Semprebom, where are you ?
Jessica Miller or Tara Gill are not on the website of IMG yet...
Elsa Sylvan and Nanou back soon ? 
Georgia May Jagger still not represented in Paris...
Colette Pechekhonova, Judith Bedard and Andi Muise are not credited anymore on the website of Nathalie. 
Amber Valletta is not anymore on the website of Marilyn Paris and Kristen McMenamy is not anymore with Ford.
Hilary Rhoda and Olga Maliouk not on the website of IMG Paris... Maintenance ? 
Marcelina Sowa not anymore at Viva Paris or London... 
Winter cleaning at Women Paris... Alice Gibb, Heidi Verster, Heidi Rock, Rachel Clark (also not anymore at Women Milan), Bruna Tenorio (probably maintenance), Alyona Osmanova and Alzbeta Syrovatkova are not anymore on the website of Women Paris.
Elyse Taylor not anymore on the website of Next Paris (and Next London). Soon at Elite ? 

London:

Britt Maren, Othilia, Alison Nix, Crystal Renn, Tanga, Adriana Lima, Anna Selezneva or Ginta Lapina should have an agency... 
Kristen McMenamy not anymore with Models 1. 

Milan:

Valerija Kelava, where are you ? 
Jessica Miller still not on the website of IMG...
Othilia, Tanga, Adriana Lima, Crystal Renn and Anna Selezneva should have an agency.  

The lovely young French Victoire is now also represented by Elite London. 
She is in Paris with Elite, in NY with Silent and in Milan with D management. 
We are already waiting for Victoire in Vogue UK... (she should become a darling of Paolo Roversi...) after her great editorial presence in W.