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Storm Models

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Originally founded by Sarah Doukas in 1987, Storm has become a formidable presence in the modelling industry starting from very modest roots. Doukas was a former agency worker who decided to go it alone and set up her own agency from a house in Battersea.

Storm’s mission statement, both then and now, can be summed up in one word: risk. Doukas wanted to launch an agency that represented talent she had discovered herself. Luckily for Doukas, the fledgling business soon secured its reputation. Whilst walking through a New York airport in 1988, Sarah spotted a teenage girl on her way home after a family holiday. Doukas’ lucky find was Kate Moss.
Moss was an industry-changing discovery, and Storm has continued to prove itself an agency with an eye for diversity: former and current signings include Alek Wek, Devon Aoki and Lily Cole.

Storm also branched out into licensing and branding: there is no better example of what it has achieved than with its headliner, Kate Moss. Her personal style – a long-time obsession of fashion editors and stylists everywhere – became the stepping stone into creating Kate the brand. Her collaboration with Topshop, plus her own range of perfumes, has allowed all of us to buy a little piece of Kate’s style.

Not only has Storm extended the working life of models, but its bold take on what constitutes modern beauty has changed what the fashion industry now holds up as the standard. Without Devon Aoki, there would be no Liu Wen; without Alek Wek, Sessilee Lopez and Chanel Iman would have to work even harder to get noticed.

The face of fashion as it is now would look very different without Storm’s unique contribution. The industry’s growing wealth of talent from around the globe is undoubtedly Storm’s most remarkable and enduring achievement.

Faces@ Storm: Aline Weber, Bar Refaeli, Cindy Crawford, Jourdan Dunn, Julia Stegner, Kasia Struss, Kate Moss, Lily Cole, Lily Donaldson, Rachel Clark
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