MoD uses top agency standard models, because not just anyone
can be a model; a successful model must still have a special beauty and be able to sell a product. However, we reject the notion that only a very narrow range of ages, races, shapes and abilities are marketable.

Angel Sinclair, the founder of Models of Diversity and Sinclair Model Management, is a former model herself; she started the campaign after appearing on Gok’s Miss Naked Beauty in 2008. Angel was struck by the great variety of beautiful women participating in the event and how that contrasted with the narrow range we see in the fashion industry. That’s when she decided, with Sally Williams, her co-founder, to promote the use of models that reflects diversity in society, in terms of race, shape, age and ability.

So we campaign at fashion events, hold street surveys, offer workshops, promote our models in the media and vibrantly use social networking websites. We know from our surveys that the public is in favour of more diversity, so our ambition is to change how the fashion industry thinks, and responds to the needs of the fashion-buying public.