2005 New Face Preview
Adam Durocher, Adriann Cann
and Ryan Johnson
When Modelresource did its inaugural New Face Preview in March, 58 models from different agencies showed up, but only 56 were photographed. One model had to leave because she had another booking that pulled her away just as she finished makeup. The other missing model didn't go to the set when his agency was called because he was hanging out with Next's male models. Next's men, as most that were there that day would agree, are just that cool.
Lucy Motta, who handles the men's board in Toronto, explains the coolness. "The guys in Montreal - they're very pretty. The guys in Toronto tend to be a little quirkier, edgier. In Montreal, because they tend to get more of the Buffalo Jeans campaigns, they tend to go for that look. In Toronto, surprisingly, they tend to go a little more out-of-the-box and go for a cooler, edgier type, that's not always the boy next door."
Motta recognizes that although modelling is a "woman-driven" industry, great opportunities still exist for the versatile males. "It's such a different experience for men. It's great when someone can do both commercial campaigns but can also pull off the editorial. For guys you need that versatility, because it's so much harder to get a job. Editorials are a little tougher to get - they don't always have them for men, and if they do, [the men are] usually accessories.
A perfect example of the versatile cool Motta describes is Adam Durocher, who was featured in the 2005 New Face preview.
The Thunder Bay native has appeared in Dazed & Confused, Madame Figaro, VHM, Flaunt, GQ, Bolero, The Face, Uomo Vogue and Vogue Italia; and done campaigns for Biotherm, Roberto Cavalli, Tommy Hilfiger and Timberland.
Motta explains "He's in perfect shape and could do underwear ads. But because he's edgy he's going to get the editiorial work like Hilfiger and the Biotherm ads. But also Biotherm because he's got a great face. Perfect skin, beautiful eyes..."
Even for the guys, says Motta "A good complexion is so important. If someone's got a lot of acne you can't photoshop that stuff."
Next takes a team approach to deciding which models the agency takes on says Motta. "What we do is take digitals, see if they're in good shape, see how they look on camera, and see if they fit our look. We all decide if they will work with the types of clients we deal with."
Motta also handles the talent, which she concedes is not the agency's primary focus, but still has some punch with established personalities like Lana Ogilvie.
In addition to being the first ever black model to sign an exclusive CoverGirl contract, Ogilvie has appeared on covers of Vogue, Elle, Amica, Flare and Fashion, and in the pages of Sports Illustrated's Swimsuit Edition.
Recently a featured contributor for Fashion Television, Ogilvie now balances her family life (two young children) with her other appearaces.
Lorraine Hartnett refers to Ogilvie as "one of the nicest people - not just models - but people I've ever met," and says her decision to live in Toronto makes her somewhat of a rarity on Next's roster. "I would say that within the agency we keep maybe 25 percent of the roster in Canada at any time. That's for local bookings. We keep it small and tight so all the girls are more or less working while they're at home. Then they'll travel, come home with a more developed book, then work while they're here. We have girls and guys coming in and out throughout the year.
It makes for an excellent booker:model ratio. "We have four agents with literally 20 people in town at any time. We're not lost with 20 girls to one agent. We have time to answer questions and manage careers because we're not a factory with huge numbers. Models don't get lost."