Modelwerk, Hamburg

Interview with Claudia Midolo - owner of Modelwerk agency, Hamburg.

* Claudia, today Modelwerk is one of the leading agencies in the German market. Please tell us about the beginning of Modelwerk - how did the agency start?

I used to be a model and after modeling I studied economy - so I decided to combine both and start my own business. We used to have a dance performance group of ex-models - Modelwerk grew out of that... a lot of clients who booked our dance group asked if they could book some of the dancers individually for photo shoots. As most of them were ex-models and had portfolios it gave me the idea to start my own modeling agency.

* Who are Modelwerk's leading models today? How were they discovered?

Bianca Balti, Amanda Moore, Daniela Urzi, Karen Elson, Bar Refaeli, Anja Rubik. Most of our models were discovered by street scouts or come out of competitions and conventions.

* What have been Modelwerk's main achievements so far?

My company grew to a company with millions of dollar turnover each year. We represent the leading models of the moment and work with the major clients in our market. That all makes me very proud.

* You represent many models. How much time do you need for telling if someone has modeling potential? Do you recognize the potential immediately, or sometimes there are hesitations?

It takes one look and I will know if there is potential or not. I have a very trained and talented eye and I exactly know what I am looking for.

* What kind of industry trends do you see in the German modeling market?

The girls are becoming more beautiful classical with a little edge. Like Bianca Balti... or Leticia Birkheuer. And the girls need to be very very professional and reliable...

* From your experience, which kind of assignments do models like most? Is it runway, catalouge, editorial, or another?

I guess it's a mixture of all. Surely catwalk is major fun but during fashion week the girls have so much stress that most of them prefer an easy editorial booking.

* What would you advise new models before their first interview at the agency?

Be confident, be friendly, don't wear too much makeup, bring some pictures and be yourself.

* Where would you like to see Modelwerk in the future?

A Modelwerk in every major city of the world. Hehe, just kidding. I am very happy with what we built up and what we achieved so far. I have a great team of bookers, I have great clients with whom its fun to work with and have great great models. I am very thankful for that and just wish that all stays how it is.

Claudia Midolo.
www.Modelwerk.de