Reminiscent of social flubs, accidentally sharing secrets, and more general ‘oopses’ on a night out gone wrong, the term ‘faux pas’ prompts memories of saying or showing a little too much… to personal detriment. 

But a ‘faux pas’, is not to be confused with ‘FAUX PAX’, the newest modelling agency on the London scene. Very different than your traditional agency, their mission is to not just redefine an uncomfortable word, but confront a somewhat uncomfortable industry.

According to co-directors Faith Guoga and ‘Saint’, they don’t just manage models. Instead their goal is to ‘ignite movements, and empower their talent to reclaim their uniqueness (their ‘faux pax’s’) that set them apart.’ 

The duo have started London’s first ‘human agency,’ (not modeling), and officially launched last month with a roster of 14 men, women, and non-binary people.

“Being a model shouldn’t mean sacrificing your sense of self. I believe the world is ready for models who carry their names and identities with them to every shoot. I see FAUX PAX as a family, a place where those who didn’t belong can finally call home,” said Saint, who currently works as the creative director for the main board. Note: their title is not simply ‘agent.’

Their mission: to provide this diverse cast of models a strong sense of agency, community, and a platform to demonstrate their ‘uniqueness.’  

Currently on offer, are a cast of new, edgy, and by all means one-of-a-kind humans née models. Each person’s page showcases the individual from all angles, and their four-point-turn videos (in lieu of digitals) give the illusion of an edgy AI avatar. I am unsure what the London equivalent is, but if this was in New York, I’d be inclined to say it’s screaming Bushwick, and most of their cast could’ve been plucked off the streets of Brooklyn. But here, in the Original York, this is very new ground being covered in the modeling industry.

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Want to apply? See more here.

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