IN CONVERSATION WITH FORD MODELS DIGITAL
photography by EMMA CRAFT
interview by ANOUK WOUDT
Ford Models Digital is a division of Ford Models uniquely dedicated to representing digital creators and social media personalities. Unlike traditional modeling agencies, it focuses on talent whose influence originates online and helps them expand their careers into the fashion industry. Their team acts as a incubator, supporting talents with traditional modelling opportunities alongside strategic PR. With over 25+ notable creators attending NYFW shows and events, they play a central role in shaping the front row and granting top internet personalities a place in fashion’s most high-profile moments. In this editorial, shot by Emma Craft, we get a glimpse of the talents, featuring talents such as Avrey Ovard and Bestdressed, as well as insight into the mission that guides the Ford Models’ Digital team.
What inspired the founding of Ford Models' digital branch?
Ford Models has always been at the forefront of innovation in the modeling industry, beginning with our founding in 1946. We were actually the first agency with a computerized booking system! The Digital Division was founded in early 2020 by our Global Digital Director, Georgia Makely-Schraeder, in response to a clear shift in how influence, culture, and talent were evolving online. We saw an opportunity to support creators with the same long-term, career-driven approach Ford has always applied to modeling. The goal was to build a true 360 division that bridges fashion, media, and culture, while helping creators and models grow sustainable, meaningful careers beyond one-off partnerships. Given the agency’s historic influence and global client base, Ford has long served as an incubator for emerging talent, making the expansion into fashion, beauty, lifestyle, and social-first creators a natural progression of that legacy.
What is the process like for scouting your talents?
Our scouting process is guided by creative intuition and long-term thinking. We discover talent in a variety of ways, from organic discovery and trusted industry relationships to community referrals and simply paying close attention to online culture as it’s evolving. We take the time to understand a creator’s vision, where they’re headed, and whether we think they'll be a successful part of our ecosystem. We also work closely with the larger Ford Models network, helping bridge traditional modeling and the social space by connecting talent with digital opportunities and supporting online growth.
How do you customize each talent’s experience?
At Ford Models Digital, we operate as managers rather than traditional agents, beginning with each talent’s individual goals, creative vision, and long-term aspirations. Every creator is treated as a personal brand and, increasingly, a true multi-hyphenate. Beyond booking digital partnerships, we support our talent across PR, modeling and fashion month opportunities, and a wide range of outside pursuits, from book deals and show development to content strategy and brand building. No two talents are the same, and our strategies are designed to reflect that individuality.
What type of characteristics do you look for when searching for upcoming talent?
We’re drawn to talent with a distinct point of view and strong creative direction, always searching for that digital “it-factor” that our fashion and luxury clients are also seeking. We prioritize cultural relevance, intentionality, and the ability to build something enduring beyond someone that is simply trending. We’re also deeply committed to identifying underrepresented voices and helping connect them to industry leaders, with the goal of building long-term, meaningful careers rather than chasing short-term trends.
Why was it important for your brand to represent fashion content creators?
It really felt like a natural evolution for Ford. Fashion influencers are shaping culture and taste in real time, and they’ve become part of the engine that propels the industry forward. They’re the modern tastemakers and storytellers. It allows us to help digital creators step more meaningfully into these sectors of the industry, with real access, credibility, and influence that extends beyond social media.
As a digitally-focused agency, how does the this differentiate your approach from traditional agencies?
Ford’s legacy gives us a unique ability to develop hybrid talent that moves seamlessly between digital platforms and the fashion and beauty industry at large. Because we come from a long history of building respected, enduring careers, we approach creators with the same level of intention, industry access, and strategic imaging traditionally reserved for models. The result is talent whose influence extends beyond digital reach, earning real credibility and presence within these typically hyper-exclusive spaces.
What role does the content creation play in your company’s mission?
Content creation plays a central role in our mission because it reflects how the fashion and beauty industry is evolving. It’s no longer just about visibility, but about how digital talent is participating in the cultural conversation. Just as importantly, it gives creators real agency over the direction of their careers, and we support that ambition through strategic guidance, industry access, and thoughtful positioning, helping them shape their narratives and attract the brands and opportunities of their dreams.
