Channel 4, M&S and Zebedee Talent Hit the Catwalk to Introduce New Model Agency

Channel 4, in association with M&S, has commissioned Manchester-based Salamanda Media to make New Model Agency, a new and fast-paced ob-doc series offering a fresh insight into the compelling world of fashion. The series follows a young, diverse and dynamic cast of models represented by inclusive model agency Zebedee Talent. M&S used Mindshare, which holds M&S’ media account, to advise on the series partnership.

Over three energetic and feisty episodes, we get to know the cast as they work hard and hustle to make their mark in the industry and compete at castings to land lucrative campaigns with brands such as Fred Perry and Tommy Hilfiger. Cameras follow 21-year-old Jasroop as she lands her dream job in Venice, only to discover the reality isn’t quite what she expected, while Zebedee's rising star, student Shem, has his eyes set firmly on walking at London Fashion Week.

Thirty-seven-year-old army veteran Dan gets the chance of a big break with an international brand and some of the cast are invited by M&S to star in the retailer’s Bra Fit campaign - a celebration of all body types, boob shapes and sizes - but will any of the Zebedee models land this career-making opportunity?

New Model Agency goes behind the scenes at Zebedee’s Sheffield hub as the team help drive an inclusion revolution by chasing high-end brands for better representation and fight to get their models on the catwalk at London Fashion Week - making the most prestigious event in the fashion calendar more inclusive in the process. The series also captures Zebedee Talent’s hunt for their next new face of fashion, with the winner’s first shoot seeing them strike a pose for world-famous photographer, Rankin.

Exploring the highs and lows of the industry through the lens of the models and the agency that represents them, New Model Agency brings viewers closer to the drama, glamour and realities of the highly-competitive and changing world of fashion.

Zebedee Talent is the leading inclusive agency for Disabled, Visibly Different, Non-Binary and Trans models, committed to changing the way disability, visible difference and gender identity are represented in fashion and the wider media.  

New Model Agency will be available to stream in full on Channel 4 from Monday 19th February with the series also airing weekly on Channel 4 later in the month.

Jayne Stanger, commissioning editor for Channel 4, said, “It’s brilliant to be working with M&S and Salamanda Media on this brilliant new series to give viewers incredible insight into the diverse young talent making waves in the fashion industry and revolutionising it in the process. New Model Agency is an exhilarating window into the world of the models on the catwalk and those behind-the-scenes fighting for real representation.”

Sally Evans and Amanda De Freitas, Salamanda Media's creative directors, said, "We’re so excited to be working with M&S, Zebedee Talent and their amazing cast of models as they continue to make waves, break boundaries and smash stereotypes in the world of fashion! And we're delighted this new series, which offers a fantastically fresh and forward-facing look at the world of modelling, has found it's perfect home on Channel 4." 

Anna Braithwaite, clothing and home marketing director at M&S, said, “Our latest Bra Fit campaign features an amazing cast of women which reflect and celebrate the diverse size, age, and life stages of the women who shop with us. We’re proud to have a long-standing relationship with Zebedee who are as passionate as us about redefining the perception of beauty, disability and representation in fashion. While there’s more to do, New Model Agency gives viewers an insight into how we’re moving towards a more representative casting approach, and we can’t wait to share the Bra Fit campaign with the nation.”

Ben Chadd, chief client officer, Mindshare UK said, “New Model Agency perfectly aligns with M&S as a brand given their style credentials. The inclusion of a real-life campaign casting and shoot within the documentary demonstrates their continued focus on diversity and inclusion by authentically integrating the brand into the show narrative. This series is a perfect fit for Channel 4, marking another compelling instance of how long-form branded entertainment can deliver to both brands and viewers.”

New Model Agency is a 3x60’ series made by Salamanda Media. It was commissioned for Channel 4 by Jayne Stanger, commissioning editor, Daytime and Features, with Jo Street, head of daytime and features, in collaboration with Katherine Marlow, Channel 4’s senior branded entertainment lead, commercial propositions. The executive producers for Salamanda Media are Amanda De Freitas and Sally Evans.

Salamanda Media's recent credits include 'Abbey Clancy: Celebrity Homes' for ITVBe and ITVX, celebrity DNA guessing game format 'Fame In the Family' for Channel 4, and 'Return to Uist' for the BBC.