Channel 4’s teams with Marks and Spencer for New Model Agency

Channel 4 is launching a new series, New Model Agency, which follows a young, diverse and dynamic cast of models represented by inclusive model agency Zebedee Talent. The channel has partnered with M&S for the three part series which will stream later this month.

Across three lively and spirited episodes, viewers are immersed in the lives of the cast as they strive and hustle to carve out their place in the industry, vying for coveted spots in campaigns with renowned brands like Fred Perry and Tommy Hilfiger. The cameras closely follow 21-year-old Jasroop as she secures her dream job in Venice, only to encounter unexpected realities, while student Shem, a rising star at Zebedee, sets his sights firmly on gracing the runways of London Fashion Week.

Thirty-seven-year-old army veteran Dan seizes a remarkable opportunity with an international brand, while some cast members are extended invitations by M&S to feature in the retailer’s Bra Fit campaign – an inclusive celebration of all body types, shapes, and sizes. Yet, the question remains: will any of the Zebedee models seize this career-defining opportunity?

New Model Agency provides a behind-the-scenes glimpse into Zebedee’s Sheffield headquarters, where the team spearheads an inclusion revolution by advocating for better representation in high-end brands and striving to secure runway spots at London Fashion Week, thus making the prestigious event more inclusive. Additionally, the series captures Zebedee Talent’s quest for their next fashion trailblazer, with the winner’s debut shoot featuring a pose for the world-famous photographer, Rankin.

Through the lens of both models and the agency representing them, New Model Agency delves into the highs and lows of the industry, offering viewers an intimate look at the drama, glamour, and realities of the fiercely competitive and ever-evolving world of fashion.

Zebedee Talent stands at the forefront as the leading inclusive agency for Disabled, Visibly Different, Non-Binary, and Trans models, dedicated to reshaping the representation of disability, visible difference, and gender identity in fashion and the broader media landscape.

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 & 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 and following one of their real-life campaign castings and shoots within the ob-doc itself further demonstrates their continued focus on diversity and inclusion. The series is equally a perfect fit for Channel 4 and together it’s another great example of the value longform branded entertainment can deliver to both brands and viewers.”

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.

Words: Simon Baines