VIVA Model Management
VIVA Model Management is an international modeling agency specializing in high-fashion editorial and catwalk representation for women and men, founded in 1988 by Cyril Brulé in Paris. With offices in Paris, London, and Barcelona, the agency focuses on scouting, developing, and managing the careers of diverse models, emphasizing classical beauty standards such as heights between 5'11" and 6'[1], while promoting long-term professional growth, health, and well-being.[2][3] The agency quickly established itself in the global fashion industry by launching the careers of prominent supermodels in the 1990s and beyond, including Kirsty Hume, Trish Goff, Natalia Vodianova, and Raquel Zimmerman.[2] In addition to its roster of models like Saskia de Brauw, Edita Vilkeviciute, Constance Jablonski, Kaia Gerber, Liya Kebede, Rianne Van Rompaey, and Mica Argañaraz, VIVA represents influential talents such as Ines de la Fressange, Isabelle Huppert, Laetitia Casta, and Charlotte Rampling.[2] Its approach integrates traditional scouting through global partnerships with modern tools like social media, advising models on building sustainable online presences amid an industry increasingly driven by digital marketing and client demands.[1] Under Brulé's leadership, VIVA has navigated evolving industry dynamics, including economic pressures and the influence of fashion house networks, while maintaining strict protections for models against exploitative practices like fake castings.[1] The agency's commitment to diversity and personality-driven talent selection underscores its role as a key player in editorial fashion, supporting models through test shoots, castings, runway shows, and advertising campaigns.[3]History
Founding
VIVA Model Management was established in 1988 in Paris, France, by Cyril Brulé as a boutique modeling agency dedicated to high-fashion editorial and catwalk representation.[2] The agency emerged during a transformative period in the fashion industry, emphasizing curated talent over mass volume to align with the era's avant-garde aesthetic demands.[4] Cyril Brulé, serving as the agency's director and CEO since its inception, envisioned VIVA as a selective platform for elite models, prioritizing those with distinctive presence suitable for prestigious runway and print work.[2] Drawing from his established role in the fashion sector, Brulé focused on fostering long-term careers through personalized management and international exposure.[1] From its outset, VIVA's operations centered on scouting and launching promising international talent, with Paris functioning as the primary headquarters to leverage the city's status as a global fashion capital.[4] In the late 1980s, the agency set its tone through early campaigns that highlighted emerging models in high-profile editorial features and catwalk shows, quickly gaining recognition within the international fashion scene.[2]Expansion
Following its founding in Paris in 1988, VIVA Model Management began its international expansion in the early 2000s by establishing a presence in London. The London office was incorporated on 30 September 2003 as VIVA LOOK (UK) LIMITED, initially focusing on model representation in the UK market before being renamed VIVA MODEL MANAGEMENT LONDON LIMITED in November 2007 to align with the agency's global branding.[5] This move marked the agency's shift toward a multi-office structure, enabling better coordination for international bookings and placements in key fashion markets. The expansion continued with the opening of the Barcelona office in June 2014, becoming the third pillar in VIVA's network alongside Paris and London. This addition strengthened the agency's footprint in southern Europe, particularly for scouting and representing talent during major fashion events in Spain and beyond.[6] By adopting this multi-office model, VIVA positioned itself to support participation in global fashion weeks, such as those in Paris, London, and Milan, facilitating seamless logistics for models across seasons and enhancing its competitive edge in the international industry.[2] Strategically, VIVA has forged affiliations with industry bodies to influence standards and advocate for sustainable practices. Founder Cyril Brulé serves as president of the Syndicat National des Agences de Mannequins (SYNAM), the French national union for modeling agencies, a role that underscores the agency's leadership in regulatory and professional development within the sector.[7] Over time, VIVA adapted to evolving industry demands by broadening its scope beyond its initial women-only focus. In the 2010s, the agency introduced divisions for men's representation and talent management, reflecting a response to growing market needs for diverse portfolios that include male models and multifaceted creatives.[8] This evolution aligned with broader shifts, such as the rise of digital platforms for talent discovery, allowing VIVA to incorporate online scouting methods to identify and develop new faces more efficiently post-2010.[2] Key milestones in the 2010s included proactive responses to fashion industry transformations, particularly around diversity and model welfare. VIVA, under Brulé's guidance, played a significant role in the 2017 charter signed by luxury conglomerates LVMH and Kering, which promoted healthier body standards and greater inclusivity in casting to combat extreme thinness and enhance representation across ethnicities and sizes.[9] In 2024–2025, Brulé testified before the French National Assembly as SYNAM president during investigations into underage modeling, contributing to proposals for banning minors from fashion shows to further protect young talents.[10][11] No major mergers or rebrandings have occurred, but these initiatives solidified VIVA's reputation as an adaptive force in a changing landscape.Organization
Leadership
Cyril Brulé serves as the founder and chief executive officer (CEO) of VIVA Model Management, a position he has held since establishing the agency in Paris in 1988. As the driving force behind its operations, Brulé oversees strategic direction across its international offices, emphasizing a boutique model that prioritizes selective talent representation in high-fashion editorial and catwalk sectors. His leadership extends to the broader industry, where he has acted as president of the Syndicat National des Agences de Mannequin (Synam), France's national union for modeling agencies, advocating for regulatory improvements such as enhanced protections against underage modeling.[1] Under Brulé's guidance, VIVA maintains a compact, family-oriented governance structure that fosters close collaboration among a small team of bookers and executives, enabling agile decision-making tailored to individual model needs rather than large-scale corporate hierarchies. He has contributed significantly to model welfare initiatives, including the co-development of the 2017 Model Charter in partnership with luxury conglomerates Kering and LVMH, which mandates medical certificates for models, prohibits the use of excessively thin figures, and sets ethical standards for casting and shooting environments to prevent exploitation. Brulé's approach prioritizes long-term career sustainability, providing models with education support, family integration, and honest feedback to navigate the industry's pressures, while relocating the Paris office to a serene location in 2017 to enhance overall well-being for staff and talent.[12][1] Key executives support Brulé in managing divisional operations. In London, Natalie Louise Hand has served as director since December 2012, bringing over two decades of experience in model agency work to handle the office's boutique roster and client relations. For the Barcelona office, leadership aligns with the agency's centralized structure under Brulé, focusing on regional expansion while upholding VIVA's core principles of exclusivity and welfare. This hierarchical yet supportive framework ensures decisions on talent scouting, client negotiations, and welfare policies remain integrated, with Brulé's influence promoting transparency and professionalism across all levels.[13][12]Offices
VIVA Model Management operates a coordinated global network of three primary offices in Paris, London, and Barcelona, enabling comprehensive representation for its models across international fashion markets.[2] This structure supports scouting, bookings, and management tailored to regional opportunities while maintaining unified agency standards.[14] The Paris headquarters, located at Beau Passage, 53-57 rue de Grenelle, 75007 Paris (tel: +33 (0)1 44 55 12 60; [email protected]), functions as the agency's foundational hub since its 1988 establishment.[14] It oversees core operations, including the women's division and the VIVA Talent board, which represents prominent figures in fashion and entertainment, and plays a central role in high-profile European bookings.[2] The London office, situated at 22 Tower Street, WC2H 9NS (tel: +44 203 487 1240; [email protected]), concentrates on the UK market alongside international campaigns.[14] It actively manages the VIVA Talent board, sharing resources with Paris while prioritizing British-based talents such as actors and artists, and supports a dedicated men's division.[15] Opened in June 2014, the Barcelona office at Llull 57-61, 4-3, 08005 Barcelona (tel: +34 933 157 258; [email protected]) extends the agency's reach into the Spanish market and Mediterranean region, focusing on local scouting and representation of both established and emerging models.[14][6]| Office | Address | Phone | |
|---|---|---|---|
| Paris | Beau Passage, 53-57 rue de Grenelle, 75007 Paris | +33 (0)1 44 55 12 60 | [email protected] |
| London | 22 Tower Street, WC2H 9NS London | +44 203 487 1240 | [email protected] |
| Barcelona | Llull 57-61, 4-3, 08005 Barcelona | +34 933 157 258 | [email protected] |