Lockdown Models Agency Interview: "We motivate eachother to achieve the best we can..."
The world of modelling is a notoriously fickle and diverse place. Someone who is hot property one minute can be out on their ear the next. But, two Cork ladies have soldiered on in the industry and have proven to be a driving force to be reckoned with. Each with over 10 years experience strutting their stuff on the catwalks, they have now moved into the equally tough world of entrepreneurs. After noticing a gap in Cork for a high fashion, high performance modelling agency, Emer O'Sullivan and Vivienne Kelly joined forces and Lockdown Models was born. Now known as ‘Irelands People Agency', Lockdown has some of Ireland's most promising faces on their books including Jennifer Foley who has recently been signed to the elusive Ford Models in Paris. One of Lockdown's biggest achievements to date is the introduction of Cork's very own Fashion Week. I caught up with Emer and Vivienne to find out the Skinni on what it's like working in the industry and where they're going next.......
How did you both meet?
We were both models from separate agencies in Cork ten years ago so we knew each other to see on the circuit from shows. We became friends however, when we both met while working at the Irish Examiner, where we spent 5 years working in the old historic offices at Academy Street.
What was it that made you decide to start a modelling agency? And where did the name "lockdown" come from?
It happened organically with businesses seeing us at press calls on the local papers and then calling us to help them to promote their new products, launches, brands or to organise charity events. We were happy to use our skills and offer advice and time, things just naturally took off from there. The name actually came from an old Irish Examiner colleague who remarked one day to us that when we do events the whole city went on ‘lockdown', meaning that so many people would attend the events from all ages and walks of life in the city. That had rarely been seen before then. So we liked that idea and it stuck.
How is Lockdown different from other agencies?
I think every agency is in existence in our current market as they are successful at what they do. And it's great to see the industry surviving for all of us in Ireland at the moment.At Lockdown we have travelled to see the amazing level of fashion outside our Irish Isle and we specifically focus on trying to raise the calibre of models here. We have great friends working all over Europe and America for some of the top brands and magazines in the world, so we see and learn what we can from them and bring that development through the ranks of our agency here. It's important we keep evolving just as the industry does the world over. Even with us establishing the first ever Cork Fashion Week, we see new growth in the local industry here that wasn't in existence before. With, for example, the House of Design - the designers boutique at Opera Lane which began on June 19th. Being able to promote local design talent and provide a platform for them is again a service, beyond the call of a regular agent who just sends models out on bookings. We live for the fashion industry here and live for creative new ideas that can help it flourish.
We don't want to just farm out models to clients for bookings. We want to bring our clients on the journey with us and help them grow and evolve in the industry with us. It's a slow process - a labour of love. But we are 110% determined about the direction we are moving in.
Well-done on the success of Cork's Fashion Week by the way! Where did the idea for corks very own version of fashion week come from? Did you face many hurdles setting it up?
Thank you! The first Cork Fashion Week was three years in the making and was worth all the blood, sweat and tears once it debuted. It was very hard get businesses to realise how important it is to invest in their brands and to participate and I don't think people locally believed Cork could pull off a credible fashion week. Obviously once the week ran and we received amazing national coverage, it paved the way for the second year (April just gone). We had the amazing backing of Opera Lane this year and they really helped us achieve our primary goal - to provide a stage for local fashion designers and provide a place for people of Cork to come and buy and view their amazing creations, supporting local. The Designer of the Year awards at Lavitts Quay was probably the most spectacular high-end styled show I have ever seen in our city and we are delighted to see the bar has been raised so high for next year. The designer's boutique that ran on Opera Lane as part of CFW has also given birth to the House of Design, which will occur bi-monthly. Nothing feels as good as planting a seed like that in an industry, nourishing it and watching it grow.
What does a typical week working in Lockdown involve?
A lot of time management! Vivienne takes care of all the paperwork and clients so that's a full time job in itself. I (Emer) take care of the PR and press releases. And we both share bookings - which come in daily from clients. So we're a great pair really (if I may say so myself!)
On top of this we attend 2 t0 3 evening launches/shows/events/shoots then and weekends can be quite busy also with events. Vivienne event manages a lot of the events and I present them, so it's a constant thing really. It doesn't feel like work. When you do something you love like we do, you can't call it work. We're blessed to be doing what we do.
Was there ever a time that you didn't feel confident in the business or in yourself? How did you overcome it?
Viv & I (Emer) come across some of the most beautiful girls in our country and yet, they don't have any self-belief or believe they are as beautiful as they are. That's the only hurdle we come across. As women ourselves we are familiar with the insecurities that late teens and girls in their 20s have, so we enjoy encouraging and helping those girls develop under our wing. But as far as the business itself goes, we have never had a moment of doubt that we were doing the wrong thing. Even on hard days when things may not always go to plan, we have each other and as we both believe in what we do so strongly, we motivate each other to achieve the best we can for our team as a whole.
Tell me a bit about the Modelling and Beauty courses you run.
We run courses that we basically always would have liked to attend ourselves ten years ago - but they just weren't around. We bring in award winning makeup artists who have worked on MTV video shoots and who have travelled Europe doing fashion work, Pamela Morrissey from Sobe Brown lectures in hair and her experience in New York in the fashion scene, top fashion photographer Miki Barlok and we do basic runway training, photo posing techniques and the girls get to meet some ex Miss Corks and some of our top faces who are currently working in Europe for a Q & A session about the differences in the Irish fashion circuit to that abroad where it is much more high end. They're fantastic courses and I just wish they were around when I was out of school!
What are the best bits about running your own company?
Getting to have a team of genuine friends as the team that work for us. They would brighten up the darkest day and we're so lucky to have the right mix of professionals at the agency. The growth process that you go through starting and developing a business really develops you as a person - no college books can teach you those skills. The fantastic clients and people we meet. Setting goals and achieving them. Having helped many charities raise well needed money through our events and associations. And finally, getting to travel to London modelling with our team 2 years ago. And travelling to Paris a year ago again modelling. Great perks of the job, and the first of many we hope!!
And the worst?
Mothers and fathers who ring us at unprofessional hours, stalking us to hire their very young children to ‘'try and see if they might earn some modelling money''. It's a sin to hear parents pushing insanely young children into an industry they know nothing about. That really enrages me. Sometimes I wonder if we should have a hotline straight through to the ISPCC for these parents!!
Who Inspires you?
Emer: Kelly Cutrone, her book ‘If you want to cry, go outside' was such a breath of fresh air and so inspiring for anyone working in the fashion industry. And locally Pamela Morrissey at Sobe Brown. She is one of the most hardworking, inspirational people I know. Her enthusiasm is infectious and she is the epitome of inspirational young fashion blood in our city.
Vivienne: She didn't pay me to say this, but my biggest inspiration is my business partner & great friend Emer O'Sullivan. She is so driven & has worked extremely hard to establish our agency. Emer is an excellent performer, writer & mentor to our models. She is always in great form & has an aura surrounding her. All at Lockdown heart her for being such an inspiration.
Describe your style.
Emer: Depends very much on my mood. Usually skinny jeans and tshirts with converse/ballet pumps. Tea dresses and pumps for daytime. Ankle boots and funky/ quirky dresses for night time. I prefer vintage styles or boho styles to glitzy bling. Maybe its my age haha but I prefer Kate Moss' style to say that of Claudine Palmers!
Vivienne: My style is quiet varied, you could find me in anything as I love to experiment! During the day I like to wear skinny jeans or harlem pants from Topshop with a vest top & blazer with lots of accessories. On a rare sunny day in Cork you will find me wearing one of my many patterned day dresses with a cute cardigan & a flat strappy sandal. By night I love to get dolled up if it's a special occasion or we have an event to attend. There's nothing like slipping on a new dress & again plenty of accessories! I adore vintage & thankfully Cork has a selection of Fab Vintage Boutiques. To Sum my style up... Girly with an Edge!
And finally, what are your favourite beauty buys?
Emer: Lush bath bombs to unwind. Love! Angel perfume by Thierry Mugler. Rose Vaseline for the lips, a must in the handbag everyday! And finally cute comfy ballet pumps for busy days, flying around to shops/clients in town or backstage at shows for running around. TLC for our tired feet!
Vivienne: Coconut Cream from the Body Shop, great for keeping the tan! Light Blue by Dolce & Gabbana, can't leave the house without a spray & finally I swear by Bumble & Bumble's Surf Spray(gives a great beach texture to your hair) & Brown Hair Powder(an essential for Festivals goers & perfect if you have oily hair like mine & want to avoid washing it everyday), all Bumble & Bumble products are available from Sobe Brown Hair.
Check out Lockdown's site on www.lockdown.ie and their blog at www.lockdownmodels.wordpress.com for all the latest happenings, shows and news.
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