Meet FAUX PAX, the culture-forward modelling agency outlier, which made its mark with an impactful launch this summer at the ‘FAUX PREMIER’ held at St Leonard’s Church in East London. The launch featured the premiere of its first-ever editorial campaign and the exclusive reveal of its iconic model roster to a host of industry disruptors. Providing a platform to connect, this launch was more than just a celebration; it was a declaration of intent, shattering the mould and embracing diverse stories through the power of visual representation.
Founded in 2024 as an antidote to the current industry standard, FAUX PAX aims to redefine what it means to be a model. Faith Guoga (F), the Director and Founder, and Saint (S), the Creative Director and Co-Founder are committed to creating a more empathetic visual landscape where difference, diversity, and self-acceptance are the new standard. Boutiques in size yet impactful in mission, achieve this by collaborating with creatives and brands who share the same beliefs.
“Being a model shouldn’t mean sacrificing your sense of self. The world is ready for models who carry their names and identities to every shoot. I see FAUX PAX as a family, a place where those who didn’t belong can finally call home,” said Saint, Creative Director & Co-Founder.
KB: Congrats on the launch and the unveiling in London. The model roster looks fire. How is FAUX PAX aiming to redefine what it means to be a model?
F: As a new agency, we are focused on a human-centred approach and an appreciation for people’s lives before they face a camera. Our presence, how we go about our lives and how we look are intimately connected to our stories and our origins – but this is so often overlooked and reduced to ‘just a face’, with bonus points for a name, when it comes to modelling. For us, we’d like to not only consider but celebrate all that came before because it’s all part of the package. Our models are real people, who bring with them real stories and we believe they should be booked because of them.
S: The word itself is something we’re pushing to challenge. Which is why FAUX PAX is a Human Agency. Human beings who model. All of our talent carries their name and identity with them to every booking. We encourage it, we even search for it as we’re scouting. I believe the next level of diversity transcends physical appearance.
KB: What made you decide to create FAUX PAX?
F: As a multicultural woman who has worked in the media for many years, I’ve always noticed and cared deeply about representation in culture. What we see in culture and media can profoundly impact how we perceive and imagine ourselves. Faux Pax was created to enable and empower unique and talented individuals from diverse backgrounds to access and facilitate opportunities, big and small, to contribute to culture.
S: Creating FAUX PAX was Faith’s idea. She brought me here to help cultivate the story, brand and visuals and bring it to life.
KB: Other than redefining modelling, what is the main goal and mission statement of FAUX PAX?
F: Redefining modern beauty.
S: The over-arching goal and narrative of Faux is to empower the individual. Our ethos transcends modelling- I believe this industry feels and deals with a lack of representation and empowerment the most- but the concept of individualism is very human and relatable to all of us. I think if we can empower firstly, our roster of models- and then through our campaigns, the rest of the world, to be more themselves, I believe we’ve done our job.
KB: What is your individual experience in the model industry and how has that helped you both shape FAUX PAX as an agency?
F: I come from a background in film, television, and advertising and have had the privilege of working closely with a diverse range of star talent and creatives. Through this experience, I discovered my love for managing and nurturing talent, as well as my resonance in supporting diversity and authenticity in cultural representation.
S: For the last 8 years, I’ve worked in the fashion industry, in many capacities, from starting my brands to working with highly respectable labels. I’ve cultivated relationships with models here and there, and know some of the pain points associated with this industry. That being said, my job at FAUX PAX is creation, identity, and brand. Faux aims to transcend what a traditional agency is and can do. In both its creative prowess and its capacity to collaborate and partner with top brands, in fashion and across multiple industries.
KB: What is the biggest misconception about modelling that you have encountered?
F: That being a successful model is still reserved for people who fit traditional beauty norms, or that they must be a certain height or size to be bookable.
S: That modelling is easy money. I think many people hoping to get into modelling should understand the level of competition and work ethic that goes into it. I believe modelling is something that goes as far as you take it- You truly get out what you put in. I believe it’s something you have to eat, sleep, and breathe if you want modelling to be your full-time career, and if you want to work with top brands. We look for people with integrity and passion who genuinely care about their future and see modelling as a part of it.
KB: How do you define beauty?
F: I believe beauty is in how a person carries themselves – their aura, their confidence, their way of being. When someone is fully themselves and not pretending to be something else or trying to fit in a perception of what they should be, I think that’s truly beautiful.
S: Beauty is a feeling. you don’t think something is beautiful, you don’t know something is beautiful, you feel that it is, and that feeling is in the eyes of the beholder and that feeling is in the context. I believe through story-telling and identity we can reshape beauty, and transcend it beyond the industry’s current standard of symmetry and elongated faces. It’s deeper than that.
KB: Models are often discovered here, there and everywhere, where have you found most of your models and what was the most random place you scouted a model?
F: We’ve done a mix of street scouting and digital scouting. The most random place so far was scouting one of our models at a techno rave in Kings Cross!
S: I’ll leave this answer to Faith – she handles most of our scouting.
KB: Do you have any advice for any wannabe models hoping to have a career in modelling?
F: Continue to put yourself out there. Build your portfolio, your social media and your network. If you’re worth discovering, someone will eventually notice.
S: There’s a lot you can do by yourself. There’s more power in your hands than you think If you want to be a model- start today, even before you approach an agency. Tap in with designers and brands. Show that you’re willing to do the work, and show what you have to offer. Don’t wait for anyone.
KB: What can we expect to see from FAUX PAX shortly?
F: We have some exciting collaborations in the works and will continue to support and expand our roster of quality talent with main character energy and are looking forward to expanding into greater talent management as we grow.
S: What I know is that in the future you can expect to see FAUX PAX. You can also expect many stories, many names, and many human beings, as Faux becomes a stage for the individual. Creatively I know there are a lot of creative outputs I want the brand to dabble in. Music, events, products, performance, art. I believe we’re building something that can cross boundaries traditional agencies cannot.
KB: To conclude, describe FAUX PAX in three words.
F: Disruptive. Bold. Dynamic.
S: Human. Diverse. Outlier.
https://www.instagram.com/faux___pax
Words by Lewis Robert Cameron
Photography by www.instagram.com/oscar.lindqvist
FILM:
Produced by FAUX PAX
Creative Direction – Saint and Faith Guoga
Lead Stylist – Sasha Sergeeva
Director of Photography – Hannah Fransson
IMAGES: BEX FAHEY www.instagram.com/icanthearmyeyes
