This project challenges the traditional positioning of the fashion model as a passive visual asset, proposing instead a shift towards agency, authorship, and presence. In an industry historically driven by image over individuality, it interrogates how models can exist not as faces to be cast, but as forces that shape narrative, identity, and creative direction.
Emerging from a critique of conventional casting systems, the project responds to a growing cultural demand for authenticity, personality, and emotional resonance within fashion imagery. It questions the limitations of surface-level representation and explores the potential of models as active collaborators—individuals whose character, perspective, and lived experience inform the work they are part of.
Through casting, visual direction, and platform design, the project redefines the relationship between model, image, and audience. It shifts the focus from appearance to identity, from control to collaboration, and from visibility to voice
By repositioning the model as both subject and contributor, From Face to Force proposes a more nuanced and human approach to representation—one that reflects broader shifts within contemporary fashion towards inclusivity, authorship, and cultural relevance.
Creative Direction: Femke van der Hulst
Casting Direction: Femke van der Hulst
Branding: Femke van der Hulst
Production: Femke van der Hulst
Final Major Project for my BA (HONS) Creative Direction and Curation in Fashion
