New Indigenous modeling agency brings representation to fashion

By Alexandra Mae Jones

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TORONTO (CTV Network) — Step aside, supermodel — Supernatural is here.

That’s the name of a new Indigenous modeling agency with a mission: to bring representation to the fashion world.

Joleen Mitton, co-founder of Supernaturals Modeling, told CTV News that she didn’t have that representation when she was younger.

Growing up, not seeing anyone who looked like me or my mom or my grandma was really challenging, so hoping to change that, Mitton said.

The agency — based in BC in unprecedented land — is a new brand, but it already has more than 10 models, and its long-term goal is to become a serious player in the industry. According to its website, the focus is on healthy and upscale cultural representation.

Especially in the modeling world, Indigenous people are not represented at a very high level, and it’s not uncommon for us to be seen as ordinary people, co-founder, Patrick Shannon, told CTV News.

The two founders have worked together for many years. They say there is a need to showcase indigenous peoples and fashion globally. While there has been more diversity in the fashion world in recent years when it comes to advertising campaigns and fashion shows, they say that indigenous peoples are often left behind.

It’s the community support that has always been lacking in this kind of industry, which has traditionally been very hostile. Shannon said.

Shannon, originally from Haida Gwaii on the West coast, is an entrepreneur and film director who also operates InnoNative, a creative studio based in Haida Gwaii and Vancouver.

Mitton is a former model and heads the Vancouver Indigenous Fashion Week. Now the goal is to increase the representation of Indigenous people and change stereotypes.

[Its] for representation, for people seeing themselves on billboards, Tim Hortons ads, he said.

One person who wants to be in the spotlight with Supernatural’s help is Tiana Oostindie, one of the agency’s models.

“I’ve always wanted to be a model, but I’ve never really had confidence and I’ve never been really proud of my Indigenous background,” she said.

For aspiring models, the agency accepts applications from Indigenous models aged 17 years and over living in Canada. Apart from these provisions, the agency is open to all applicants regardless of your age, body type, sexual orientation or country of origin, according to their website, where candidates can apply.

The agency is already making waves, doing an interview with Vogue Magazine in May. They have also scored a contract with Roots Canada and hope this is the first step towards success.

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