STYLE ARTIST: Natalie Joos from Casting, Styling to Staring!
Written by Devon Poer
If you don't receive the Business of Fashion's daily emails, I highly recommend it for anyone in the fashion world. So much insight and insider news is shared and aggregated by the wonderful, Editor In Chief, Imran Amed, who started the site, that has become a must read in the now massive world of fashion blogs...
I really love the story about casting agent Natalie Joos, who doesn't do casting for movies or TV but for fashion campaigns, runways and magazines. We are talking about those large campaigns for designers like Phillip Lim, Mark Fast, Hugo Boss, Lacoste and Jay-Z’s Rocawear. With anywhere from $10,000 to $100,000 budgets! Now those are the campaigns I want to be working on.
Also, visit Natalie's blog, Tales of Endearment.... I just love it, her post We'll Call Her Charlotte, makes me wonder why I am not directing fashion shorts when I love everything about them. Thank you Natalie for being so inspiring and sharing your talents with the world.
Casting agents are typically a behind-the-scenes bunch whose hand in selecting the right faces for runway shows, editorial pages and advertising campaigns is largely invisible to the untrained eye. But get-up-and-go Natalie Joos is anything but typical.
A striking blonde with a sharp eye, Belgian-born, Brooklyn-based Joos has not only done casting for a long and diverse list of clients, including Phillip Lim, Mark Fast, Hugo Boss, Lacoste and Jay-Z’s Rocawear, but she also slips seamlessly between a dizzying number of other creative roles, from styling to design consulting to blogging, and has become a regular on influential street style blogs like Jak & Jil and Garance Doré.
“As a casting agent, I am the liaison between the client and the model agency,” says Joos. “It could be a designer or a photographer or a producer who comes to me.’ Suppose it’s a Grace Kelly shoot; they want somebody that looks like Grace Kelly. Then obviously you have to look for a blonde, very beautiful, elegant girl,” she explains.
But finding the right girl isn’t only about picking a pretty face. “For an advertising job, because certain girls have certain rates, if you have a budget of, let’s say $20,000 dollars a day, certain girls will not be able to do that — like a Lara Stone will be like $100,000 — so basically, you have to ask an agency who they have available for a certain amount.
READ the full story here.
Image taken from Natalie's Blog.