“Sometimes you just think... they look interesting.”

Antonia Barath co-founded The Hook Model Management with Nicole Bogle-Dixon after recognising that some of the most talented models were being overlooked. They lacked the right portfolio, enough on-set experience, or insider knowledge. The Hook was built to close that gap.

The big idea: Find talent early. Invest more time, skill, and belief than anyone else. The agency's founding insight was simple: raw potential is undervalued when the industry only rewards polished portfolios.

Reading the market before it moves

Antonia works across London, Paris, New York, and Milan, spanning fast fashion, luxury, and advertising. Knowing what's trending is table stakes. The real advantage is recognising trends before others know they exist.

Zoom in: When she noticed ASOS leaning into cultural ambiguity as a look, she was already positioned. That kind of foresight comes from years of immersion, living and breathing fashion, and staying close to the right people. Finding undervalued talent only works when you can predict where the market is going.

Persistence as a system

Every month, Antonia sends her portfolio and availability to current clients and every potential contact she can find. As a freelance creative, she emailed Gymshark for months without getting a single reply. Then one day, they emailed back and became a long-term client. That relationship also led to a contract with Hugo Boss through a recommendation.

Why it matters: The pattern is consistent across her career. Showing up persistently, thoughtfully, and confidently accounts for most of the work. The results compound over time, but only if rejection doesn't erode your self-belief along the way.

What's next: If Antonia's story resonated, she's happy to connect over LinkedIn.