Selma Nicholls is Founder and CEO of Looks Like Me a talent/model agency. In her first contribution, Selma shares a snapshot of who she is and the inspiration behind Looks Like Me.
Before Looks Like Me, I was a theatre Producer of Dance and Drama. This was my main passion and drive for over a decade. Developing from a practitioner, facilitator, producer and Director, I was fortunate to work with many young people and contribute towards making meaningful change within communities, I love participation work with young people, especially within my community, Tottenham (London).
Tottenham is a really special place to me. It’s where I was born, grew, loved, hurt and still live. Once I became a mother I was aware of all the beautiful landmarks that brought me joy and happiness and shared these with my daughter. These Tottenham landmarks are in our LLM campaign images, shoot by Helen Marsden. Presenting joy and happiness in one of the most deprived areas in London.
Markfield Park Community Centre Hut, wearing Khumalo Mini.
Becoming a mother sparked an interest and my focus grew towards babies and children, as I noticed there were not many children that looked like my child in catalogues and within advertising, so I decided to contact a modelling agency and put my daughter Riley Ann forward for modelling work. The agency was fantastic, my daughter got lot’s of castings and worked with Argos and John Lewis but as toddlers do, one day she learnt the word NO and decided she didn’t want her pictures taken.
Modelling stopped at age 1, however, this world re-opened when my daughter became three due to requesting straight hair and white skin.
My daughter the face of LLM, Riley Ann.
I believed that I could be the change that I wanted my daughter and other children to see within advertising and draw attention to the under-representation of the Black and ethnic groups featured in advertising and marketing with particular focus on children, which is currently underrepresented in advertising and LLM offers a service to change this. Looks Like Me has created services providing exceptional talent, models, families and extraordinary beautiful campaigns.
What makes Looks Like Me styling unique is our love of blending cultures through clothing. We love clothes that represent children’s personalities but culture is always in there. Working and collaborating with the awesome Yvadney Davis has allowed me freedom to share our culture, which our models are already comfortable with.
Our models do lot’s of team building exercise (through music & dance) and walk and talks. This allows a platform for our natural authentic images to speak volumes and bring joy and happiness to the world.
I work from a template called motherhood, collaborating with the exceptional photographer Helen Marsden, to present images of how I see my daughter and other children experiencing the joy of life and sharing these images with the world… which also led me to collaborate with Creative Soul Photography, images coming soon…
Watch this space as new LLM Campaign Images are coming soon… Jan 2017
Interested in Modelling or finding out more about Looks Like Me? Click here.
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