Interview with top model agent Susanne Maushake

Owner of Munich Models through which she represents Elite Models in Germany, Susanne Maushake crafted the firm she founded in 1992 into Germany’s leading agency with over 500 female models. In this interview, we asked her to give us the inside on her profession and what clients look for in a model. She talks about business, egos, photography, social media and of course, supermodels.

Above: Spread from interview with Susanne Maushake, Courtesy of DONNA magazine / Fotografo: Andreas Ortner

How many years have you been working in the industry and how did you start out?
I started back in 1985 as a booker at Stars Model Management in Madrid. My sister was a model and so I got into the business as an assistant to Bernardo Gil , the owner OF Stars. In 1988 I moved to Munich and worked for two of the biggest agencies until 1992 until I opened my own agency Munich Models in 1992. Ever since I have been a happy owner of my own business. Due to my friendship with John Casablancas [of Elite Paris] and my experience I given the chance to represent Elite Models in my agency. To start your business representing 9 of the 10 Top Models of that moment was both a challenge and a stroke of luck at the same time.

Who were some of those Tops?
Naomi Campbell, Linda Evangelista, Tatjana Patitz…

Top model Candice Swanepoel

What do you most enjoy about your work?
Mostly I enjoy the contact with people and the beauty of images: two things I deal with on a daily basis.

Ah yes, the photography. Who are your favorite fashion photographers?
Peter Lindbergh, Enrique Badulescu, Mario Testino and Mikael Jansson.

Top model Michaela Hlavackova

What about what you most dislike about your work?
Most people would probably think it is the often-mentioned superficiality of the business – but it isn’t! I don´t find this business superficial at all. Once you are in it you realize it is exactly that – a business – one that requires a lot of creativity, which is a privilege. What I really dislike are the big egos of some of the people in this business.

True that! Is there competition between different offices within the same modeling agency?
Munich Models represents the Top Elite Models among hundreds of models from all over the world. I would say it has more to do with responsibility than competition. At the end of the day we want our clients to be happy and with clients I mean both models and clients – because we serve both of them.

Susanne Maushake (center) Elite Model Look 2012

How do you renew talent in such a fast-paced and competitive industry?
We have a New Faces division run by our two young bookers , who also take care of the scouting. Each Friday we post on Facebook at which spots we are scouting in Munich. The Elite Model Look is another big tool for recruitment. The top 15 of each World Final every year automatically receive our representation. Models like Constance Jablonsky , Sigrid Agren, FeiFei Sun , Michaela Hlavackova y Michaela Kocianova started out through Elite Model Look and are now top models. Apart from this, thanks to our presence in the market for over 20 years, we have a great working relationship with agencies all over the world, who give us their talents for representation.

Top model Fei Fei Sun

How do you decide whether a young candidate has potential?
Of course, height, face and measurements play a role. You asked me earlier what I like about this business. Well it is the factor of unpredictability. Sometimes you can have a “not 100% perfect model” that has it all due to her personality. So besides the mentioned facts, personality does matter. Our Blog headline is: “ The secret to modelling is not being perfect” – by Karl Lagerfeld.

Top model Michaela Kocianova

Who are your most successful models and why are they so sought after?
Apart from our Top Models, those that have an open smile, healthy look and a friendly image are the most successful. Clients look for classical beauty with lots of personality. Raica Oliveira, Michaela Hlavacova, Michaela Kocianova, Yfke Sturm, Chiara Baschetti, Nadine Wolfbeisser…just to name a few.

The dreaded question…Agencies are often criticised for promoting extreme thinness and taking on girls at a very young age. What is your opinion on this?
In my agency I do not allow any girls under 16 to work. A 14-year-old girl can be discovered by a scout, but at that age she shouldn’t be working in what is at the end of the day, a very tough profession.
Regarding thinness…Look, I think it’s still a problem. It’s true that for pret-a-porter shows, models have to be thin. There’s been attempts at governmental regulation requiring a minimum Body Mass Index of 18. Often it is designers who are blamed as those wanting size 0, and this is partly true. But lately there really is a growing demand for healthy girls. Slim, but healthy. I always give the same example: They pay elite football players to stay in perfect shape, to be healthy and strong—not obese. In the same way, a model must have certain measurements, eat healthy and exercise. A model that does not exercise and is overweight will not find work. It’s the harsh reality…for models just as it is for sports players.

Model Raica Oliveira

Does their presence and influence on social media networks have a significant effect on the success of a campaign?
Absolutely! Social media has become a main asset. A model that has many followers on Facebook and Instagram is more public and therefore known to more people. So the advertising value and effect is multiplied.
Social media also has become very important for us as agents. People not only want to engage with the models, but with the activities of the agencies as well.

Is there a specific formula to finding the right model for a specific campaign?
I don´t think so. I guess it lies mostly in listening to the client’s needs and putting your personal tastes aside.

Besides budget, what are the most important things a client should take into account when choosing a model?
It is important for the client to be able to trust the agent he books with. This business is based on trust and professionalism. If I think a model is not right for my client and their project I will go ahead and tell them and suggest a more suitable option.

Munich Models office

Tell us something that most people don’t know about your work/modeling/fashion industry.
People tend to think models are not very bright and just beautiful. I can only say…this is not true at all. Models who travel alone at a very young age, adjust and adapt to new photography teams every day, deal with adult professionals in the business and still give everything that is asked from them in front of a camera in order to keep the client satisfied are anything but not bright. They make relatively large amounts of money per day and have a lot of responsibility on their shoulders. They have to play their role in an adult business world and do a great job of it. Personally, I have a lot of respect for these young girls who are thrown into the business world unprepared and who manage to pull it off so well.

What about your best clients—those who you enjoy working with the most?
All of my clients…that is why I love my job! European Productions is no exception, I love their professionalism and the wonderful people behind such a big name in the industry.

We swear we didn’t tell her to say that. =)

Thank you Susanne!

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