This month sees the launch of FEELS, a fashion-modelling app aimed at introducing new talent to the fashion community. Developed by Dawson King in collaboration with Storm Model Management, FEELS originates from an Internet term for ‘feelings’ used to describe something that generates an emotional response to something creative. This new app allows budding models and fashionistas to take high res quality photos of themselves, which fashion brands and the wider fashion community can utilise for castings and campaigns. In addition, the app enables brands to monitor real-time trends, download users’ photos for editorial and campaigns, and for those interested in modelling to be scouted by an industry leader for representation. Using the app, users post their everyday looks and enter brand casting calls for the chance to be discovered, with users also being given the option to like, comment and download photos, and be contacted directly by brands with new opportunities. For the app’s launch this month, up-and-coming male models are being given the opportunity to appear in a worldwide e-commerce shoot for menswear designer, Ashley Marc Hovelle. Other brands utilising the app include graphic streetwear brand Shade London to cast its summer style social media campaign, and Oh My Love London to cast for its Festival collection. The launch of the app signals a new development for STORM, with the app aiming to create an integral community for the fashion industry where resources, brands and services can be promoted and new talent can be introduced.

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