Bringing fresh new faces to the big-ticket shows, Midland is the casting agency with a whole new way of looking at beauty
As the cofounder of casting and management agency Midland, Walter Pearce has been drastically shifting the industry’s aesthetic by casting unconventional faces for big-ticket shows and campaigns like Hood By Air, Balenciaga and Helmut Lang.
Their practice began in 2016, when Pearce and photographer Rachel Chandler decided there was a space in the casting sphere that was perfectly Midland-shaped. Pearce began by connecting brands with friends he knew – a few of them had faces obscured by tattoos, which fit the bill perfectly for Shayne Oliver’s SS16 Hood By Air show. They were flown out to walk the show and Oliver became something of a fairy godfather to Pearce.
Midland Agency wants to release the shackles on what the fashion industry deems beautiful through its casting choices. As Pearce says, “If anything can stop you from being free then you weren’t ever even free in the first place.”