Ramy R.A. is a talent agent at The Society Management, the fashion agency based in New York, founded in 2013 and known for managing careers at the boundaries between fashion, beauty, pop culture and digital media. In just over a decade, The Society has become a landmark in building and developing world-class talents, working with characters like Kendall Jenner, Irina Shayk, Vittoria Ceretti and Adriana Lima and collaborating with global brands and brands. In this conversation, Ramy R.A. explains how you move from the European fashion circuit to international positioning strategies, and how today – between social media, e-commerce and new cultural narratives – the role of the agent has drastically changed
Let’s start from the bases. Tell us about your path: how did you get where you are today and what were the key steps before this moment?
I started my career in Milan as a talent agent, working in an agency that represented both iconic models of the 1990s and the new generation of “it girls” London, often daughters of public characters. The work went beyond traditional fashion shows and campaigns, including more transversal projects related to image and positioning. The idea of moving to New York was born from the desire to confront me with a more dynamic market. In the field it was widespread the perception that American agents were among the most prepared and visionary, and I wanted to measure myself directly with that level.
Do you think this perception is real? What if so, to what extent?
In part, yes. American agents operate in a market that cannot count on stable heritage brands like in Europe, and this forces them to continually develop new characters and new narratives to meet the needs of brands. This leads to a very complete approach to management. In Europe we have a very strong cultural preparation on the product and history of the brand. The United States, however, excels in the construction of entertainment and the creation of characters through diversified strategies. Today, with social media, a talent without content does not last. Exposure requires transversal strategies and content adapted to each platform. The viral phenomena that cannot be consolidated show how fundamental it is to build solid foundations.
How did your transfer to New York materialize?
I was already working with a New York agency, because models generally have partner agencies in each main market. At one point the American agency has proposed an open position and I decided to move in 2017, taking the opportunity to enter the US market directly.
How is your working day structured today?
My work is divided between a management component and a creative one. The management part includes the relationship with customers, the proposal of talents for shooting, the management of agendas, the negotiation of contracts and logistic coordination. The creative part is more strategic: it consists in defining growth paths to increase the visibility and positioning of talent, and in helping it to get targeted jobs, such as parades or specific campaigns.
What is the least visible but most decisive element of the strategic part of your work?
On the side of the agent, the central element is the long-term vision on the career of talent, which must evolve along with the talent itself and the changes of the fashion system. Social media have transformed talent into real media platforms. On the side of talent, however, personality is decisive: not only on the set, but also in the management of interviews, events and public communication. Many successful cases are linked to strong and recognizable personalities.
In recent years, what has really changed in value creation? And what was the same? And where does AI fit today?
In the last ten years social media, e-commerce and post-Covid transformations have shifted the attention of brands from traditional storytelling to emotional experience, greatly increasing the volume of content required. The parades remain a pillar of the fashion system: they have very high costs and a limited direct commercial return, but they represent the maximum creative expression of a creative director. Artificial intelligence is redefining the production of content, especially in fast fashion, through digital twin and avatar that allow to produce large volumes at reduced costs. That said, human experience and creativity will remain central, especially for the new generations who are already accustomed to living with the virtual.
Looking at the future, how will the role of the agent evolve?
The role is becoming increasingly a brand manager. Today we support talents in building their narrative, developing content format and defining branding strategies. The goal is to help them build their own audience and, in perspective, also products and brand owners. The real challenge remains the constancy: it is often the factor that makes the difference between who builds a career and who does not.
New York remains your horizon?
For now, yes. I think we are all citizens of the world today and limiting ourselves to one place can be reduced. New York is an intense, competitive city, extremely culturally stimulating. Living here is a privilege, but requires ability to adapt and a strong predisposition to change.
There is also a strong cultural difference in how success is perceived between the United States and Italy.
Yes, and I think this is an important topic. Italy has an incredible potential and Made in Italy is globally recognized, but often lacks that competitive drive needed to transform this value into global leadership. The risk is to remain anchored to the greatness of the past – from the Roman Empire to the Renaissance to the great historical brands – without pushing enough on the future evolution. In the United States, on the other hand, there is a greater openness to those who try to build something new, and this creates a much more favourable ecosystem for growth.
L’articolo Ramy R.A., talent agent of one of the most influential fashion agencies in the world proviene da IlNewyorkese.
