I am Femke van der Hulst, a BA (Hons) Creative Direction and Curation in Fashion student based between the Netherlands (Amsterdam) and the United Kingdom (Nottingham). My practice focuses on casting, model scouting and production, with an emphasis on personality-led image making. I am particularly interested in how identity and individuality shape visual narratives within fashion, working with the belief that models are the vertebrae of any creative project. Through my dissertation, I founded a personality-led mother agency, rooted in this perspective. What began as a conceptual project has since evolved into a fully functioning business, through which I develop and represent emerging talent. After graduating, I will be undertaking a Master’s in Fashion Communication at Nottingham Trent University, while continuing to expand my agency and develop my work across creative direction, casting and production within the fashion industry.