MOTHER Model Management Celebrates Milestone Year in Style
By Courtney Scott / Photography By Richard Nichols
When you walk into the office of MOTHER Model Management, you are instantly transported into their world. Mood music plays on surround sound, like it would on the set of a photo shoot, and the walls are lined with framed fashion magazine covers, namely Vogue, that feature their clients. I sat with Mary Clarke, co-owner with her husband Jeff, to discuss their milestone anniversary celebrating 25 years in business and 10 years producing their TRIBUTE fashion show, which takes place this November at new venue, The Hawthorn, on Washington Avenue.
Mary had just returned from New York Fashion Week, where two new St. Louis models, Ava Christian and Aaliyah Buford, made their debut. The models walked in several prominent shows including a spectacular show by Vogue and another by Proenza Schouler. There, they ran into Karlie Kloss who went out of her way to assure the new models that they were in good hands with MOTHER Model.
After two years of events affected by pandemic protocols, Mary remarked that it finally felt more like a normal fashion week. “It is fun to see fashion back,” said Mary. “Fashion has become broader in the sense of what it is, from street style and everything in-between. That is what we try to do at TRIBUTE and I think we are good at presenting all of the aspects of fashion.”
“TRIBUTE began as an acknowledgement of the success that we were having globally which we wanted to share with the community,” remarked Mary. “It’s evolved into a showcase for local talent from designers to stylists and we love having Caleres as our sponsor.”
It has become a launching pad for models, which for many is their first show. From there, they will go on to sign contracts with renowned labels like Gucci. “We certainly never would have thought that’s what it could be, but that’s what it’s become,” beamed Mary. Now the attendees include agents, casting directors, and writers from fashion publications who come to see who might be the next to catapult into the scene.
Every year, Mary aims to include as many attendees as she can. She wants everyone to join in the excitement of the show, which is always different and packed with surprises. “TRIBUTE is the least stuffy, most fun fashion experience,” Mary gushed proudly.
It is not their only side project. During lockdown, the Clarkes had a lot of time to soul search on what else they wanted to do. Mary took some time to sift through old cards and emails from people they had worked with, some of whom went on to model and some who didn’t. Their messages reflected how their time with MOTHER Model was positive for their personal growth. One of the things the Clarkes have provided over the years for their models is a retreat-style weekend, when everyone puts their phones away and gets to know each other.
They developed Model You Weekend, which any aspiring model over the age of 13 can attend. It was designed to help participants tap into their inner potential and build esteem. It culminates with a photo shoot on the second day. “We all struggle with confidence and feeling good about who we are,” said Mary, who noted that Model You Weekends are the most rewarding part of her work now. One mother of a participant shared with Mary how much her daughter had gained and grown from the weekend, stating, “The daughter that I dropped off is not the daughter that I picked up.”
In an age where social media reigns, MOTHER Model can’t ignore the fact that it is a huge influence in booking modeling jobs. Fashion companies will often select models on how many Instagram followers they have or how they present themselves on the platform. Mary explained that they talk to their models about how to use the platform to authentically stand out by creating positive content. They stress that it is important to use their influence for good.
The thing that differentiates Mary Clarke and her team is that they go beyond the superficial aspects of what makes a model. It is apparent in their approach that they really care about the individuals, working with them on building their esteem and honing their craft, which often in the process, forms a sense of family and a support system among the models. As Mary said in her ever-soothing voice, “That is why I think the name MOTHER is so appropriate, because we are there to say it is okay.”
