WeylandtsBELLA Unsigned Model Search: M/FW 2019

The founder and executive director of BELLA Management, Chelsea Bonner wanted to bring to life her long-time dream of conducting a unique model search that focused on diversity across body type, age, ethnicity, race, gender, religion and sexual orientation.

She engaged effie&co to help make the dream a reality. We presented the concept to City of Melbourne who enthusiastically adopted it as part of Melbourne Fashion Week 2019.Super-model Robyn Lawley was the ambassador for the Search which saw over 100 modelling hopefuls compete to win a contract with BELLA Management and the chance to appear in a Pop-up runway event at M/FW.The Search was a huge success generating 16 pieces of media with a readership of 4.2 million and an editorial value of $511,500. Media coverage included the two articles in the Herald Sun, The Age, Sunday Life, Studio 10 and Channel 9 News.