Throughout her career, Coco Rocha has stood up for the rights of her peers — from joining the Model Alliance and helping to pass laws protecting child models to speaking out against overuse of Photoshop. Now she's taking that one step further, according to a report by WWD: Alongside her husband James Conran, Rocha has taken a management and ownership stake in Nomad MGMT.
Nomad, which represents models like Soo Joo Park, Sung Hee Kim, Matthew Hitt and Sung Jin Park, will become a global booking agency under Rocha, Conran, Nomad founder Damon Rutlandl and Roman Young, who discovered Rocha. She will serve as brand director, and help to turn the modeling industry into a friendlier place for those who work in it.
"The market has changed since the Nineties," Young tells WWD. "The market is flooded with a lot of models. It's sadly become a volume business now, and agencies keep growing and growing and it's about margins and profits. It's less personal."
"People who rooted for me and were impactful in my career knew everything about me. They knew my goals, my likes, my dislikes, what I wanted out of my career," Rocha says. "That worked so well for me and that's what our girls need."
To that end, Rocha compares her new role to a "big sister" type, who will get to know each girl individually and help tailor their careers to their own goals. Nomad will offer sessions on healthy eating and fitness, as well as personal sessions with accountants. Rocha will also get involved with scouting, especially through social media. "I'm always looking for girls who treat this as a business, not just a fun lifestyle," she says. "A sneaky way of doing that is check their social media. How do they come across and present themselves?"
But this isn't a retirement for Rocha either; she'll be modeling right alongside the new girls, represented by Nomad MGMT. Rocha's former agency, WME-IMG, will continue to represent her entertainment booking.