In short
- The catalogue has one agency in Amstelveen: Antimodels, founded in 2002; its owner and director is Sascha Tulp.
- It looks for people with a characteristic look, for whom age and sizes do not matter; registration is free for models.
- The agency has two addresses, in Amstelveen and in Bolsward, Friesland, and also offers production services, stylists and photographers.
Antimodels
Amstelveen borders Amsterdam on the south and lies in the province of North Holland. One of the 100 Dutch agencies in our catalogue is here, and it calls itself Anti-Models Amsterdam. Because the country has no licence written for model agencies, the catalogue includes every business that represents models and its profiles say what we found.
Antimodels (Noorddammerlaan 25, KVK 34177207) has worked since 2002 with people who do not fit the usual description of a fashion model. The agency's site says it looks for a characteristic look, real people, "anti-plastic, anti-Barbie", for whom age and sizes do not matter. In the catalogue it has women's, men's, kids, commercial and talent boards. The registration page says registration is free for models.
What we know of the agency's start comes from the press. MarketingTribune presented the owner and director, Sascha Tulp, in its "Entrepreneur of the Week" column on 21 February 2014. She said she founded Anti-models in 2002 because, after years of working as a model, she saw a gap in the market for a wider diversity of models and actors.
More than a board of models
The site lists two addresses: Anti-Models Amsterdam in Amstelveen and Anti-Models Noord Nederland in Bolsward, Friesland. Besides models the agency offers production services, location rental, stylists and photographers. For a model this means the same business can be both your representative and the organiser of the shoot. That combination is no flaw, but the contract should make clear who pays you, the agency or the end client, and how soon.
Antimodels belongs to a part of the market that is easy to see in the Netherlands: agencies looking for "real people" for advertising. An evaluation commissioned by the government in 2020 describes the market as two branches, commercial and high fashion, with a large middle group. Antimodels itself says age and sizes do not matter to it, and it has a kids board. If the agency registers a child under 13, the work will need an exemption from the Labour Authority, requested by the client, the producer or a parent.
Amstelveen and Amsterdam
- Amsterdam has 50 agencies; 11 have a commercial board and 8 a kids board.
- Ouderkerk aan de Amstel, the neighbouring village, has the casting agency Typies Casting.
- Diemen has the kids agency Kidz Management and 92 Model Management.
What to ask before you register
- What the commission is and what it is calculated on. No law or association sets it in the Netherlands.
- Which office you will belong to, Amstelveen or Bolsward, and where castings are usually held.
- Whether the representation is exclusive, that is, whether you may also register with another agency.
- When the fee is paid out. Late payment by clients is a common complaint in the Dutch market; all of this is covered in the guide Modeling agencies in the Netherlands.