The Models Direct offices are buzzing with excitement over London Fashion Week today and we are particularly interested to know which models will be representing our favourite labels on the catwalks this season.

As one of the UK’s leading agents for modelling, Models Direct has been delighted to see a growing variety of looks on the London Fashion Week catwalks in recent years; with more models of colour, plus size models and mature models finally beginning to better reflect the diversity which can be seen within our great capital.

In a move that was previously unheard of, last year saw respected designers such as Vivienne Westwood, Betty Jackson and Stella McCartney dress both mature and plus size models in their collections. Models included the beautiful 81 year old model, Daphne Self.

This trend is thankfully not limited to London Fashion Week. Companies like LK Bennett, Dove and Ultimo are just three of many to have embraced reality advertising recently, and they believe that the use of diverse models and ‘real women’ in campaigns will continue to grow in popularity.

“These days, people want something closer to the real world”, says Annick Gorman, creative director of LK Bennett.

Models Direct has always felt that beauty embodies all shapes, sizes, ages and colours. The company is greatly encouraged by recent changes in attitude within the modelling industry and the impact this has on the types of people who may have their dreams of becoming a model realised as we head further into the 21^st century.

“At a time when conditions such as eating disorders, unhealthy distractions with cosmetic surgery and other similar issues related to low self esteem or negative body image seem so worryingly common, I believe it that, even inadvertently, giving our children impossible ideals to aim for is extremely irresponsible,” says Models Direct’s Managing Director, Damian O’Connor.

And for those who feel that in order to become a model they will undoubtedly need to be tall, young, Caucasian and incredibly slim? “Many people have this stereotype in their heads about what a model should look like, and if they don’t fit, they feel that they can never build a modelling career. That couldn’t be further from the truth. There are opportunities and modelling jobs for all kinds of people, so I’d encourage anyone wanting to become a model to just give it a try,” adds O’Connor.