TOP MODEL Jasmine Tookes

I want girls to go for their goals, but perhaps what modelling is right now is so different to what they are used to seeing.


Jasmine Tookes

– It is very relevant right now to have an active social position. Some people fight for animal rights and choose not to eat meat, some fight against racial discrimination, some advocate for women's rights. What do you think about this?

– I think it is very important for people to voice their opinion on social media, first of all, because it gives them the ability to open up about whatever they want and feel. I have been posting a lot in my Instagram ever since the #BlackLivesMatter movement, as I feel it is important for people to know what I stand for. I am using my platform to speak out against discrimination, beacuse it is super important for me.


– The fashion world is becoming more diverse right now. Do you think we have reached the peak of the progress or is there still room for improvement?

– I don't think we've reached the peak, so, there is still progress to be made. I think, obviously it takes a while for things to change, but there is so much more that could be done with diversity in fashion, even with the hiring of people of different races for them to actually be the heads of the company, we can also still get more diverse models into the fashion shoots.


– The theme of this issue is PHYGITAL. Virtual fashion shows are now becoming more and more popular. Have you watched any and what do you think about such digitalization of the fashion industry? – Actually, I haven't watched digital fashion shows. I have seen clips and previews on Instagram. When you have a front row seat in a normal, physical show, you have to take all this time to get dressed up and ready for it. It is crazy that now you can just sit at home and watch the show in your sweatpants! People can actually get a lot more done with the shows being digital, but I definitely think that there is an important aspect of being present there physically.

However, I actually like a little bit of both. I have been enjoying that fashion has been different this year.


– How would you react if you were offered to be a prototype for a virtual model?

– I think it would be awesome. It seems super futuristic and that is what catches my eye. So, yes.


– Do you think that virtual models are a handy innovation or, on the contrary, they are a downgrade, as they essentially steal jobs from real people? – They are a handy innovation because models today are doing so many different things. We are not just models anymore, we are people, who are building businesses, starting our own companies.

So, I think the digital version of myself can spare me some time from running around and doing shows, although I like being a model and participating personally.


– What do you think, won't modeling disappear in 10–20 years? Is it wise for young girls still to have ambitions for this industry?

– I really wouldn't be surprised if models disappeared. I think that modelling has already changed so much.

Especially with social media brands, who are now able to sell their products so easily there, while it used to be only through going to fashion shows and actually seeing the clothes in person. So, again, I wouldn’t be surprised if that happened. For someone who is looking up to be a model, I would of course want girls to go for their goals, but maybe what a model is right now is different to what they are used to seeing.


– Your sister wants to follow in your footsteps. Are you for or against her ambitions for the modeling business?

– My sister is 10 years old and she is actually already in modeling. She shoots for so many different things and she loves it! There are so many other things she also wants to do, so I always tell her not to focus too much on modeling, but also have other interests. Because I know how I am – modelling is my passion, I have been doing it for 10 years but I also know it is not going to last forever. So, I always have something else in my back pocket.


– When you received the first request for cooperation, your agent was not particularly happy about it. Tell us how important agent’s support and their concern for the model are.

– Agent’s support is everything. You want to have really strong people in your team, that help and guide you in the right direction. I started when I was 15–16 years old and my mom travelled with me everywhere until I was 18. Having that support was awesome particularly because you have to really have a strong back bone to constantly hear “no” and “yes”. You want people in your team like your agent to keep your spirits high and make you understand that just because you didn't book this one thing, it doesn't mean your career is over.


– How does your boyfriend feel about your profession? Have you had any experience of a relationship in which you faced a misunderstanding of the other half of situations at work?

– No. My fiance is super proud of me, he pushes me so hard to work and do better. He is the most understanding person of my passion for modelling. I feel very lucky, because he is very supportive, because even though he works in Tech, he gets the fashion industry a lot. I don't think anyone should be in a relationship, where the other half tells you what can or can't do.


– You had such a romantic engagement! How did your life change from that moment on, have you started to devote less time to work?

– I wouldn't say I started to devote less time to work. It is just that now we have lots of wedding planning. We are waiting for the big date on September 4th and literally planning every day, but I also have been working as much as I can.


– Tell us about your future plans for the JOJA project with Josephine.

– Yes. We've started building JOJA as just a fitness and wellness community about 3 years ago. It was honestly just two friends posting workouts that we like to do, and we slowly noticed that a lot of young girls began to catch on. For the last year, covid has had a positive side, because we have really had a chance to focus on building it into a brand. We're very excited to launch a new product this year. Hopefully, by the summertime everyone will see how much work we have put into it.


– Great! How do you see yourself in 5 years?

– In 5 years I hopefully will have already launched JOJA. I also hope to have children by then and to have been married to my fiance. And although I know it sounds like a cliche, I do want to be healthy and happy.


– Do you have any advice for beginner models? Maybe Top-3 rules?

– Firstly, never get down on yourself. If you hear a “no” and you're not perfect for the job, it has nothing to do with you, just with what the designer or the brand needs at the moment. Secondly, I always write down my goals, so I would say write down your bucket-list, whether it is being on the cover of Numero Russia or something else. Writing things down really pushes me to accomplish them. My third tip would be to not compare yourself to anyone. It is really hard not to do so in our industry, but you should have confidence in yourself. You have got to be patient, and everything will come when the moment is right.




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