Street casting has emerged as a significant movement in the fashion industry, with major brands increasingly turning to non-professional models for runway shows and campaigns. This approach champions diversity and inclusivity, moving away from traditional model archetypes. But What Street casting truly represents is a fresh perspective on beauty and talent, discovered in everyday life rather than within conventional agency rosters. This article delves into the world of street casting, using the recent experience of Istituto Marangoni Firenze as a case study, to understand how fashion institutions are finding their next runway stars directly from the streets.
Istituto Marangoni Firenze, renowned for nurturing fashion talent, recently embarked on a street casting endeavor for their End of Year fashion show. The school’s Director of Education, along with tutors and faculty members, transformed their library into a casting studio, seeking individuals with that unique, undefinable “spark.” This spark could be an attitude, a distinctive facial feature, or simply an inherent charisma – the qualities that make someone stand out and command attention on the catwalk. The search was on to find those unique individuals who embody the spirit of contemporary fashion.
The Energetic Setup for a Day of Discovery
The day of casting buzzed with energy and anticipation. The casting directors and Istituto Marangoni team members worked dynamically, swiftly adapting the library space. They rearranged furniture, converted bookshelves – usually filled with iconic fashion volumes – into backdrops for photographs, and even ensured a supply of snacks to maintain energy throughout the long day. The atmosphere was charged with a shared purpose: to identify the perfect faces and personalities for the upcoming fashion show. Over fifty aspiring models were expected, and the team was ready to meticulously evaluate each one. The sounds of camera clicks and runway-inspired music filled the air, creating a unique and vibrant ambiance in the usually quiet library.
Defining the Criteria: More Than Just Looks
The Istituto Marangoni casting team wasn’t simply looking for conventional beauty. They sought a specific aesthetic: “a dark heroine, a techno princess with the captivating allure of a nocturnal creature.” This vision guided their selection process, highlighting that street casting is about finding individuals who embody a particular mood or character, rather than conforming to standard model ideals.
For the aspiring models, the casting presented a series of challenges, primarily overcoming anxiety. The pressure of being quickly assessed and judged is inherent in such competitive environments. The fashion world can be demanding, and even minor missteps, like an exaggerated hip movement or arm gesture, could lead to elimination. This rigorous process underscores the high standards and attention to detail involved in selecting models, even through street casting.
Emma during the street casting session at Istituto Marangoni Firenze
Eleonora participates in the street casting at the school library
Adding to the intensity, Tutor Miguel Garcia, a seasoned expert, brought his years of experience to the casting. During breaks, he shared anecdotes from his London casting days, where he had to quickly discern potential amidst groups of individuals. His expertise allowed him to intuitively sense a model’s potential almost instantly, demonstrating the refined skill involved in spotting runway-ready talent.
The Examination Process: Steps to the Runway
Each model underwent a structured examination. The first step was making a positive initial impression through courteous and friendly interactions with the casting team. Then, against the backdrop of the cleared bookcase, each model posed for a series of essential photographs: a polaroid, a frontal shot, a profile, and a three-quarter view. Interestingly, Francesca Giulia Tavanti, the Director of Education, and Jurgen Teller, an aspiring photographer from within the school, took on photography duties, highlighting the collaborative and hands-on nature of the casting.
Niccolo Materassi posing for polaroids during the casting
Duccio Trevisan being measured by casting directors
Measurements were the next crucial stage. This practical aspect underscored the functional requirements of runway modeling. If a model’s measurements didn’t align with the student-designed garments, their potential runway appearance was immediately jeopardized. This rule emphasizes that while attitude and walk are important, the practicalities of garment fit are non-negotiable for a runway show, differing from the more flexible requirements of studio photoshoots.
Mirna during her walk assessment
Alessio performing his walk for the casting team
Finally, the walk assessment commenced. With music playing, Tutor Garcia provided last-minute guidance. Every step, every movement was carefully observed by the casting panel. The subtle communication between Tutor Garcia, Tutor Peloso, and Francesca Giulia Tavanti revealed whether a candidate was progressing to the next stage, showcasing the nuanced decision-making process.
The Outcome and the Beginning
After a ten-hour casting session in the library, the team, though tired, felt accomplished. The librarian’s desk, now covered with remnants of the day – pizza slices, snack crumbs, polaroids, and model tags – told the story of a day dedicated to discovery. The Istituto Marangoni Firenze team successfully completed the initial stage of model selection. However, this casting call was just the beginning. It set the stage for further preparations and events leading up to the highly anticipated End of Year fashion show. Street casting, as demonstrated by Istituto Marangoni Firenze, is not just about finding models; it’s about discovering unique personalities and broadening the representation of beauty in fashion, straight from what street has to offer. Stay tuned for more updates on the journey to the final runway event.
