Storm is a founder member of the BFMA an actively contributes to the management of the Association.

Who we are

The British Fashion Model Agents Association (previously the AMA) is the trade association of the UK fashion model industry. Founded in the 1970s, it includes the major UK fashion modeling agencies among its members. In 2017 the BFMA was officially affiliated with the British Fashion Council.

BFMA members are employment agents and, as such, are regulated by The Conduct of Employment Agencies & Employment Businesses Regulations 2003, under the aegis of the Department for Business, Energy & Industrial Strategy, with whom the Association consults.

In addition to the legal framework, all BFMA members adhere to a strict set of criteria which governs their business activities, this includes the BFMA Code of Conduct, the Terms & Conditions of Booking and the Best Practice Guide for both model agencies and industry, drawn up by the British Fashion Council, in consultation with the BFMA.

Full details of the BFMA can be found on the website at

What we do

The BFMA aims to create a unified voice for the UK model industry. Its activities are informed by the main objective of its members which is to discover, develop and represent fashion models so as to enable them to enjoy profitable, safe and fulfilling careers.

Members meet at regular intervals and maintain an on-going dialogue with clients from all sectors and with other relevant stakeholders. These include NGOs, government and regulatory bodies such as HMRC, the Home Office / UK Border, and other trade associations. These dialogues are conducted with the view to enhancing the working conditions & welfare of the models which the BFMA’s members represent and the regulatory framework within which the industry operates.


The aims of BFMA are to:

1. Promote the interests of fashion model agencies which in turn have a duty to manage the careers of their models to maximum benefit
2. To safeguard the health and wellbeing of models
3. Provide member agencies with the requisite information to best ensure they comply with all relevant legislation & best practice
4. Operating under the aegis of the British Fashion Council, to set the highest standards of model care & welfare to be maintained across the fashion industry
5. To maintain the ethical standards of the modeling industry
6. To provide a voice to Government, NGOs and the media
7. To work towards the elimination of rogue agents
8. Public point of contact for enquiries
9. To provide a clear route for models to report, in confidence, any incidents of harassment and abuse

10. To ensure that member agencies subscribe to the Aims and the Code of Conduct and to have the remit to investigate/suspend or strike off a member.

British Fashion Council

Role of the BFC in the BFMA

Establish an independent oversight council that will also take on the role of an independent whistle-blower.

Continue to manage funds to ensure they are used to promote the interests of models.

Encourage dialogue between models, agencies and other industry parties.

Establish a code of best practice adhered to by both agencies and industry in the interests of models.
Host a secretariat for BFMA


Code of Best Practice for both Agencies and Industry

The British Fashion Council calls on patrons and industry partners to sign-up to a Code of Best Practice which aims to set an agreed industry standard to be used as a benchmark for both models and any party employing models or those employing casting directors to employ models on their behalf.

Responsibility of clients

The BFC together with the BFMA has expectations of any client as an organisation that employs or hires models:

To agree to act ethically, reasonably and with the same due care and respect afforded to any organisational employee. This includes but is not limited to

• Being mindful and ensuring where possible the health and well-being of the employed model (whatever the fee) during the employed task

• To ensure that there are no injurious practices in relation to a model’s health e.g. excessive exposure (including frequency) to flash photography, over long or late days, etc

• Ensuring that no illegal are unethical practices are undertaken during the working day

• That each casting and employed engagement provides a clear route for models to report, in confidence, any incidents of harassment or abuse

• That any models under the age of 16 are required a chaperone

• That in the case of minors (under the age of 18), all work and working conditions are age-appropriate

• No models under the age of 16 are employed to promote age-inappropriate clothing (including, but not limited to catwalks, advertising, look books, ecommerce)

• Any drastic change of image is pre-agreed by the agency, ensuring authority and clear consent

• Any nudity is pre-agreed by the agency, ensuing authority and clear consent

• Suitable working conditions e.g. appropriate changing facilities, temperature control, meal breaks with nutritious food and drink, appropriate accommodation and transport provision where necessary

• That no-one in the employment of the organisation, whether full time or freelance will exert any abuse of power or perceived power

• To provide appropriate levels of insurance when the model is working under the auspices of the client either directly or through any subcontractor such as a studio, production company