In an industry that often celebrates speed, Mother Agency takes a slower, more considered approach. Founded by photographer and creative director Jesper Hede in 2024, the Melbourne-based agency blends talent management with visual storytelling, positioning itself as both a studio and a creative space.
The idea for Mother Agency started taking shape during the pandemic, while Jesper was in Denmark. With the closure of Duval, a Melbourne-based talent agency known for its progressive take on beauty, Jesper noticed a gap emerge. This eventually led him back to Australia with a vision to fill it. Having officially launched in 2024, Mother was designed to rethink the agency model, giving talent a voice, a platform and room to evolve beyond the brief.
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The agency’s most recent creative project, ‘Breath of Life’, pulls from mythology, sculpture, and sound to explore themes of identity and origin. Part fashion project, part short film, it features the work of a range of local creatives.
Fashion Journal: Hi Jesper! Tell me about Mother Agency and how you first started it.
Jesper: Mother is a creative agency that specialises in talent management and image-making. We officially launched in May 2024 but the vision has been taking shape for quite some time. When I received my permanent residency in 2019 (thanks to my good friend, Scott Newett at Cubed Studio), I found representation as a photographer with Duval Agency. They were a fresh face in Melbourne’s fashion scene, making waves with their progressive and diverse take on beauty.
It was in 2021, when I was in Denmark during the pandemic lockdowns, that I learned Duval was shutting down. I felt a lacuna in the industry and a pull to return to Melbourne, driven to fill and even expand on that space. I’d spent a lot of time with Jon Duval and saw how authentically he interacted with the models. It allowed me to realise the potential for deeper collaboration with talent.
I wanted to create an agency where models were more than just faces – they were collaborators, creators, and storytellers, actively developed and supported in shaping their path. That’s what led to the creation of Mother Agency. Beyond its industry meaning, Mother holds strong significance for me. She is a nurturing, parental figure. She embodies care, protection and a sense of community. I strive for this agency to have these values at its heart.
What separates Mother from other agencies?
We don’t just sign models, we actively develop their portfolios, refine their skills and connect them with opportunities that align with their strengths. We foster a strong offline culture where people of all backgrounds come together, recognising that we are all reflections of one another.
Our agency is a creative hub that values freedom of expression, meaningful collaborations and a sense of belonging. This runs deeper than fashion. Fashion is a medium. With each still or motion concept, we want to present an idea, evoke a feeling, or start a conversation. We care deeply about the unity of humanity and the uniqueness of self. Our ethos is spiritual by nature.
How did you come up with the concept for a ‘Breath of Life’?
Our in-house director, Harry Crean has Māori lineage. The idea that humanity was carved from clay by the gods and given the breath of life is drawn from Māori mythology. On moving to Australia, he soon discovered this notion can be also be found in creation stories of Australian First Nations, and even further present in the likes of ancient Greek and Chinese mythology. Given its diverse origin and universal relevance, we thought this was a powerful concept to echo.
How did you work with artists involved like Chi Trinh Linh and Alex Albrecht to bring the project to life?
We were looking for a sculptor to create human forms. When we found Chi, there was no doubt in our minds that she was perfect to play the goddess who shapes humanity from clay. Her craft is masterful and this elevated the visual narrative immensely. Chi has an array of clay anatomy that we were able to utilise, such as a human heart and head.
Our collaboration also involved taking casts of Mother models’ torsos, backs and faces. Taking a mould of a face requires the subject to stay up to 30 minutes in the dark and only breathing through two small nose holes. This can be an eerie but often meditative experience.
It was a joy to collaborate with Alex Albrecht on an original music composition for this piece. We have been fans of his ambient work for a long time. In our brief, we were hoping to mirror the sonic minimalism of Italian composers Raul Lovisoni and Francesco Messina (see Prati Bagnati Del Monte Analogo). It was really important to evoke emotion through the soundscape. Alex’s meditative ambience was both delicate and strong where it needed to be. We were elated to have his expression alongside this piece.
We had the pleasure of working with Kayla Moon from Xflos. She crafted an enchanting wall of flora, with an abundance of moss that transformed the set into a Garden of Eden. Bless you, Kayla! We also extend our gratitude to our friends at Speczmen. Their gracious hospitality in hosting us at their creative warehouse (and lending a wardrobe that daringly defies convention) enriched ‘Breath of Life’ with a distinct creative edge.
What do you hope people take away from ‘Breath of Life’?
‘Breath of Life’ hopes to unify. Across all cultures and social backgrounds, we all live under the same sun. There can be a lot of division and individualism in the modern day. We hope this is a reminder of the deep bond we share as human beings and our inherent connection to nature.
How do you see this project contributing to the evolution of Mother Agency’s artistic direction and what’s next in terms of creative projects like this?
We feel this is only knocking on the door of what’s next. We have long held an affinity for stunning visuals, which is made easy by the curation of our motherboard of talent and creatives. Whats on the horizon is an alignment of brand partnered editorial shoots with a deeper message.
We’re excited to hear more about the stories behind brands, to then elevate and bring clarity to these expressions through motion and still photography. We are continuing to breathe life into concepts across art, fashion and immersive spaces.
Keep up with Mother Agency here.
This article Mother Agency is sculpting a new vision for storytelling in fashion appeared first on Fashion Journal.
2025-05-21 06:00:00
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