Midland Agency

What Midland Agency does

Midland Agency (also known as Midland Casting) is a boutique casting agency founded in 2016 by Rachel Chandler and Walter Pearce in New York. The firm provides talent casting services to fashion brands, designers, and editorial publications, integrating traditional agency casting with street scouting to identify talent in everyday environments such as subway stations. Midland maintains an international client base that includes luxury fashion houses (Gucci, Valentino, Loewe, Marni, Comme des Garçons, Carolina Herrera, Fear of God, Eckhaus Latta, Bode, Mugler, Kenzo, Wales Bonner, Carven, Vaquera, Fforme, Issey Miyake, Stone Island, Marc Jacobs, Tommy Hilfiger, J. Crew) and fashion publications (T Magazine, M Le Monde, Self Service, Holiday Magazine, Fantastic Man, Double Magazine, AnOther, The Gentlewoman, Arena Homme+, The Face Magazine, Re-Edition Magazine).

The agency's core methodology centers on Chandler's personal reputation for storytelling through casting, with the firm combining agency-represented talent (models, artists, actors) with talent discovered through street scouting. Frequent collaborators named in the input include stylists Carlos Nazario, Camilla Nickerson, and Lotta Volkova, plus photographers Glen Luchford, Zoe Ghertner, David Sims, and Harley Weir, and creative directors Marie Chaix, Ferdinando Verderi, and Benjamin Bruno. Midland operates as part of the Art Partner network, where Rachel Chandler holds the Casting Director role; no venture capital or private equity backing is evidenced in the source data.

Revenue is generated through professional-services casting fees across campaign, runway, and editorial assignments. Active runway seasons evidenced through FW26 and SS26 include work for Valentino, Mugler, Carven, Carolina Herrera, Eckhaus Latta, Fforme, Vaquera, Kenzo, Wales Bonner, and Giambattista Valli; editorial work spans T Magazine, M Le Monde, Holiday, Re-Edition, The Gentlewoman, Self Service, and others. Pricing is not publicly disclosed, and no formal revenue or headcount figures appear in the available source material.

Name

Midland Agency

Legal name

Midland Agency

Website

https://midland.agency

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Midland Agency is a New York-based boutique casting firm, founded in 2016, providing campaign, runway, and editorial casting services to luxury fashion brands and publications by integrating traditional agency talent with street casting. It operates within the Art Partner network.

Ownership category

akta.pro rank

Product category

Fashion Casting Services

SIC

Services-Employment Agencies (7361)

akta.pro primary industry

Talent Casting & Auditions (Casting Directors, Open Calls) (HSACAHAL)

Keywords

• Fashion casting services
• Model casting agency
• Talent casting services
• Street casting
• Campaign casting

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Casting Services: Midland Agency generates revenue by providing casting services to fashion brands, designers, and publications. The agency matches creative talent with client needs for campaign and runway work.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Midland Agency (also known as Midland Casting) is a boutique casting agency that provides campaign, runway, and editorial casting services for fashion brands, designers, and publications. The agency pairs established models, artists, and actors with brand clients while also conducting street casting, scouting undiscovered talent from everyday environments. It is based in New York and works globally with luxury fashion houses, independent designers, and fashion magazines.

Product overview

Midland Agency (also known as Midland Casting) is a casting agency founded by Casting Director Rachel Chandler in 2016. The company operates as a single unified casting service rather than a modular platform. Its core offering is talent casting for the fashion industry, combining agency casting of established professionals with street casting of undiscovered talent, serving luxury brands for both campaign and runway work.

Differentiator

Problem solved

Functional benefit

Products and services

• Midland Casting Services (Campaign and Runway Casting) End-to-end casting services for fashion brands, encompassing agency casting of established models, artists, and actors, as well as street casting of newly discovered talent, for both advertising campaigns and runway shows.
• Editorial Casting for Fashion Publications Casting services for fashion and culture magazines, sourcing distinctive talent for magazine covers, fashion stories, and creative editorial features.
• Street Casting and Talent Discovery Street casting and talent scouting service in which Midland identifies and develops new, undiscovered talent from everyday environments (e.g., subway stations) and integrates them into fashion campaigns, runway shows, and editorial work.

Named customers35 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Earth PartnerminorOthersEarth Partner is referenced in the Art Partner navigation as a related initiative, suggesting some organizational or brand connection between Midland/Art Partner and Earth Partner environmental initiatives.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Art Partner: Parent/affiliated creative agency representing stylists, photographers, and creative directors. Midland's Rachel Chandler operates as a Casting Director within Art Partner, making Art Partner the closest organizational peer and the entity that directly cross-pollinates clients with Midland.
• The Establishment: London-based casting and production studio serving luxury fashion houses and magazines with a comparable mix of agency and street casting. Directly comparable in service offering, client base, and creative positioning to Midland.
• Anita Bitton Casting: Long-established fashion casting director working with luxury and editorial clients including Gucci and major publications. Direct competitor for high-end campaign and runway casting mandates in the same fashion week ecosystem.
• Piergiorgio Del Moro Casting: Fashion casting director with a portfolio spanning top luxury houses and major magazines. A primary peer competing for the same runway and campaign casting work that defines Midland's roster.
• Streeters International: International talent and creative agency representing hair, makeup, styling, and set design talent, deeply embedded in luxury fashion campaigns and editorials. Comparable as a London-rooted, globally serving creative talent agency with overlapping fashion house clients.
• Compagnie des Agents: Paris-based agency representing creative talent (stylists, photographers, casting) for luxury fashion. Direct peer in the European fashion casting ecosystem with comparable client overlap in French and Italian luxury houses.
• Julia Quenzler Casting: Independent fashion casting director with an extensive runway and campaign portfolio for luxury brands. Direct competitor for the same seasonal casting engagements and editorial mandates that define Midland's business.

Broad incumbents

• DNA Model Management: Established global model management agency that also influences casting direction for fashion campaigns. Broader incumbent with overlapping relationships with the same luxury brands that hire Midland.

Emerging players

• Heroes Model Management: Independent model agency with a strong presence in editorial and high-fashion casting, often collaborating with casting directors in runway seasons. Comparable as a tastemaker agency for emerging and non-traditional talent, intersecting Midland's street-casting discovery pipeline.

Regional players

• Maida Gregori Casting: Milan-based casting director with deep ties to Italian luxury houses (Prada, Marni-adjacent brands). Operates in the same casting category as Midland but is primarily anchored in the Italian fashion system rather than the NYC base Midland operates from.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/midlandagency/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Midland Agency