FIIRI AGENCY

What FIIRI AGENCY does

FIIRI Agency is a Stockholm-based modeling and talent agency operating across Scandinavia that represents BIPOC and LGBTQIA+ models for fashion industry engagements including runway shows, editorial shoots, brand campaigns, and commercial bookings. Founded in 2019 by Somalian-born entrepreneur Mona Mohammed Ali, it self-identifies as Scandinavia's first Black-owned and operated modeling agency and the region's first inclusive model and diverse talent agency. The company employs approximately 10 people, operates without external institutional funding, and markets primarily through Instagram, LinkedIn, and its own website. Customer engagement is handled through direct email-based booking, with formal terms and conditions governing client conduct, talent welfare, content usage rights, and GDPR-aligned data handling.

FIIRI operates a service-based, project-priced revenue model. The primary stream is talent booking services, billed hourly or daily at the underlying model rate plus a flat 20% agency fee, VAT, and agreed expenses; full-day bookings are defined as 9 studio hours or 10 location hours, with half-day tiering and 1.5x overtime beyond the 9th hour, and payment terms of net 30 days under Swedish-law late-payment interest. A secondary stream is cultural awareness consultation sold to brands and companies seeking guidance on diversity representation and inclusive casting practices. The product surface also includes a Talent Development Program supporting emerging models with portfolio building, runway preparation, and professional development, and a digital Casting tool marked as "coming soon." No proprietary technology stack, platform architecture, or software product is currently disclosed; operations rely on direct client-agency relationships and self-service talent application intake (currently paused until 2026).

The customer base consists of fashion-industry buyers (brands, designers, fashion houses, media companies) seeking diverse representation, while the supply side is comprised of BIPOC and LGBTQIA+ talent across Sweden and Denmark. Distribution is fully direct — no intermediaries, resellers, or marketplace partners — and the agency does not list named enterprise logos in the available data. Risks to the model include key-person dependency on the founder-CEO, narrow geographic concentration in the Nordic region, application intake constraints, and absence of disclosed revenue or funding to indicate scale.

Name

FIIRI AGENCY

Legal name

FIIRI Agency

Website

https://fiiri.agency

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

FIIRI Agency is a Stockholm-based, Black-owned modeling and talent agency representing BIPOC and LGBTQIA+ models for Scandinavian fashion industry bookings, runway shows, editorial shoots, and brand campaigns, supplemented by cultural awareness consultation and talent development services.

Ownership category

akta.pro rank

Product category

Modeling and Talent Agency Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

akta.pro primary industry

Talent Agency & Representation Services (HSACAHAK)

akta.pro secondary industry

Creator Talent Management & Representation (MPAAAHAB)

Keywords

• Model talent representation
• Inclusive fashion casting
• Cultural awareness consulting
• Diverse talent booking
• BIPOC model agency

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Model Talent Booking Services: FIIRI Agency charges clients for booking BIPOC and LGBTQIA+ talent for fashion industry engagements. Fees are charged by the hour or by the day, with full-day bookings (9 hours studio, 10 hours location) and half-day options available. An additional 20% agency fee is applied to all bookings, plus VAT and agreed expenses.
2. Cultural Awareness Consultation: The agency offers cultural awareness consultation services for brands and companies seeking to appropriately improve their diversity as a team and as a brand.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

FIIRI Agency is a modeling and talent agency that represents BIPOC and LGBTQIA+ models for fashion industry engagements such as castings, runway shows, editorial shoots, and brand campaigns. It books its talent to clients (brands, designers, fashion houses, and media companies) on hourly or daily rates with a 20% agency fee, and supplements this core offering with cultural awareness consultation for brands and a talent development program for emerging models.

Product overview

FIIRI Agency is a service-based modeling and talent agency offering a unified portfolio of services centered on inclusive representation of BIPOC and LGBTQIA+ talent in the Scandinavian fashion industry. The core offering is its talent representation and booking services, supplemented by cultural awareness consultation for brands, and a talent development program for emerging models.

Differentiator

Problem solved

Functional benefit

Products and services

• Inclusive Model and Diverse Talent Representation Scandinavia's first inclusive modeling agency representing BIPOC and LGBTQIA+ models and diverse talent for fashion industry engagements, castings, and bookings. Charges clients by the hour or by the day with a 20% agency fee.
• Cultural Awareness Consultation Consultation services for brands and companies seeking to appropriately improve their diversity, providing guidance on inclusive representation and cultural awareness in the fashion industry.
• Talent Development Program Development program supporting emerging talent through portfolio building, professional development, and runway preparation for both male and female models.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wilhelmina Models: Established full-service modeling and talent management agency with diverse divisions. Overlaps with FIIRI in talent representation but serves a much broader, less DE&I-specialized client base.
• The Society Management: Elite-model-owned agency with offices in New York, Paris, Milan, and London. Competes for the same fashion casting budget but operates as a broad incumbent with a wide, non-niche roster.
• IMG Models: Global modeling powerhouse representing top talent across editorial, runway, and commercial work. Overlaps with FIIRI in fashion casting but operates as a broad incumbent across geographies and talent types rather than a DE&I-focused niche.

Emerging players

• BTC Talent Agency: Smaller, diversity-focused talent agency representing models of color. Compares to FIIRI through its DE&I specialization but is at an earlier stage of brand recognition and geographic reach.

Direct peers

• Elite Model Management: One of the world's largest modeling agencies with a long-standing Stockholm office. Directly competes for fashion industry clients in the same Scandinavian geography, though it offers a broader, non-specialized roster.
• Ugly Worldwide: Modeling agency explicitly built around diversity, inclusion, and representation in fashion. Highly comparable to FIIRI in mission, niche positioning, and boutique scale, though operating in different geographies.
• Neon Model Management: London-based agency known for championing diverse and unconventional talent in fashion. Comparable to FIIRI through its explicit focus on inclusive representation and similar boutique, mission-driven positioning.

Regional players

• Stockholmsgruppen Models: Sweden-based modeling agency with a Scandinavian roster across editorial and commercial work. Comparable as a direct Stockholm-headquartered competitor for the same local fashion casting clients, though without FIIRI's DE&I specialization.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/fiiri
• Instagraminstagram.com/fiiriagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 FIIRI AGENCY