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The Lions Model Management, the three-year-old New York modeling agency whose clients include Irina Shayk, Sara Sampaio, Stella Maxwell, Adwoa Aboah and Cameron Russell, has opened a new office in Los Angeles. The Lions LA is the second US location for the upstart agency, which has grown rapidly since its launch.

The new location marks a strategic expansion, tapping into Los Angeles’ suddenly bustling fashion scene. “From the beginning, we have built The Lions on a non-traditional business model that goes beyond metrics to find customers who have unique qualities and we work to grow their profiles,” said Ali Kavoussi, one of managing partners of the agency. “As the fashion industry continues to evolve, opening an outpost in Los Angeles is a natural next step as we continue to grow our business.”

Since launching in 2014, The Lions has taken a different approach to organizing its roster with a fluid table, without segmenting models by gender, ethnicity, height, or any other parameter. The agency also dedicates time and resources to helping models find their voices and create their own personal brands, which, of course, leads to more lucrative jobs from companies seeking personalities.” authentic” and quirky.

While mega-agencies like IMG seem to have a lock on celebrity sons and daughters, the most recent signing of Delilah Belle Hamlin, daughter of Lisa Rinna and Harry Hamlin; Hailey Baldwin, daughter of Stephen Baldwin and his wife Kennya Deodato, a former model, and Sailor Brinkley-Cook, daughter of Christie Brinkley and ex-husband Peter Cook, a model-turned-architect, other boutique outfits have known nurturing genuine strangers into potential household names.