June 21 2025, 08:15 “We’re fully behind their stories,” John Bruce, co-director at PRM Modelling Agency, tells PinkNews about the transgender models the company represents.
Led by Bruce and his husband Paulo Ribeiro, the London agency, founded in 2012, represents some of the industry’s most celebrated models, including trans twins Madelyn and Margo Whitley.
“We stand firmly behind trans models here,” Bruce says.
“Over the years, things have improved”, when it comes to diversity within the modelling industry, but “it’s not quite where we want it to be”, he adds.
And it may be “a little bit tougher” for other transgender models to replicate the success of Alex Consani, who made history last year as the first trans woman to win model of the year at the Fashion Awards.
“We are going to be challenged by the US government, and the UK. We feel a lot of people are going to be washed down,” Bruce warns.
Ribeiro chips in to say: “Fashion is about breaking barriers. We never know what’s going to happen in six months.” The industry was “very inclusive but with limitations depending on where products are sold”.
The path to stardom, Bruce says, “takes a lot of work… years”.
They both cite the legendary Naomi Campbell as a prime example of the discipline and dedication required to succeed in fashion.
‘We celebrate Pride all year round’
The couple, who met in London after Bruce returned from South Africa and Ribeiro from Brazil, both believe the city where they now live and work is the gay capital of the world.
Bruce, who is set to judge Poland’s Next Top Model this summer, adds of working in the capital: “I’ve never experienced any abuse or negative behaviour from anyone. I’ve always felt that being myself has helped me get to where I am.”
And Ribeiro says: “No one cares who you are, which made me feel so welcome here.”
Asked how they would be celebrating Pride month, Bruce replies: “We celebrate Pride all year round.”
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