The noise, the rain, and the city seemed to conspire as Paris awakened. My work at Dear Society is about discovering talent and building its path, always remembering the intensity of Dangerous Liaisons: “Conquer or perish.”
By Diego Rueda, founder of Dear Society Model Management
I began the year in Paris, getting into a taxi from my hotel under a fine rain that made the pavement shimmer and heightened the nerves I carried inside. Crossing the Alexandre III Bridge, with the city slowly coming to life around me, reminded me how fleeting yet intense every moment in this world can be.
While I was on the phone discussing a production in Madrid, I caught a glimpse through the taxi window of the Grand Palais National Galleries — imposing and silent, like a knowing nod from the city itself. But my focus was elsewhere: Kim Jones’ final show for Dior Homme at the École Militaire.at the École Militaire. Kate Moss passed just five meters away from me, and for a brief moment, the noise, the rain, and the city aligned to make me feel the fullness of being exactly where I was meant to be. la plenitud de estar justo donde debía.
Cada día en Dear Society es distintoEvery day at Dear Society is different. I wake up early, review schedules, coordinate the team, and plan castings and productions. What many perceive as glamorous is, in reality, a job full of constant decision-making and invisible pressure.As I often say: “People see the final result — runway shows, productions, campaigns. But they don’t see the office hours, the rejections, the constant pressure. Representing models means competing every day, both nationally and internationally.” That intensity requires listening, supporting, and understanding each model as a person, because their success is also mine.
The Revolution of Masculinity
The revolution in masculinity we are witnessing is not merely aesthetic; it is about narrative, presence, and honesty.
Traditional menswear taught me what I didn’t want:beautiful faces without substance, uniform bodies, predetermined attitudes. I wanted to show something different — men revealing themselves as they truly are, without disguises or molds, free to express who they are.
I wanted to capture vulnerability, authenticity, and the strength that emerges from imperfection. Every model represented by Dear Society is the protagonist of his own story, and every shoot, every runway, is an act of visibility and resistance.This is my way of contributing a different voice to an industry that has historically been rigid and lacking in diversity.
Every Talent as a Protagonist
It’s all about finding talent where others don’t look, supporting it, and helping it grow. This is not just fashion — it’s identity, youth, visibility.That has always been my purpose, and it’s what has shaped this agency into what it is today:
Every step we take feels like a small debut — much like Matthieu Blazy’s at Chanelwhere freshness and vision transformed the runway into a bolder, more personal space. That is how I strive for each talent to find their own place within the industry.
It’s a delicate and deeply passionate job: guiding them, developing them, projecting them internationally, and watching each career take shape through effort and consistency. This philosophy of care and commitment to what is different is what guides us — and what makes every achievement, big or small, feel like a true premiere.