Nico Zulatto, founder of Volks Management Studio, was scouted in a hair salon in Tarragona, Spain. Having graduated in Business Administration and looking forward to growing both professionally and personally, it was then that he began his career as an international model walking for brands such as Dolce & Gabbana. Now, after working as a producer and learning the ins and outs of this complex industry, he runs his boutique modelling agency from Amsterdam, one of the most promising projects in the sector, which also offers services such as production, branding, communications, and public relations.
It's common knowledge that some very famous models started their professional careers when they were stopped by someone on the street who asked them if they wanted to become models. It may seem like a fictional story, but this happens in real life, and Nico Zulatto and his team know it well. They spend a large part of the day discovering new faces who will end up walking the world's most important runways and starring in campaigns for the most iconic brands. "We set aside one day a week for scouting meetings, as we never sign a new talent without first having a proper conversation to get to know them better," the Spanish entrepreneur tells us. Do you want to know more? Keep reading!
Nico, it's a pleasure to speak with you. Before getting into your project, Volks Management Studio and delving into the current international fashion scene, I’d like to know what you think of last season's fashion shows. What conclusions have you drawn in terms of beauty standards in the last few months?
I think last season felt like a bit of a transition. A lot was going on behind the scenes in big fashion houses, and that kind of set the tone. Some shows felt more like they were just keeping things moving rather than making a strong statement, but there were still moments that caught attention. In any case, change is always positive, especially in creative fields. It sparks new energy, and that’s exciting. Fashion has us curious again; now it’s time to see what comes next. When it comes to beauty standards, I feel like that’s where the real shift is happening. The classic idea of beauty has definitely evolved. Now it’s more about uniqueness, people’s individual features, different backgrounds, and how all of that comes together. Diversity is becoming the norm, and that’s something really powerful.
“We are aware of the constant change in this industry, and that is why we adapt our management strategy to the current needs of the market,” reads the manifesto of your global fashion scouting and management agency. Tell us, what are these demands and how do you respond to them at Volks?
As you mentioned, the industry is in constant change, and that's where boutique agencies like ours are gaining strength. With a more flexible infrastructure, we can listen actively and respond quickly. We believe in stepping out from behind the computer screen and being in direct contact with what’s actually happening on the ground, engaging with clients to understand exactly what they’re looking for and what they need, and working closely with the agencies we collaborate with to create as personal a connection as possible. That’s the only way to stay relevant and up-to-date, and that’s how we do things at Volks Management Studio.
By providing personalised and close management to connect your talents with top international agencies and renowned brands, you have established yourself as one of the key platforms to discover new faces for the most acclaimed brands and agencies in the sector in just a few years. What do you consider when spotting talent? Do you have any guidelines or specific demands?
We take great pride in our scouting process at Volks Management Studio. It’s a strength that comes from many years of experience working in the industry, which has allowed us to fine-tune our ability to spot new talents that will make waves in the coming years. It’s incredible to think that it all starts with stopping someone on the street and asking if they’re a model, and most of the time, they don’t even know it yet. That’s the most exciting part. Then we have a meeting, where my team and I sit down with the talent. The secret is that a great model has a special energy that will take them far, and our job is to get to know the person better, their hobbies, and their creativity. Together with the polaroids we take that same day, it helps us make the final decision.
I would like to know more about what a working day at Volks Management Studio looks like, though I guess not two days are alike. For those who may not be familiar with model scouting, could you tell us more about it?
Our days are never the same, but we keep things organised to ensure we dedicate the right time to each task. We set aside one day a week for scouting meetings, as we never sign a new talent without first having a proper conversation to get to know them better. The rest of the week is focused on staying in close contact with our clients, partner agencies, and, of course, our talents, who we see as part of a family. We spend time training, planning their development, or simply sharing ideas over a coffee. Street scouting is always ongoing, and we also make space for internal brainstorming moments, where we reflect, improve, and keep ideas flowing. Since we are model creators in a way, once a new talent joins us, the real work begins. We focus on shaping them into professional models with an international career path before connecting them with our clients or partner agencies.
I think we all have in mind some very famous cases of ultra-famous models who were scouted in everyday situations while shopping at a supermarket or walking down the street. What is that first approach like with the profiles you discover, for example, on the street? What is the first thing you say to them, and what is the most common response?
I can tell you about one really promising story. I was taking the train in Amsterdam one weekend; yes, scouting is 24/7! And the train was quite full. I found an empty seat in one of those four-seat sections, facing two other people, and a guy was sitting there listening to music. Right away, he caught my eye. He had something really cool about him. So I asked him the classic question: “Are you a model?” He said no. I showed him the agency, explained a bit about what we do, and we later organised a meeting where his parents joined too since he was seventeen at the time. We signed him, and now at eighteen, just a few months later, he’s already been featured in an interview on Models.com as one of the most exciting new faces right now. He’s signed with top agencies in Milan and Paris, and he’s currently in talks for exclusivity with one of the biggest fashion houses in the industry. It’s incredible to see how far he’s come in such a short time, and I’m really proud to be part of that journey from the very start.
Are you in constant contact with Models.com to share your new profiles with them, or do they reach out to you when they are interested in highlighting some of your talents?
Our relationship with Models.com is very important to us. We are closely connected, and they constantly validate our work by featuring our talents in personal interviews, conducted by the amazing Rosie and her team. They go through a global casting process where they select the fresh new faces that are making waves in the fashion world. This gives incredible visibility to both the new talents and to the scouting agencies, which is where it all starts. We send them our newest faces, and they choose the ones to feature.
And how do the talents you discovered react when they see that the international fashion sector has eyes on them, highlighting their unique beauty or natural potential? How do you celebrate it when this happens?
When a model gets published, they can hardly believe it because they are so new to the industry. It’s such an amazing way to start off on the right foot. We celebrate every achievement of our talents with great joy, no matter how big or small, because every step forward is a significant moment for us.
It is important to note that you are also a model and have been working internationally in this industry for a few years. In 2019, you walked the Dolce & Gabbana fashion show. How do you use your previous experience to connect, empathise and help the talents you now work with?
The project was born as an adaptation in my life. I graduated in Business Administration, but my desire to explore and grow both professionally and personally led me to work as a model for nearly five years. My journey began when I was scouted in a hair salon in Tarragona. Those five years completely transformed my personal and professional life. I was going through a huge change and became a sponge, learning from incredible people as I travelled constantly for my work. Surrounded by creative individuals, many of whom became my family and friends in various countries, I found inspiration and learnt a lot. My curiosity eventually led me to work as a producer, where I learnt how to manage projects from scratch. Realising there were many aspects of being a model that could be improved on the agency side, I decided to start the agency. My goal was to provide new talents with human, personalised management and to help them leverage my network to build the best professional careers. Having worked in various facets of the industry allows me to have a comprehensive, global perspective.
Having worked as a model myself, I am able to truly understand and connect with the talent in the most personal way. I know exactly what they may feel and experience at each stage of their career, which allows me to prepare them for smooth and successful development. At the same time, my understanding of the market makes us the perfect ally for the agencies we collaborate with, our clients, and, of course, our talents.
Having worked as a model myself, I am able to truly understand and connect with the talent in the most personal way. I know exactly what they may feel and experience at each stage of their career, which allows me to prepare them for smooth and successful development. At the same time, my understanding of the market makes us the perfect ally for the agencies we collaborate with, our clients, and, of course, our talents.
From your experience as a model, what have you enjoyed most and least?
Being a model is a truly unique experience. It gives you the chance to meet incredibly creative, inspiring, and talented people from all over the world. One of the most exciting parts is working on productions where you become the visual extension of a brand’s creative vision. One day, you might be part of a classic, elegant concept; the next, you're shooting a high-energy sports campaign, and another day you find yourself walking in a runway show. You have to be a chameleon and adapt to each story. Whether it's a photoshoot or a fashion show, it's all about interpreting the concept and being part of something bigger, and seeing the final result is always incredibly rewarding. What I enjoyed the least, over time, was the challenge of finding balance between personal and professional life, especially when you're constantly on the move. The non-stop travelling makes it hard to stay grounded, but it also teaches you a lot about yourself.
Despite what it may seem due to its international impact, you are not based in Milan, Paris or London, but in Amsterdam. Besides its strategic location in the centre of Europe, what other advantages does operating from the capital of the Netherlands bring?
Amsterdam is home; it’s where I’m building my dream of creating a creative and promising space. Strategically, it’s a perfect midpoint in Europe, incredibly well connected to all the major fashion markets. You can reach Paris or London in just a few hours by train. But beyond the location, what truly makes Amsterdam special is its cultural mix. It’s a place where all kinds of cultures don’t just coexist; they blend, and that creates an amazing environment for scouting. So many unique faces come from here. Also, starting a project entirely on my own, without external investment, felt much more feasible in a city like Amsterdam. It’s not one of the “main” capitals of the industry yet, but it’s growing every year, and I love being part of that evolution.
Let's talk about Volks Productions Studio, with which you have worked together with Scuffers for the opening of their first store in Amsterdam, for instance, as well as coordinating fashion projects and editorials for many magazines. Could you tell us more about it? How many people are part of the Volks team, and how do you distribute the tasks?
As we mentioned earlier, the industry is constantly evolving, and sometimes it's hard to keep up, especially from a very corporate or rigid structure. More and more clients are coming to us asking for additional services like production, branding, communication, and public relations. Having gone through all sides of the industry ourselves gives us a deep understanding of how each area works and how changes impact the bigger picture. That’s what has led many clients to see us as a safe and creative space to shape their brand with a full 360-degree vision. And that’s how Volks Productions was born, almost naturally. My experience as a producer in several markets, combined with the knowledge I’ve gained throughout the industry, made it a natural step to launch a new department dedicated to these services. A great example is our ongoing collaboration with Scuffers, a major client from Spain, who has trusted us to develop pop-ups, activations, communication strategies, and PR campaigns in cities like Amsterdam, London, Berlin, and Milan. We have a dedicated department that handles all of this in a tailored and strategic way, supporting our clients throughout the entire process. Consultancy where we bring our insider perspective to the table and co-create solutions with them, and the results speak for themselves.
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And what are your goals for 2025? Where would you like to be in five years?
Our main goal moving forward is to continue building a safe, creative space where our clients, whether they’re talents or brands, can grow, express themselves, and maximise their visibility in a personal and strategic way. We want Volks Management and Volks Productions to evolve in parallel, supporting each other as complementary forces: one focused on developing and managing talent and the other on crafting and elevating brand identities. By leveraging our international network and strategic alliances, we are able to centralise the global visibility of our clients in a unique way, which is a rare offering within production agencies. This is especially valuable for digital-first brands that sell in multiple markets but require on-the-ground support, as each market operates differently. This is where our expertise comes in: offering consultancy services that help bridge the gap between global reach and local connection, allowing brands to connect strategically with local audiences and adapt their approach accordingly.
Our vision is to become a trusted hub, a place where people come not just to be managed or represented but to be understood, challenged, and elevated. We believe that by staying close, listening deeply, and adapting quickly, we can offer long-term value in an industry that’s always changing.
Our vision is to become a trusted hub, a place where people come not just to be managed or represented but to be understood, challenged, and elevated. We believe that by staying close, listening deeply, and adapting quickly, we can offer long-term value in an industry that’s always changing.
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