Güerxs Agency

María Osado founded the modelling agency Güerxs in 2016 to celebrate the diversity of faces in her native Mexico.

Osado was aware of Eurocentric beauty standards commonly featured in fashion advertisements in and around the city. She began casting people from the streets and working with mainstream brands.

The success of her agency demonstrates that local models with deep cultural roots have as much beauty and charisma, as well as potential and earning power, as the faces usually seen in mainstream fashion.