Our Journey
Founded in 2010 on the vibrant waterfront of La Mer in Jumeirah 1, Serenity Models was born from Elena Montoya's vision to create a Dubai talent agency that embodies the energy, elegance, and creative spirit of the Emirates. From our base in Jumeirah, a short walk from the beachfront, we built an agency rooted in the culture of the Gulf yet fluent in the language of international fashion.
What began as a boutique agency representing just twelve models has grown into one of the UAE's most respected talent management firms. We remain committed to our founding principles: discover extraordinary talent, nurture their growth, and connect them with brands that share our passion for authenticity. Over fifteen years we have placed talent on the runways of Dubai Fashion Week, in campaigns shot across Downtown Dubai and Alserkal Avenue, and on the covers of regional editorial titles.
Our Gulf roots influence everything we do. We believe in a collaborative approach where models are partners, not products. This philosophy has attracted both emerging faces discovered at our quarterly Dubai casting calls and established names who value the personal touch that sets Serenity apart. Our scouting team works across the UAE, the wider GCC, and Europe to assemble a roster as diverse as the city we call home.
Today, we represent over 200 models across all categories — editorial, runway, commercial, bridal, and digital — and have partnered with more than 50 leading brands, from luxury fashion houses to innovative homegrown startups. Our Dubai headquarters on La Mer South serves as a creative hub where talent, clients, photographers, and stylists come together to create work that travels far beyond the Emirates.
Compliance and care matter as much as creativity. Every booking is governed by a clear contract, transparent usage rights, and full professional liability cover, and our talent receives ongoing coaching in posing, catwalk technique, and on-set conduct. It is this blend of Arabian warmth, professional rigour, and global ambition that keeps Dubai's brands returning to Serenity Models year after year.
