Agent Initiative - “Canada Edition”: Spotlight on Greg, Founder of Loved Management

PHOTO BY GREG HEWITT

As part of the Canada Agent Initiative, The Models of Canada is proud to spotlight agents across the country who are reshaping the modeling industry from the inside out. This week, we’re thrilled to feature Greg, the visionary founder of Loved Management, a Toronto-based agency that's rewriting the rules of representation in fashion.

Founded in 2024 after a decade of global model management, Greg launched Loved Management to fill a glaring gap in the industry: the need for authentic, inclusive representation. His mission is simple yet powerful - uplift every model by honouring their unique identity, whether in race, body type, or gender expression. Greg leads with love, crafting personalized strategies that foster not just visibility, but longevity in the fashion world.

With a commitment to Equity, Diversity, and Inclusion at its core, Loved Management has already helped a broad spectrum of talent break barriers, land major brand campaigns, walk international runways, and appear in leading fashion editorials.

As Greg says, “The mandate of Loved Management is to create a space where everyone can feel loved.”

Models of Canada: Can you take us back to the moment you decided to pursue a career in the fashion industry? What was that defining moment for you?

Greg: It was a bit of a process. I interned at an agency while I was in college, Model Agent was never on my radar before that. It didn’t take long to realize that I loved this part of the industry. 

Models of Canada: The fashion industry has seen a lot of changes over the years. From your perspective, how has the landscape of modeling and fashion shifted, especially in Canada?

Greg: Canada has shifted a bit ahead of the curve in some of my favourite ways. We were representing models of the full spectrum of sizing, race, and gender before a lot of the major markets. It allowed us to develop models here and push for change elsewhere.

There is still tons of work to do, but with the help of organizations like The Model Alliance, and allies calling things out, many more workplace protections have been put in place for models.

Models of Canada: What are some of the most important lessons you’ve learned in your journey within the fashion world, and how have those lessons shaped your approach to working with models today?

Greg: Anything can be a platform to make change if you’re willing to do the work. When it comes to managing models, you don’t need to look at each person that you scout as someone you can I make them fit into this industry, but as someone you can make this industry fit.

Models of Canada: As a leading agent, what motivates you every day to keep pushing forward, even when facing challenges or setbacks in the industry?

Greg: It can be hard when you have goals in mind for the individual models, and for your business. There are so many uncontrollable variables. You have to keep rolling with the punches, and changing your plans.

Models of Canada: The fashion industry can sometimes be seen as cutthroat and highly competitive. How do you maintain a balance between ambition and compassion when managing your models and your team?

Greg: It is completely cutthroat and competitive, but as an agent, you don't have to play along. When you truly love what you do, you focus on the work itself, and the people you are representing.

I make a point to lead with positivity, and celebrate not only the victories of the models I represent, but also everyone else around me, both friend and competetor.

Models of Canada: What are some of the biggest challenges you’ve encountered in your career, and how have you overcome them while still staying true to your values and vision for Canadian fashion?

Greg: Some of the biggest challenges are the parts seen as negativity in this industry, there are definitely some bullies, and negativity, it can be hard to not put up a wall. I live with a philosophy that I would rather get hurt, than than miss out on something great.

I have also been lucky enough to have some mentors who trusted my instincts even when they didn’t agree with my decisions initially.

Models of Canada: What role do you believe diversity and inclusivity should play in the future of fashion, and how are you actively fostering that change within the models you represent and the industry as a whole?

Greg: Diversity and Inclusion should play a major role in Canadian fashion, and more importantly, Equity. We need to make space for everyone, and not treat models’ Ethnicities, Gender, or Body Type like such a commodity. I’ve heard “We already have one” far too often. A beautiful model, is a beautiful model.

Models of Canada: Behind every successful individual is a supportive team. Can you share who is on your team and what qualities you look for in the people you work with?

Greg: I have been lucky enough to make some amazing friends and Mentors in this industry. Andrea Evans at Cadre pulled me in for my first agency job and still is there, like a big sister when I need advice. Adele at Together Management is also like family, and has been a major sounding board, pretty much every day. Dayna Houston at Hous Management, and I share a lot of resources as we both build our own Mother Agencies. Rachel Payne and Austin Rubino at New York Models, and Ebony Simmons at Next Miami really gave me a leg up in this industry with their advice and friendship. And Lastly, Jessica Gregory, who is one of the most fearless women I know, has been so on the same page with the change she wants to make in this industry.

Models of Canada: If there’s one change you could make to improve the fashion industry in Canada, what would it be and why? How do you believe it would shape the future of the industry?

Greg: Kindness is something that can always go further, I would love for this industry to find that. At the end of the day, we all want our models to do well, and we have a common goal. There is room for everyone.

Models of Canada: In your opinion, where do you see the Canadian fashion industry heading in the next 5 to 10 years? What trends do you think will define its evolution, and how will models and agents be adapting to that shift?

Greg: I’m optimistic about more change happening over the next decade. There is so much more room for equitable visibility. We as agents just need to take chances, and push for what we believe in, even if it goes against the model mold that we have been given.

Models of Canada: Has there ever been something you’ve wanted to share with the public about your role in fashion, your models, or the industry itself that you feel has been misunderstood or under appreciated?

Greg: The thing I love most about this job, is finding someone who didn’t even know they could be a model, and then watching them go and have all of these amazing experiences.

Models of Canada: For those aspiring to follow in your footsteps, whether they want to become a top model, agent, or industry professional… What advice would you give them that goes beyond just technical skills, but rather focuses on their mindset and personal growth?

Greg: To be a top agent, you need to love the work. It’s not about us, it’s about the models. You need to listen to the people who came before you, there is so much to learn from, and even if you want to change the industry, you need to know where it came from, to know where its going.

Also, believe in yourself and trust your instincts, we all have really great intuition, we just need to learn to listen to it.

Written by: Models of Canada

More details about LOVED MANAGEMENT can be found here