From Obstacles to Opportunity: Kristina’s Purpose-Driven Journey with STRAY Model Management
Some stories don’t need to be loud to leave a lasting impact. They speak through truth, resilience, and quiet determination unfolding in a way that draws you in, one meaningful step at a time. This is the story of Kristina, founder of STRAY, whose journey through the fashion world is as inspiring as it is grounded in purpose.
In this Models of Canada interview, Kristina invites us into her world from her early days flipping through magazines in Saskatchewan to building a full-service agency that champions emerging talent on a national and global stage. What began with a passion for styling has evolved into a mission: to open doors for others, especially those who’ve long felt on the outside of an industry that so often values image over substance.
But Kristina’s story isn’t just about success. It’s about the courage to keep going in the face of rejection, the discipline to show up even on the hardest days, and the clarity to build something meaningful, not for attention, but for impact. She reminds us that “no” is not the end, but a step on the way to “yes,” and that true leadership often begins with being misunderstood.
This interview is a reflection of the heart behind STRAY, and the woman who dared to believe that a small agency on the Prairies could make a difference… and did. Through Kristina’s words, may you find comfort, courage, and the gentle push to keep going, no matter where you are on your own path.
Models of Canada: Kristina, 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?
Kristina: When I started in the industry, my goal was to become a stylist. I remember, way back, before online shopping made its debut, spending hours flipping through catalogs – realizing for the first time that what I wore and the unique combinations I could put together was an incredible way to express individuality.
Growing up in Saskatchewan, the fashion industry felt so far removed, like a far-off dreamland that was nearly unreachable. I collected J14 and then Teen Vogue and eventually publications like Fashion, Elle and Vogue became my guide.
It wasn’t until graduating high school that I realized that fashion could be a career path. With the internet in full force, and the world seemingly at my fingertips, I found a Fashion and Applied arts college in Vancouver and vowed to make it work. Being 18 with nothing to lose, I moved West and dove in head first.
On my first day of school I realized, this was exactly where I was supposed to be. I was surrounded by eccentric creatives who all shared a love for fearless self-expression. Of course, my favorite class was styling. We began working on directing our own photo shoots from vision to final product and this is where it all clicked – my favourite part of all, was finding the perfect model to carry the concept.
As my work became more refined, my styling professor became my mentor in the industry. He mentioned my name and showed my work to industry heavyweights whenever the opportunity presented itself. Soon enough, through word of mouth, I was offered a model scouting internship at a Vancouver based agency.
At the time, I was interning at an independent fashion publication, working as a visual merchandiser at a multi-national retailer and developing my vintage/secondhand clothing brand that was selling on Etsy and ASOS marketplace. Everything was chaos, as the fashion industry is, but this scouting internship made it all come into a laser focus. I knew that talent management was it for me.
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?
Kristina: Among the many lessons I’ve learned in my 10+ years in this industry, one in particular stands out, and still informs my process to this day. Anyone who has been a part of this industry knows that rejection is a part of the game. I remember a time when each “no” felt like a punch in the gut. There I was, an excited young fashion kid putting myself out there, completely vulnerable with nothing but a dream, and the “no’s” just kept piling up. “Not quite right for us”, “Your portfolio isn’t exactly what we’re looking for right now”, “Thank you for your submission however we’ve decided to take a different direction on this project”.
To be young and have big dreams can be a deeply emotional experience. When it seems like nothing is coming of your efforts, the easy decision is to give up when the rejection becomes more painful to bear than the discomfort of pushing through those boundaries.
Instead of continuing to ride the emotional rollercoaster I decided to do the work to shift my mindset and I now consider myself a “no” collector. This approach is infused in my work as an agent - at some point, everyone I represent will hear me say, ‘we either win or we learn’.
New faces hear no, seasoned pros hear no, and I want the talent I work alongside to know on a deep level that I’ve been there and I understand feeling like the odds are stacked against you. “No” is proof that you’re trying. And, when I finally got the yes that changed it all, I didn’t suddenly become immune to rejection. There were more “no’s” around every corner, in fact I think there are a few in my inbox as I type this.
My mission is to inspire the next generation to keep going in the face of adversity, to collect those no’s and keep it moving. When the yes comes, you’ll see that the true meaning of success isn’t worldly wealth, fame, and fortune or some Instagram engagement, it’s in the spiritual journey – trusting your intuition and moving fearlessly toward your vision for the future. The yes becomes a byproduct of your discipline and determination.
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?
Kristina: Motivation can get you started, but discipline will be what drives the follow through when motivation wanes. Getting up each day and pushing through setbacks takes discipline. There have been many days I’ve been completely burnt out, exhausted, distracted, with my focus in way too many directions. When you want to do it the least is when you absolutely must do it – this is a practice in beginning to believe the promises you keep to yourself. When you can really believe that you’ll do what you say you’re going to do, self-esteem and self-worth soars.
At the roots of the discipline I’ve been able to achieve is my “why”. Big dreams require big purpose. Something bigger than the dream, something bigger than you, that becomes a non- negotiable. My “why” or my purpose is opening doors for the next generation – to create meaningful relationships and act as a vehicle for others to realize their greatest potential.
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?
Kristina: Diversity is not a trend or a marketing tool— it is, and always has been, an integral part of the fabric of our societies. Recognizing this means moving beyond surface-level representation and toward a more meaningful, sustained commitment to equity and inclusion.
In my experience, organizations that most prominently spotlight diversity in their branding are not always the ones most deeply engaged in the work itself. Often, those making the greatest impact do so quietly—invested in grassroots efforts, community engagement, and systemic change rather than public recognition.
I’ve witnessed models and talent entering spaces where they’ve felt the need to justify their presence—environments not designed to fully support or affirm them. When diversity and inclusion are positioned primarily as commercial strategies rather than core values, it risks reinforcing the very inequities we aim to dismantle.
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?
Kristina: STRAY wouldn’t be what it is today without the creative community of Saskatchewan. I opened STRAY in Saskatoon in 2016 – it was just me and my laptop in a small studio on 3 RD avenue downtown. I started meeting with models, connecting with photographers and soon had this vibrant group of incredibly talented humans coming together to build something beautiful.
Reginald Sankey (fashion designer/makeup artist), Alan Yuen(photographer) and Serena Liu (photographer) were champions of the agency from the beginning – their boundless creativity is embedded in the DNA of STRAY.
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?
Kristina: STRAY did not come from a large market – we started as a small agency on the Prairies. For the first 4 years, we operated strictly in Saskatchewan until one day I got a call, out of the blue, from a Montreal area code. A very passionate agent on the other end of the line, expressing interest in one of our newly scouted models. Now, this agent didn’t ask, they told me that they’d be the ones representing this model in Canada. I was awestruck by their confidence and figured they surely knew what they were talking about – this model was placed in Montreal by the end of that week.
Our first placement changed my outlook entirely. Watching these seasoned agents work so efficiently with such confidence, I took note of the processes, step by step – learned the vocabulary – shortly after this another model was placed in Montreal. Bringing unexpected talent to the larger markets became my mission. We pivoted from solely working with local clients to developing and placing talent in Montreal and Toronto and eventually internationally.
I had the opportunity to learn from the best in Canada, working closely with agencies who were booking the jobs I had only ever dreamed of. After a few years of operating solely as a mother agency, my entrepreneurial spirit intensified and the question arose – if they can do it, why can’t I? The question kept coming up, repeatedly, louder each time until I could no longer ignore it. If I wanted to, I would.
The fear of failure was palpable – the question turned to “what if it doesn’t work”, “what if I’m just not good enough”. I expressed my desire to operate as a full-service agency to a couple close associates and was told “It’s not for everyone, you know, there are many great mother agencies who have really made a name for themselves”. This advice had the opposite of the intended effect and it solidified my decision to restructure my operations.
I went to work, sending cold email after cold email, introducing myself and the agency, scouring the internet and social media for contacts – ready to act on any opportunity that may present itself. Within a month, we had a Montreal based client inquiring about a direct booking for a model from Saskatoon. To the clients, photographers and creatives in Montreal and Toronto who gave us their trust, and took a chance on the small agency from the middle of nowhere, thank you. You have changed our lives in ways you aren’t even aware of. We are so grateful.
To find myself now, in a position to be celebrated amongst those I’ve learned from along the way feels unreal.
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?
Kristina: Consistency is key. You must continue to show up, pivot, fail, succeed, and then do it all over again for days, weeks, months on end. In the beginning of any entrepreneurial journey, work life balance is nearly impossible. You may find yourself working part time to fund your vision, working on your project after hours, and it can be exhausting. Through those first few years of getting your foundations built, rest should be prioritized so that you can show up ready to face any situation that may arise. Your total wellbeing is ultimately what will give you the strength to show up, day after day.
Work in the fashion industry comes in waves, sometimes it’s slow – sometimes it’s chaos. Rather than spending the downtime stressing about a lack of work, take the opportunity to sharpen your skills by reading books, taking courses or listening to podcasts. Focus in on a weak spot in your process and do what you need to do to find the answer for the problem. When things are busy and hectic, the focus needs to be on the immediate needs rather than the big picture, and the weak links get ignored. Often when you have the time and capacity to fix the one overarching issue that seems impossible to solve, everything else falls into place and all the small nagging issues resolve themselves.
Written by: Models of Canada
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