A Legacy in Motion: Marie-Josée and the Spirit Behind SPECS Model Management

Where careers can rise and fall in an instant, there are rare individuals whose presence not only withstands the test of time but also transforms the very fabric of the industry. Marie-Josée is one such force. A pioneer, a visionary, and the founder of SPECS, a Montreal-based agency that revolutionized Canadian fashion, Marie-Josée has spent over three decades shaping what beauty means, not just on the surface, but in spirit, identity, and purpose.

She didn’t set out to change the industry, at least not at first. Beginning her journey as a makeup artist in the early 1980s, Marie-Josée entered the world of fashion with a creative eye and an instinct for authenticity. But it was a deep sense of misrepresentation of voices not being heard and talent being overlooked that would ignite her mission to build something more meaningful. That mission became SPECS, which turns 35 this year, and stands today as a symbol of integrity, inclusivity, and fearless innovation in Canadian modeling.

In this intimate conversation with Models of Canada, Marie-Josée reflects on the defining moments that shaped her career, the seismic shifts brought on by the digital age, and the enduring values that continue to guide her work. With wisdom forged through resilience, she speaks candidly about ambition, compassion, and the ongoing fight for fairness in an industry that’s often anything but kind.

Her story is not just about fashion, it’s about vision, voice, and staying true to your "why" when everything around you is changing.

Models of Canada: Marie-Josée, 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?

Marie-Josée: I never intended or dreamed of working in fashion. I started working in fashion as makeup artist, and I was lucky to have been working in Montreal when the industry was opening up in the early 80s, and to eventually be represented by an agent. It was my own experience of feeling misrepresented that became the blueprint for SPECS, founded 35 years ago this year. SPECS was initially representing artists only: makeup /hair, stylist and photographers. I quickly added a runway modeling division a year after opening and eventually closed the artist’s services in 1994 concentrating on model representation ever since.

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?

Marie-Josée: Looking back at the modeling industry that I knew, it's clear to me that the most profound changes; the ones that completely changed and redefined every aspect of the business and everyone in it, came from the internet and the move to digital. This isn't just about new tools or platforms; it's about how social media alone has altered advertising, usage rates, and even the core tasks of models. It's transformed and added to both agents' and model’s responsibilities especially as they now have to navigate the demands of being content creators and masters of self-tapes on top of showing up to do the work.

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?

Marie-Josée: I learned so much, especially about myself, what I was truly capable of accomplishing. I learned to trust my instincts, to listen to that inner voice, and most importantly to be an agent of change by fighting for what I believed in. I've always held that trust isn't given, it's earned, that true beauty radiates from within, and that for a model to succeed they need to understand how the industry works and leverage it, rather than being used by it.

I also came to realize that not all the potential I see in someone will come to fruition; the individual, the model, has to want it even more than I do. And perhaps the hardest lesson, one I'm still working on every day, is not to take anything personally.

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?

Marie-Josée: I haven't always felt motivated, especially during those really challenging times. But one thing's for sure: I've always been someone who takes a stand and then puts myself into action, building resilience along the way. After all these years, I've come to truly believe that every crisis holds an opportunity for learning, for growth, and for creation. Ultimately, change always ends up being for the better!

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?

Marie-Josée: When I first started out, I made a decision that I was going to close down the agency for the last two weeks of July. Here in Montreal, that's "construction holiday" time, and I honestly got so much flack for it. People just didn't get it. But for me, it was clear early on that if I didn't set boundaries and take time for myself, I'd completely burn out and lose sight of who I was. That's exactly why I went freelance in the first place – so I could build a life and a career that genuinely worked for me.

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?

Marie-Josée: The biggest challenge I've faced in my career has been staying true to me, my ideals and core values. Through all the hardships, profound disappointments, and even the successes of my business, my goal has always been to make sure that I stayed true to myself, my why and the values I founded the agency on and that make me a good person, a good human, and a good agent.

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?

Marie-Josée: SPECS was promoting diversity and inclusivity from the very beginning, because unlike most great agents, I was looking at all the new candidates with the eyes of the makeup artist, the eyes of what was possible rather than criticism. And if we really want to see lasting changes in our industry, it will need to come from all sides, not only from within our industry but also from outside of it. It needs to become a value that our society decides make priority. I am optimistic on that front!

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?

Marie-Josée: A few years ago, I decided to hire some of our models to work within the agency either to assist me, work our social media handles or to help develop our new faces. This proved to be one of my best decisions ever and I’ve truly enjoyed working with them over the years because they are on the actual field so that by sharing their experiences and knowledge. They can help SPECS improve our services and by working directly with the agents, while also learning how the business really works and what the agency actually does on a day to day basis. It’s proven to be an eye opener for all of them and they all feel they became better models.

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?

Marie-Josée: The one big change I deeply wish for, for all Canadian aspiring or established models… is the establishment of an organization that governs, supports, and protects them, similar to the Model Alliance in NY. I've simply seen too many instances where such a body would have made a crucial difference in many ways for many models.

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?

Marie-Josée: I'm genuinely hopeful, and I'm really counting on the younger generations to forge a better industry. I believe they'll achieve this by elevating overall working standards, pushing for stronger work ethics, and insisting on crucial changes like 30-day payment terms so models get paid more quickly, hence crating less of a depedent system.

Beyond that, I'm also optimistic that Canadians will continue to rally around our local fashion and beauty brands, just as we've seen in recent months. Because, ultimately, when our economy is stronger, the entire industry will thrive.

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?

Marie-Josée: I've been fortunate enough to have significant media coverage throughout my career as an agent, whether through numerous TV, radio, or press interviews, or as a guest speaker. This widespread exposure allowed me to convey my broader messages, not just promote the agency's visual work. I truly believe that agencies need to be far more transparent, and as key players in this industry, we should demand greater clarity so everyone knows exactly who they're working and signing with. This approach has enabled SPECS to build an incredible reputation and gain significant notoriety.

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?

Marie-Josée: For anyone aspiring to carve out a career in the fashion industry - whether as an agent, a model, or in any other role… you absolutely must be clear on your "Why" and to research thoroughly what that truly entails. This industry, while captivating, is anything but kind, so ensure you possess a good base of self-esteem and some self confidence from the outset. Learn to trust yourself and don't hesitate to invest in your own growth and your professional tools. Learn and cultivate vital soft skills that are often overlooked but incredibly important, such as strong communication, collaboration, problem-solving, adaptability, patience, and resilience, because fashion is a fast-paced, highly collaborative environment.

Ultimately, trust your intuition, and make sure you surround yourself with people who not only recognize your full potential but are genuinely willing to dedicate their time and effort to help nurture it. Cultivate gratitude for everyone you meet on your journey and for all of your experiences!

I wish you all the very best!

Written by: Models of Canada

More details about SPECS MODEL MANAGEMENT can be found here

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