“We just wanted to find something from the core of Egypt, and UNN is a Nubian word. It also means rebirth, which resonates with us both on our personal journeys and also with what we're trying to do-giving birth to a new concept in Egypt.”
Words by Sandy Aziz. Portrait by Edwin S Freyer.
Meet Iman and Yousra Eldeeb, founder and managing director of UNN Model Management. This dynamic sister duo has embedded the very essence of Egypt into their agency, which they describe not just as an agency but rather a “movement.” This movement truly embodies the extraordinary qualities of these women, reflecting their experiences and their dedication to giving back through empowerment, education, community and celebration.
In kick-starting this movement, the sisters agree, “We were both reborn in our own ways.” Iman always knew what she was going to do and found herself when she moved to Milan at 18 to study for a Bachelor’s in Fashion Design and Styling. Meanwhile, Yousra, a “chameleon” who adapted wherever she went, headed to California to work in tech at Snapchat, a year after Iman left for Milan. However, in leaving Egypt, both sisters ultimately found their way back home. When Iman was set to go to the UK and Yousra was planning to stay in the US, things did not go as planned. Arguably, it worked out for the better, leading to the founding of UNN Model Management. “We [realised we] had the privilege to create change, and that became the purpose,” says Iman.
Starting Egypt’s first modelling agency was no easy feat; it required (and continues to require) a combination of pragmatism and passion. However, the foundation of this enduring legacy lies in the duo’s people-centred approach. “If we were solely money-driven, or if we were chasing brands, what happens when you achieve that? What will make this last after we are gone? Since our passion is driven by people, that is what makes every day a new day,” says Yousra.
Their commitment to people is evident in the care they pour into the company, stemming from Iman’s firsthand modelling experiences abroad. A crucial aspect of the agency is model development, which includes mentoring and workshops. These workshops go beyond industry education; they also incorporate a psychology component. Iman explains, “being in the fashion industry means you need to be limitless” when working with people because this industry is “craving creativity all the time.” Regarding the fashion industry, there is an interesting dichotomy between inside (Egypt) and the outside. While fashion in Egypt is emerging, it holds a bold position globally. This adds another layer of complexity in navigating relationships with the models and their families.
Growing up in Egypt is integral to this discussion because, much like a place with layers of history, it encompasses layers of culture, socioeconomic dynamics, and of course, politics. Their upbringing in Egypt significantly influences their approach at UNN. “I think we are really lucky because our parents are relatively progressive,” begins Yousra. Iman interjects, “I would say more supportive than progressive because they didn't have a lot of things we have.” The sisters agree that their household education impacts how they handle various situations, which they now apply when communicating with families during model scouting. “We need to educate them and give them the platform to show [they] can communicate with us,” explains Iman, continuing, “because ultimately, since modelling in Egypt is relatively new, we need to start from the core.”
Like any movement, there are external obstacles that can hinder progress. “We have lost a lot of big jobs because of the documents,” says Yousra; “this is the frustrating part.” To overcome these challenges, the duo consistently works and communicates with relevant authorities globally to promote Egyptian representation into new territories. When they do manage to break these administrative barriers, Iman says, “these are the real highlights – getting the model [on] the flight when everything is signed off or when the model passes border control successfully.”
In terms of what is next, UNN has been working on expanding its operations to include a studio. “This studio is the first step to creating a foundation for managing creatives and being able to send them abroad,” says Yousra. Above all, the Egyptian creative industry has so much to offer, and Iman and Yousra Eldeeb want to continue to drive it forward, empowering the creatives within it, and leaving a lasting legacy with this movement.
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