As the woman who discovered Kate Moss and countless other top models, Sarah Doukas, and her modelling agency Storm, has had significant impact on the fashion industry.
Having modelled herself in the 1970s, Doukas became a model booker in the 1980s. In 1987, with the backing of Virgin billionaire Richard Branson, Doukas set up her own modelling agency. Storm has since become regarded as one the top global modelling agencies and renowned as a UK market leader.
Doukas is herself renowned as a modelling agent willing to take a chance on individuals that defy conventional modelling attributes, such as the infamously short Kate Moss and Cara Delevingne .
Doukas has gone on record rallying against the negative aspects of her industry, lamenting the lack of real diversity and the youth of some models. As an agency Storm refuses to send its models abroad until they are at least 16. “To go off to do the shows at 16 — New York, Milan, Paris — the craziness of it all is so much I don't know how someone aged 21 does it, let alone aged 16. London is easier: we are a lot softer here and people are more caring, in my opinion. But when the Russian scouts send out girls aged 14 to do the shows; as a parent I think it's just not on."
In addition to Kate Moss, Doukas’ books feature Cara Delevingne, Cindy Crawford, Lindsey Wixon, Sui He , Jourdan Dunn , Anna Ewers , Andreja Pejic, Anna Selezneva, Bianca Balti, Behati Prinsloo, Carla Bruni, Grace Bol, Lily Donaldson and Toni Garn. The agency normally has approximately 400 models on its books at any one time.
The agency has also diversified to include “Storm Artists,” which include Julianne Moore, Hayley Atwell, Queens of Noize, Paolo Nutini, Monica Bellucci and Michel Bublé, among many others, and "Storm Creative," championing UK-based talent such as Gal-Dem's Liv Little and poet Lily Ashley.
Doukas runs Storm with her brother, who she described to The Independent as “an academic with a photographic memory.” Her daughter is also employed by the agency. Doukas continues to be committed to finding new modelling talent and never leaves the house without a camera, “so I can photograph new wannabes when I am out and about.”
Doukas told The Daily Telegraph, "I love watching people; young, old, anyone. And while I don't think about modelling morning noon and night, it doesn't matter where I am — if that face is there, I will spot it."