ANTI-FACTORY.
The industry is crowded.
We are the quiet room.
"When I founded Naath, I was driven by a singular vision. The industry had become a factory, churning through faces without regard for the individual artistry each model brings."
"At Naath, we operate differently. Every model in our roster is not just a booking; they are a collaboration. We work hand-in-hand to develop their unique aesthetic, refine their craft, and strategically position them in markets that will honor their distinct beauty."
"In a world of noise, we choose to be the quiet room where excellence is crafted, not manufactured."
What Naath Means
“Naath” ; means people. The name was chosen intentionally to reflect the agency’s deeper purpose: uplifting, protecting, and representing our people on a larger global scale. We are a people’s agency — for the people, with the people, and built to create pathways for the next generation of African talent. At its core, Naath exists to ensure our people are not only seen globally, but supported, empowered, and developed with intention. At Naath, we operate differently. Every model on our roster is not simply a booking; they are a collaboration. We work hand-in-hand to develop their unique aesthetic, refine their craft, and strategically position them in markets that will honour their individuality, longevity, and potential.”
About the Founder
Founded by Nyagua Ruea in 2019, the vision for Naath began more than seven years ago when Nyagua was just 17 years old. While beginning her own journey within the fashion industry, she recognised the lack of structure, guidance, and protection available to many African models entering the global market. Although the concept for Naath already existed, she understood that true leadership required firsthand experience and intentionally chose to spend years learning the industry from the inside before officially launching the agency in 2025.
Raised in Kenya and working internationally since her teenage years, Nyagua has built a globally recognised modeling career, appearing in British Vogue, international editorials, and campaigns for leading luxury fashion houses including Alexander McQueen, Dolce & Gabbana, and Victoria’s Secret. She has walked for brands including Saint Laurent, Valentino, Mugler, Schiaparelli, Givenchy, Hermès, Chloé, Moschino, and Balmain.
Her work has appeared on billboards internationally, including Times Square, and she has been recognised among the industry’s Top 50 Models while also receiving a Models.com Model of the Year nomination.
Over the years, Nyagua focused on building her own international career firsthand — navigating castings, placements, contracts, fashion weeks, campaigns, and global markets. That experience became the foundation upon which Naath was built.
After years of working internationally, she officially launched Naath with a long-term vision: to build sustainable infrastructure for African talent while creating safer, more strategic pathways into the global fashion industry.
As the founder of South Sudan’s first modeling agency, her mission is to ensure African talent is not only visible globally, but protected, empowered, and developed with intention.
The Process
Discovery
Finding the unique. We scout for faces that tell stories, not just fill frames. We look for the anomaly.
Development
Polishing the diamond. Walking, posing, portfolio curation. We build the foundation before the launch.
Placement
Strategic introduction to the world's top markets. New York. Paris. Milan. We place our models where they will be seen.