Mission

Our mission

DMAA was established to give Danish model agencies a stronger collective voice and to create a common platform for the issues that affect our industry, our clients and the models we represent.

We believe a strong model industry depends on professionalism, transparency and fair working conditions. Our role is to bring agencies together around shared standards and to help create greater clarity in areas such as model rights, image usage, contracts, working conditions and responsible business practices.

Technology is changing the industry rapidly. Artificial intelligence is therefore an important part of our work. DMAA supports innovation, but believes that the use of a model’s image, identity or likeness must always be based on transparency, consent and respect for the individual’s rights. We work to ensure that new technology strengthens the creative industry rather than undermines the people whose work it is built upon.

DMAA also works to strengthen dialogue between model agencies, clients, brands, authorities and other relevant organisations. Where the industry faces common challenges, we believe they are best addressed collectively and constructively.

Our ambition is to contribute to a Danish model industry that is professional, competitive and sustainable, while ensuring that models are treated fairly and that agencies and clients operate within clear and responsible frameworks.

Together, we want to build a stronger industry for the future.