Joy Livia, 24, is a fashion and personal stylist, personal shopper and the founder of the international modelling agency, 4WHO Model Management.
With over six years of experience in the fashion industry, Joy’s journey began in London and has since expanded to Paris, Milan and Berlin, where she is currently based. Her passion for fashion, distinct approach to styling and growing expertise in casting have helped her make a mark in the industry.
In 2025, she furthered her career by debuting as a casting director for Haderlump’s “SOLIVAGANT” collection at the Berlin AW25 Show, marking a significant milestone in her career.
Joy Livia
Q: Hi Joy, it’s wonderful to have you here today! Can you tell us a bit about your journey in fashion and how it all began?
It’s a pleasure to be here! I started my fashion career over six years ago in London, where I began as a stylist. At 19, I moved there straight after finishing school because I love taking on challenges. The city was full of energy and I was able to develop my craft by working with incredible designers and creatives. Over time, I transitioned to working internationally and have had the pleasure of styling clients in Paris, Milan and Berlin. In 2024, I took the leap to start my own modelling agency, 4WHO Model Management and I’m also a personal shopper and stylist for a Berlin based company. Fashion is my world and I love every aspect of it!
Q: Your work spans a variety of roles – from styling to modelling agency management. How do you balance all of these different aspects
It’s definitely a lot to manage, but I’m passionate about everything I do. My approach is all about organisation and prioritisation. When you truly love what you do, it doesn’t feel like work. I make sure to allocate time to each aspect of my career, whether it’s styling a photoshoot, managing the models at 4WHO or curating a personal shopping experience. It’s important to me to stay hands-on with everything because it keeps me connected to all areas of the industry.
Q: You’ve recently made your debut as a casting director for Haderlump’s “SOLIVAGANT” collection at the Berlin AW25 Show. What was that experience like for you?
It was a truly rewarding experience and a huge milestone in my career. I’ve always admired the work of Haderlump and being able to cast for their “SOLIVAGANT” collection is an absolute honour. The process was exciting, from selecting the right models to bringing the designer’s vision to life. Choosing the cast for a show is not something small, the team is relying on you, as we all put major thought into our work and art. People are storytellers and in a collection, they are one of the major missing pieces. It’s incredible to put everything together and see how the vision comes to life. This experience allowed me to expand my expertise beyond styling and agency management and it’s something I’ll cherish for a long time.
Q: Can you tell us about the vision behind 4WHO Model Management and what sets it apart from other agencies?
4WHO is all about embracing authenticity and individuality. I currently work with Europe-based models, focusing on personality, story and energy, not just the look. Our hands-on approach ensures every model has the support and guidance they need for their career. What sets 4WHO apart is our focus on quality over quantity and our dedication to nurturing talent.
I founded 4WHO after three years of full-time modelling, gaining invaluable experience. While modelling, I met incredible people and always felt the need to help others. People often asked why I didn’t start my own agency and after making sure I had the right capacity, I took the leap last year. 4WHO is a boutique agency where my models are always heard and I provide a personalised, supportive experience to help them succeed in the industry. It’s very important that my models have support and people they can trust in this industry, as it can sometimes feel quite lonely. I’m proud to have created that with 4WHO and am excited about what the future holds, watching my models shine.
Q: Fashion is constantly evolving. How do you stay ahead of the trends while maintaining your unique style?
Staying ahead of trends is definitely part of the job, but it’s also about staying true to yourself. I draw inspiration from a variety of places – street style, art, music, nature and of course, my own experiences. I think the key is to mix contemporary trends with a personal touch to create something fresh and innovative. Fashion is an ever-changing industry, but I believe it’s important to keep your own identity within it.
Q: What can we expect from you in the near future? Any exciting projects in the works?
I do have projects coming up that I’m excited about, but I can’t answer that question fully right now as I believe everything happens for a reason. There are good and bad things, such as rejections – I like to think of rejections as relocating. I’m excited because everything is a lesson that prepares you for your big success. Maybe ask me in a year again to look back on the year 2025.
Q: Finally, where can our readers find you and learn more about your work?
You can find me on my website at www.joylivia.com and www.4whomanagement.com, a well as on Instagram at @joylivia and @4whomanagement. I’m always sharing my latest work, projects and styling tips on my social media, so feel free to connect!
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