R&Co

An international commercial project for the American professional hair cosmetics brand R+Co. MADE OF was responsible for the local casting in Kazakhstan: the models were selected based on their facial features, silhouette, body composition, and personal style.

Face, silhouette, body composition, and personal style—four requirements at once, and this significantly narrows the search. Usually, two are enough; here, the person must match all of them, because the brand focuses on appearance, and any discrepancy is obvious.

Personal style is the only one of the four that can't be worn on a shoot. It's either found in a person or not, and it can't be replaced with a suit.