JAMEL WEARS– GLASSES £295 CUTLER AND GROSS – JACKET £699 MCQ ALEXANDER MCQUEEN AT HARRODS– HOODIE £70 RUSSELL ATHLETIC– JEANS £145 BLK DNM

JEREMY WEARS– JACKET £210 CARHARTT WIP– SWEATER £32 TOPMAN– BACKPACK £40 WESC– JEANS £98 ALLSAINTS

DYLAN WEARS– HAT £25 STARTER– COAT £299 SPIEWAK– SWEATER £510 CALVIN KLEIN COLLECTION– SWEATPANTS £110 HACKETT AT HARRODS

BOYD WEARS– JACKET £105 LEVI’S– HENLEY £59 FLYING HORSE– SHIRT (AROUND WAIST) £80 AIGLE– JEANS £300 7 FOR ALL MANKIND X HTC

#Justanorm are a London-based posse of models-slash-creatives set on world domination through smart personal branding. Follow their

lead to take the reins in your career

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Photography HARRIET TURNEYStyling ERIC DOWN

Words DELPHINE CHUI

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– Feature SlugYoung Guns –

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ven if you haven’t heard of #justanorm, you’ve probably seen them – in adverts for Alexander McQueen and Zara, or on the streamed catwalks of Milan. But these aren’t the overprivileged offspring of celebs like some models; they’ve worked their way up from humble beginnings. True, they’ve had some luck in the genetic lottery, and in others too: model Dylan Williams was scouted on his way to work at River Island (he previously fronted one of the brand’s campaigns). But now #justanorm have an opportunity, they’re seizing it. “If I’m not modelling, I’m in the studio making tracks, brainstorming and setting up meetings,” says Jamel Gordon-Lynch. This guidance from the young guns will get you ahead in any industry. Saddle up: you’re going places.

As black models from similar backgrounds, the #justanorm crew formed a collective to turn their minority into a majority. “It’s important to surround yourself with people who share the same goals as you,” says Gordon-Lynch. “But you can learn a lot from working with people who think differently from you too.” Paul Armstrong, founder of Here/Forth, which advises businesses on how to use emerging technologies, agrees: “Don’t fear confrontation – learn from it. As Michael Dell, CEO of Dell Inc, said, if you’re the smartest person in the room, invite smarter people or find a different room.” As for handling inevitable conflict, Armstrong advises using phrases such as ‘Help me understand’. They’ll elicit better responses than ‘Well, why not?’

“Social media gives you a free platform to showcase your talent to a worldwide audience; it’s changed the game,” says Gordon-Lynch. “You never know where a picture or tweet may end up,” adds Williams. That’s why Jay Baer, author of Youtility: Why Smart Marketing Is About Help Not Hype, recommends investing in your profile photo as you would an interview suit: “Get a close-up taken by a good photographer.” And whatever you have to say, say it with images and text: “Pictures dominate social media.” As for that all-important bio, keep it to 30 words using Baer’s formula: Work + Personal + Passions x 3 + Humour. Example: “Male model. Every day I’m hustlin’. Passions for fashion, fitness and bacon. Learning to read and do other stuff good too.”

TIP N0.

01DISCOVER STRENGTH IN NUMBERS

TIP N0.

02GIVE YOUR ONLINE PROFILE A RAISE

BOYD WEARS –

JACKET £2995 BURBERRY PRORSUM

– HOODIE £70

RUSSELL ATHLETIC–

JEANS £135 GANT RUGGER

– SOCKS £6

MARKS & SPENCER–

TRAINERS £62 ADIDAS ORIGINALS

– THROW £259

WOOLRICH (ON HORSE)

DYLAN WEARS–

COAT £3700 DIOR HOMME

– JUMPER £240

GANT AT HARRODS–

JEANS £60 LEVI’S

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“To be streetwise and boardroom-smart, you need to understand both walks of life,” says Gordon-Lynch. “And like my guy Shakespeare said, ‘Have more than you show, speak less than you know.’” In modern terms: learn to evaluate, for example when networking. “Let the other party talk first,” says Armstrong. “This gives you time to observe the situation.” Vincent

O’Donoghue of Social Talent, which provides training for headhunters, says: “Don’t approach closed groups; if you see two or three people stood in a semicircle, it indicates they’re open to someone joining.” Don’t miss the chance for a captive audience either: “Sit next to people and introduce yourself. Most people will be relieved to stop looking at their phones.”

JAMEL WEARS– JACKET £180 NEW ERA– SWEATER £55 LEVI’S– SHORTS £130 CLUB MONACO AT HARRODS– BASKETBALL £28 NIKE AT HARRODS

JEREMY WEARS– JACKET £375 WOOLRICH– SNOOD £30 TOPMAN DESIGN– JUMPER £1314 DOLCE & GABBANA– JEANS £115 FLYING HORSE– SOCKS £6 MARKS & SPENCER– SHOES £85 NIKE

“Planning is essential. A five-year career plan means that you can work toward something, rather than just work,” says Jeremy Boateng. “Otherwise, it’s like going to the gym and not knowing what you’re goal is.” But don’t be dejected if you go off track. “Remember: if there are no obstacles, there’s no game,” says Gordon- Lynch. Circumstances can change, as can your mind, so Williams suggests revising plans every three months. “Often you come to a point where you don’t want to do something within the plan anymore,” adds Boyd Alves. “Insert new ideas. Be willing to start again.” Armstrong agrees: “Assess what went right, what went wrong and what needs to change. It’s a process – not a finite document.” You know what they say about even the best-laid ones...

TIP N0.

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HAVE A PLAN – BUT DON’T STICK TO IT

LEARN TO PLAY TO THE GALLERY

DYLAN WEARS– WAISTCOAT £155 CARHARTT WIP– SHIRT £185 CARVEN HOMME– HOODIE £475 JOHN SMEDLEY– TROUSERS £160 POLO RALPH LAUREN– SHOES £225 GIVENCHY BY RICCARDO TISCI

BOYD WEARS– JACKET £95 LEVI’S – SHIRT £28 TOPMAN

JAMEL WEARS–

JACKET £325 LEVI’S–

HOODIE £195 JOHN SMEDLEY

– HAT £25 NEW ERA

– HENLEY £59

FLYING HORSE–

JEANS £130 LEVI’S MADE & CRAFTED

JEREMY WEARS–

CAP £25 STARTER–

COAT £2960 LOUIS VUITTON

– JEANS £300 7 FOR ALL MANKIND X HTC

– SOCKS £6

MARKS & SPENCER–

TRAINERS £85 NIKE

BOYD WEARS– JACKET £1350 GANT RUGGER– JUMPER £165 TOMMY HILFIGER AT HARRODS– SWEATER £40 NIKE AT HARRODS– HEADPHONES £270 BEATS BY DR DRE– JEANS £145 BLK DNM– TRAINERS £60 SAUCONY ORIGINALS

“The best advice I’ve received while modelling is to always have a fallback plan,” says Boateng. “I’ve seen a lot of people come and go; not all careers last.” If nothing else, it’s nice to have options: “Some people feel trapped in their jobs and go on holiday to ‘escape’,” says Armstrong. “That’s a sign that something’s wrong.” If that sounds familiar, then it’s time to audit your life. “It sounds complicated but can be as

simple as creating a list of things you are happy with and things you want to change,” he explains. “Revisiting it quarterly helps you fend off problems early and take positive action instead of simply reacting. Switching jobs can be daunting but with planning – saving three months’ rent, networking or updating your profiles – it will become much more manageable. Then you can take a step instead of a leap.”

TIP N0.

05 DON’T STEP OUT WITHOUT BACK-UP

It’s essential, says Boateng: “If you want to branch out from your industry, it will help to cement you in people’s heads.” Armstrong’s favourite icebreaker at events is ‘How’s business?’ “It’s short and everyone will have an answer,” he says. “And it rarely leaves you without follow-up material.” He recommends avoiding small talk: it can give the wrong impression. (Remember, you’re working.) Don’t swap business cards. “Ask people to input their email into your phone and send them a note about coffee there and then,” says Armstrong. “It makes you memorable and creates a light ‘contract’.” Failing that, you could follow Alves’ example: “I make myself stand out just by being me – and making sure my hair isn’t like every Tom, Dick and Harry’s.”

TIP N0.

06WORK HARDER AT NETWORKING

– Young Guns

JEREMY WEARS– JACKET £5100 BERLUTI– SHIRT £130 LAGERFELD– SCARF £450 BURBERRY PRORSUM– JEANS £95 POLO RALPH LAUREN– SOCKS £6 MARKS & SPENCER– SHOES £85 CLARKS

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