Why Lyw?

Before launching Lyw, I lived two very different professional lives. I worked as an investment advisor in Monaco, helping high-net-worth individuals grow and manage their wealth. At the same time, I was signed as a model.

Modeling was never my full-time career. Whenever my agency sent me exciting casting opportunities, I usually had to turn them down because they took place during my working hours. Time after time, I found myself prioritizing my career.

That experience sparked a simple question.

In a world where almost everything can happen digitally, why should models have to be physically present at a specific place and time just to land a campaign? Why shouldn’t they be able to license their image whenever they want, wherever they are, and with the brands they genuinely want to work with?

That’s how Lyw was born.

I made the decision to leave a secure career behind and dedicate myself entirely to building this vision: a platform that connects talent with the brands they admire around the world while removing the traditional barriers of time, location, and outdated processes.

But Lyw is about more than creating opportunities for models.

As AI-generated faces become increasingly common in advertising, authenticity has never been more valuable. Working with a real person gives consumers someone they can genuinely relate to—someone with a real story, a real identity, and values that align with the brand they’ve chosen to represent.

At the end of the day, we’re all consumers. And we all want to believe in what we see.

That’s the vision behind Lyw: putting real people back at the center of brand storytelling while giving talent the freedom to work on their own terms.