Why Us

Real models for use in AI

Brands choose Superhumain because it combines the efficiency of digital creation with the accountability of real world model representation.

Every digital twin is backed by a real individual who has given full consent for their likeness to be represented and licensed through Superhumain. This means brands can work with confidence, knowing that usage is clearly authorised and managed under professional representation.

We provide a structure where models trust us to represent their digital identity with the same care, ethics and commercial understanding as our traditional agency The Bureau. That same standard is applied to every relationship we hold with brands, studios and creative partners.

For brands, this removes ambiguity. There are no grey areas around rights, usage or future disputes. Superhumain holds the licence to represent each digital twin, ensuring clarity on commercial use and protecting all parties involved.

This model allows brands to explore the full advantages of digital twins, including cost efficiency, speed of production, creative flexibility and the ability to deploy talent across multiple campaigns simultaneously. At the same time, it retains the most important element of traditional modelling, which is authenticity.

Each digital twin is still a real person with a real identity, a social presence and the ability to cross promote campaigns, bringing additional reach and value beyond the asset itself.

Superhumain exists to bridge trust and technology, allowing brands and talent to collaborate in a way that is scalable, responsible and commercially powerful.

Meet the Team

Jonny Sydes

Founder

Jonny founded The Bureau in 2010, building one of the industry’s leading model agencies. Since 2020, he’s pioneered 3D fashion innovation, collaborating with UAL, the Fashion Innovation Agency, and earning recognition in Vogue Business and The Interline. Superhumain is his next venture, helping models thrive in an increasingly digital fashion industry.