Rather than follow the prototypical trend of most fashion agencies, Ugly NY is searching for models with character rather than perfect check bones, the New York Post reported Sunday.
"It's the twinkle in your eye, the 'nudge-nudge' factor that we want. If you've got character, we want to see you," a spokeswoman for the new agency said.
One Ugly NY talent scout said the low-cost, realistic approach could catch on due to its "real guy" factor.
"We really think this is a new concept in America, and it reflects a recent shift in the advertising world toward 'real guy' mode, to people with character," the unidentified scout told the Post.