Louis Baines was twenty when Kate Moss signed him in 2016, the first male model on the roster of her newly launched agency. Moss picked him herself, which placed the British face in a category of one before he had walked a major season.

The work followed the casting. Mert Alas and Marcus Piggott shot him for Dsquared2 fall-winter 2019 alongside Alton Mason and Mariacarla Boscono, and Harley Weir captured him as the face of Versace Dylan Blue fragrance in 2020.

Editorial credits at VMAN, Man About Town, 10 Men, and Dutch Vogue Man placed him with the photographers Moss’s agency wanted around its first male signing.

A decade on, Louis has stayed where Moss put him. Calvin Klein, HUGO, Brunello Cucinelli, Isabel Marant, and Marc O’Polo have rotated him through their seasons. The argument the signing made in 2016 has held up. Moss saw a face that European fashion would keep choosing, and a decade of campaigns has confirmed she was right about him.