In a cutthroat industry built on beauty and buzzwords, John Bruce and Paulo Ribeiro aren’t just talking the talk—they’re sashaying the walk. The husbands, who helm London’s PRM Model Agency, are putting their money where their perfectly contoured mouths are, backing trans models not just for Pride Month, but all year round.
“We stand firmly behind trans models here,” Bruce declared, cutting through industry noise with the conviction of someone who knows exactly where the spotlight should shine. It’s not just lip service—their agency represents some of fashion’s most powerful trans figures, including twin sisters Madelyn and Margo Whitley, and they’ve been key players in uplifting Alex Consani, the history-making queen who snagged the title of Model of the Year last year.
But don’t let the glossy photos fool you. Behind the glittery facade is a much harder truth. “It’s a little bit tougher for other transgender models to replicate that success,” Bruce admitted, warning of a storm brewing beyond the catwalk. “We are going to be challenged by the US government, and the UK. We feel a lot of people are going to be washed down.”
That’s not just shade—that’s a forecast of political backlash raining on trans progress. And yet, Bruce and Ribeiro stay undeterred. “Fashion is about breaking barriers,” Ribeiro chimed in. “We never know what’s going to happen in six months.”
The London-based power duo believe their city is still the gay capital of the world, and they’re thriving in it. “No one cares who you are, which made me feel so welcome here,” said Ribeiro. Bruce, who’s set to judge Poland’s Next Top Model this summer, echoed that sentiment. “I’ve never experienced any abuse or negative behaviour from anyone. I’ve always felt that being myself has helped me get to where I am.”
And while the fashion world flirts with diversity, Bruce and Ribeiro are demanding commitment. The success stories of icons like Consani are groundbreaking, but not representative of the uphill battle many trans models still face—especially under political regimes increasingly hostile to trans rights. The modeling world, like many industries, is still navigating a push-pull between tokenism and true inclusion.
But for Bruce and Ribeiro, the fight is personal, passionate, and proudly queer. They’re not waiting for the runway to clear—they’re strutting ahead, stilettos and all.
“We celebrate Pride all year round,” Bruce said. That’s not a tagline. It’s a manifesto. And in their world, visibility isn’t just fashionable—it’s non-negotiable.