It looks as if Wilhelmina Philadelphia has more than a few ruffles to iron out - from battling its models' green reputation to answering questions about Walters' methods - before it can convince locals that the affiliate is the real fashion deal.
And while many hope Wilhemina's presence is a sign that Philadelphia's burgeoning fashion scene is worth watching, local retailers, ad agencies, and editorial publications say they still may turn directly to New York for their big-job needs.
Nonetheless, Walters is confident that by next year Wilhelmina will have beaten the biggest local competition - namely Reinhard, largely seen as the go-to agency for fashion models, and Expressions.
At least for the models who live here, it might make life easier. Instead of signing with a Philadelphia agency and a New York agency (typical for models who want high-fashion editorial work), they get more of a one-stop shop with Wilhelmina, which has offices in Los Angeles and Miami, as well as eight affiliates in cities such as Richmond, Va., Charlotte, N.C., and Salt Lake City.
"We can offer our models direct contact to a major network," said Walters, the 42-year-old former model who in early 2009 connected with Wilhelmina New York at the same time the company was expanding its affiliates. She signed the contract that February, and changed the name of the Harman Agency in Harrisburg to Wilhelmina PA two months later.
She opened her second office, Wilhelmina Philadelphia, based in Whitemarsh Township, and held its launch party last month.
