Portraits by Matthew Simmons courtesy of Emily Sandberg
One of the coolest faces to emerge from the late 90’s/early 00’s was the American model Emily Sandberg. Emily’s serene and enigmatic visage graced multiple Vogue Italia covers and she was the face of the some of the biggest brands in the fashion world, including Versace, DKNY and Fendi. Nowadays she shuttles between New York and Tennessee and runs her tech agency, Twice Social, that caters to the fashion/entertainment industry. We caught up with Emily to find out who were some of her favorite photographers, how she made the transition to where she is today and how she juggles family life and running her own company.
You sort of rose the ranks quickly and were at the height of your career in the early 00’s.
Yes, it happened within months for me. There were a handful of photographers and brands that believed in me. Photographers Steven Meisel, Paolo Roversi and Peter Lindbergh were instrumental throughout my career, especially at the beginning. Donna Karan is a great designer and brand to work with. I’m forever grateful for their support. I was very lucky also to have an agent that pushed extremely hard to get me in every door. It isn’t lost on me that I was successful because a team of people believed in me.
Vogue Italia September 2002 by Steven Meisel
What exactly does Twice Social do? It sounds like you’re involved in the social and digital world.
Yes, we’re a digital publishing and social media marketing agency. We run social accounts, grow audiences, build websites and help establish or maintain a web presence. We also manage marketing campaigns. We’re a full service agency. It’s going great. I’m really proud of my team.
You made the jump from modeling to opening your own business. What advice could you give to another model looking to build beyond their career?
A lot of people will support you if you ask for help, but be your biggest supporter. The person that is going to do the hard work is you. Also, invest in yourself so you can take on the hard work. I took a good chunk of my money from modeling and invested in personal growth.
What did you do for personal growth?
Well, I was 18 when I started modeling. I wasn’t fully ready for the immense responsibilities and pressures. I wasn’t as confident as I am now. I struggled with anxiety, depression and substance abuse. I remember feeling like life was happening to me and that I wasn’t in control of the direction. I had to take a few years off to take care of my physical and emotional health.
What did you do to get healthy?
I asked for help and followed direction.
Vogue Italia November 1998 by Steven Meisel
Sounds like you got the help you needed.
I did. And I try to help others now.
Jumping back to your business, how did you end up opening a tech agency?
I’m a product of mentorship. At one point I was running my own blog and playing around with Twitter and Facebook. This was before Instagram, Pinterest and Snapchat. I fell into a group of people that were on the social media forefront at that time, pushing boundaries. They were incredibly generous and I learned from them. They’re all social media and digital marketing rock stars now. I realized during that time that I wanted to be doing this for other people. Now we can combine all of these elements to make an impact for clients and actually really help the consumer.
What are some things you wish models knew about social media?
They need to have a social presence now to compete. Clients are looking at their follower numbers and their feeds to discover their personalities. It’s such a great tool for casting directors and clients. Models really need to be conscious of each photo they put up and need to develop an audience that’s engaged with their content. Not every model needs hundreds of thousands of followers. But it’s important to have a base that is engaged.
I would also say that right now the two most powerful platforms for models to cultivate is Instagram and Snapchat. And, if they’re comfortable with video, Periscope or Facebook Live are great tools. Lastly, it’s important to know that there are so many free tools out there that can create beautiful images. We will support and create a focused image and fan base for you but if you can’t afford a team like Twice Social, there are other great resources that are free. And I’m happy to give recommendations to any model that reaches out to us.
Who are your clients?
So, we love our clients, we’re very proud of them. We currently work with models from IMG, The Lions, Ford and Trump. We also work with modeling agencies, fashion designers and brands like Nicole Miller and Express. Social media touches every aspect of the business so we’ve had a few casting directors and hair stylists. Makeup artists and photographers as well.
Do you represent anyone outside of fashion?
Sure! We also manage musicians, artists, corporate companies and even politicians. Essentially, anyone or any company who needs a social presence and authority online we’re here.
On your site is says your client list is confidential.
Yes, we keep our client list confidential. It’s a choice I made in the beginning.
Why?
I think privacy is a luxury.
You have a family and congratulations, you just had a new baby.
Thank you. She’s amazing. We’re doing really well.
How do you manage a balance?
I don’t do it perfectly. Something is constantly needing tending to. I have help. I force my girlfriends to listen when it’s all too much. I’ve got amazing support at home and at work. It takes a team.
