Text: Juule Kay

The world is changing, and with it, a new generation of trailblazers is taking over. In our monthly series E-MERGING, we introduce the people adding to the cultural moment with their creative minds, new ideas and unique approaches. It’s a glimpse behind the scenes, a way to dig deeper and look beyond the picture-perfect outcome we’re swamped with every day.

“I was always wondering what I’m actually doing with my life,” says Kyra Sophie, sitting in the massive hallway of infamous CSM. It’s only been a few months since the Vienna-born artist and casting director decided to move to London to study Fine Arts. Her impulsive, yet genuine way of doing things makes her a whirlwind of creativity you can’t dismiss. No matter what she dabbles in – and there have been a lot of different things like painting, acting, film and photography –  it’s the people who seem to connect everything. 

“People are my source of creativity,” she explains. “Through conversations, I developed my mindset and who I am today.” That’s also how Kyra Sophie ended up in casting five years ago; her camera became a special tool to talk to strangers in the streets of Berlin. “My friends hated me when I first started,” she remembers, visibly amused. “One minute they told me a story and the next I was running after someone interesting I just spotted.” In the beginning, she was more interested in portraying today’s youth rather than building up her own little empire with street casting. “When I started, people wouldn’t pay a decent rate, instead, they wanted to save money by not going with big names,” she says. Ever since fashion houses and brands like Balenciaga and Ottolinger started casting new faces from the streets, your favourite Instagram accounts and creative friends (of friends), the perception of street casting changed, and evolved into an exciting new energy everyone wants to dip in. 

For Kyra Sophie, the most beautiful thing about street casting is the moment you tell a stranger they are beautiful, often catching them off-guard. “We don’t always see the beauty of ourselves in the mirror,” she emphasises, knowing very well how alien it can feel to not be part of something. “I never knew how the fashion industry works,” she starts explaining. “Back then, I didn’t know there was such a thing as test shoots or even a job description like casting director.” A feeling, which is still present today, even though she now found helping hands in Ananya Nisbet and Olga Sikorska, who both share her vision. “I’m not super obsessed with fashion, and there are many things I don’t agree on, like its exploitation of people,” she continues. In fact, Kyra Sophie has always been interested in shedding light on the underdogs and underrepresented rather than big names smiling at you from every second campaign, editorial or sponsored ad. “I’m interested in people and not in names or numbers,” she states. 

It wasn’t the only realisation Kyra Sophie had in the last years. After a car accident, she took time for herself and noticed how unhappy she felt with being pushed around and making other people’s projects come alive without getting the respect and validation she deserved. “I had this inner flame inside of me that wanted to achieve more,” she explains. Moving back to Vienna and studying at the Academy of Fine Arts was one of the first steps towards combining casting with her very own creative path. “The fashion and the art world can be both very intimidating, elite and scary, and I want to make them more accessible to people,” she explains her motivation. For Kyra Sophie, performance art is a way to work through her inner struggles. It’s an attempt to invite everyone to enter both worlds without holding back because of anxiety or self-doubts. “I want people to have trust in themselves, to use their voices and to share their emotions, hopes, wishes and dreams, anything really.” 

When it comes to facing your inner demons, Kyra Sophie knows what she’s talking about. “I struggle a lot, but the support of my friends makes me believe in myself,” she says proudly. Focusing on the small things in life, like meeting somebody you always wanted to meet or going somewhere you always wanted to be, is what keeps her moving. “Sometimes it takes forever, but you have to be patient with yourself and don’t feel too influenced by social media and the rushing world we live in,” she concludes. “Don’t set yourself boundaries and give yourself the freedom to try out new things.”

You talk to strangers on the street. What’s your ice-breaker question?

I’m just running to them with a smile, which already breaks the ice. I usually go for something like, “Hey, sorry to interrupt you. I’m a casting director, and I’m always looking for people, and I think you’re amazing. Would it be OK if I take your picture and get your contact details?” I often forget to even introduce myself because I’m so excited.

What does real connection look like to you?

Sharing emotions. 

Please share with us the last subject or object you felt touched by.

Children. They are so innocent, so beautiful and our future. 

Casting is not only a job, it’s your artwork. How would you describe it to an art critic?

My casting is a performative work, a display of human stories, a reflection of our world.

When you look in the mirror, what do you see?

A person full of dreams.